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Rock Bands Can Stay In This Brooklyn Sour Patch Kids House As Long As They Sell Out
By
Lauren Evans
Published Nov 3, 2014
Modified Nov 3, 2014
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Ad Age
By
Lauren Evans
Published Nov 3, 2014
Modified Nov 3, 2014
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Sour Patch Kids—the candy, yes—has branched out from their sugary wheelhouse into pop culture, having bought a house in Clinton Hill in which hip bands can crash during stops in Brooklyn. Weird? Weird. But there's more—in exchange for use of the digs, bands are obligated to produce work.
The house—adorably dubbed the "Brooklyn Patch"—is an attempt by parent company Mondelez to encourage the idea that the bite-size sugar bombs are fit not only for grubby children, but grubby teenagers! Shameless. What's next—AirHeadbnb?
Anyway, there's a catch. Per Ad Age:
Artists who stay at the house are expected to create some content that Sour Patch Kids can share across a number of digital channels, which include a Brooklyn Patch-branded Tumblr as well as the brand's Facebook, Twitter and Instagram accounts. Ms. Bezner said it is also exploring the possibility of adding further amplification partners.
How much content depends on the duration of an artist's stay. "We have kind of a sliding scale," Ms. Bezner said.
An artist who stays in the house for a day or so will only be obligated to create a small number of social-media posts. In the event that an artist stays longer, the output is expected to be more substantial, though the type of content is up to the artist. It doesn't necessarily even need to be musical.
Are principled indie bands really about to whore their creativity in exchange for something as base and unromantic as shelter? Damn straight. The four-bedroom, two-and-a-half bathroom house, located on "a quiet street in Clinton Hill," is already booked through the end of the year. Deer Tick is staying there during their week-long residency at Brooklyn Bowl; so is Tame Impala and Magic Man. But look, if Kevin Parker disappears next month, at least we'll know what happened.
Tagged
clinton hill
hipsters
sour patch kids
teenagers
Lauren Evans
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