Want to record at Abbey Road — for free? With new studio partnership, Converse …

26 May 2015 | Author: | No comments yet »

Converse Rubber Tracks Announces Global Launch, Giving Aspiring Artists Access To 12 Iconic Studios.

With the announcement of a groundbreaking global expansion, Converse Rubber Tracks is giving select artists of all genres the rare opportunity to work with world-renowned producers and sound engineers, unlocking a curated set of iconic studios that have hosted some of the most successful acts in music history. Converse, which built a brand strategy around music patronage, has booked 10 famous studios in eight countries–including Abbey Road in London, Hansa Tonstudio in Berlin and Stankonia in Atlanta–and is giving emerging acts the chance to record in them for free. Jackson” or Bob Marley’s “No Woman, No Cry” are the studios in which they were birthed: London’s Abbey Road; Atlanta’s Stankonia; and Kingston, Jamaica’s Tuff Gong. The list of legendary studio spaces includes Abbey Road Studios in London, Sunset Studios in Los Angeles, The Warehouse Studio in Vancouver, Canada and Tuff Gong in Kingston, Jamaica.

That’s the name of a deep-marketing initiative that revolves around permanent recording studios Converse opened in Brooklyn in 2011, and in the company’s new Boston headquarters. In a new program announced today by sneaker company Converse’s Rubber Tracks, the doors of such legendary studios will now open to emerging musicians to record original music — for free. Converse says 900 acts have recorded music through Rubber Tracks, which has also featured pop-up studios in Amsterdam, Beijing, Mexico City and other cities. Since 2011, Converse has granted artists — mostly small-time indie-rock bands but also a handful of singer-songwriters, rappers and other acts — one to two days of recording time at Rubber Tracks’ state-of-the-art Brooklyn location. The program derived from the desire to give back to the music community, leveling the playing field for artists who may struggle with taking on the creative process without substantial support.

The product of those two days is owned entirely by the artists, though they are video-recorded while in session and, afterward, are given the option to release any of the music to Converse for use on its website. This new program is the latest installment in a recent uptick of brand-funded artist development, in which companies like Converse, Citigroup and even State Farm have invested large chunks of their marketing budgets — as Lewis told The Times in December — “to give something back” to creative communities. Even for assertive artists following the independent blueprint that has broken many of today’s music stars, there’s still a common struggle for sufficient resources needed to produce a complete project.

Converse is a global company taking the initiative to enhance and preserve artistry, allowing musicians to create freely in environments that foster collaboration and bring out the best in their material. “As a brand so deeply rooted in the next generation of creative spirits, we’re eager to make history while inspiring creativity and self-expression among music communities worldwide.” After a planning session with studio producers, chosen artists will be taken to one of the participating studios of choice in September, with most travel accommodations arranged, and select expenses covered, by Converse.

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