Converse Makes (More) Music


The company continues to use strategic musical partnerships to cement their positioning and association as a consistently youthful and relevant lifestyle brand.

Paloma M. Vazquez
  • 28 june 2010

Converse continues to use music and the arts as an integral platform for the brand, partnering with musician Kid Cudi on a (very) short film that captures Cudi exploring his native Cleveland while reflecting on his artistic journey. The short film actually represents one third of a collaboration Converse facilitated with 3 artists – Kid Cudi, Best Coast’s Bethany Cosentino, and Vampire Weekend’s Rostam Batmanglij – to produce 1 song, which will be released on July 7th on the Converse Blog. Until that release, visitors to the site can view videos shot with each artist telling their story. It’s worth noting that, while the artists wear Converse throughout the video, it’s very subtle – and the brand is not significantly visible until it appears against a blank screen at the very conclusion of the video.

For a brand like Converse to partner with musicians and artists – arguably to cement their positioning and association as a consistently youthful and relevant lifestyle brand – is not necessarily insightful. But Converse seems to have a very tight understanding of the personality and tone that their customers have come to expect from them, and of the type of artists and musicians that they gravitate towards. Kid Cudi, Best Coast and Vampire Weekend are not little-known musicians, but they have a rather unique, independent style that aligns with Converse’s brand equity.

The Converse Blog also serves as a platform for visitors to add their own artistic work, with the brand selecting a few artists and musicians’ work to showcase regularly. The blog in essence serves as a brand-curated vehicle to publish and publicize musicians’ and artists’ work, and for Converse to strengthen its association to and support of (oftentimes independent) musicians and artists.

Agency Anomaly, promotions firm Cornerstone and consultant Arthur Soleimanpour worked with Converse on the collaboration.

Converse Blog


Bicycle Hotel In Norway Makes Commuting A Breeze

Design & Architecture
Technology Yesterday

Umbrella Tells You Whether It's Needed Before You Go Out

Opus One was designed by former Samsung engineers and offers a weather forecast via the flashing LED on top

Sustainability Yesterday

Biocomposite Skateboard Provides An Eco-Friendly Ride

The Uitto is an eco-friendly skate deck crafted from Norwegian wood fibers


Get PSFK's Related Report: Future of Automotive

See All
Work Yesterday

Hyatt Honors Travelers With A 3D-Printed Statue Contest

The hospitality wanted to celebrate the people who go everywhere for work and make sure their tasks were not forgotten

Syndicated Yesterday

High-Tech Replica Brings Prehistoric Art Within Reach

A £48m recreation of the Lascaux Caves in France will let visitors experience the unique place for the first time in decades

Entertainment Yesterday

Tripod Lets You Make Snapchat Videos Hands-Free

The Camkix kit lets you record wirelessly from any angle

IoT Yesterday

GE Develops An Alexa-Enabled Table Lamp

The first in a line of interconnected home products will integrate Amazon's voice-activated system for smarter home living

Advertising Yesterday

Spotify Mines User Data To Create A Global Ad Campaign

The series of billboards relays the feelings that people express through listening to music


Future Of Retail 2017
Transformation Strategies For Customer-First Business

PSFK Op-Ed december 6, 2016

Creative Director: Navigating The New World Of Founder-Brands

Richard Smith, Creative Director at Sullivan, explains how visionaries like Elon Musk and Mark Zuckerberg approach their branding and why it’s important to apply brand thinking to founders’ products

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Food Yesterday

What Material Research In Beirut Bodes For Our Waste Crisis

Might building furniture and lights out of rose petals and coffee grounds point to more sustainable modes of living, as seen in Beirut Design Week?

Social Media Yesterday

This Collar Wants To Be The Bridge Between Human-Dog Communication

Inupathy claims to be world's first dog emotion visualizer

Retail Yesterday

Commerce Expert: Why Brick-And-Mortar Shopping Can’t Be Replaced

Erin Armendinger, SVP of bio, explains the physical need of customers to experience certain products before buying

Fashion Yesterday

Basquiat-Inspired Fashion Line Supports Emerging Talent

The late artist's estate has collaborated with New York label alice+olivia on a new range of designs

Retail Yesterday

Why Personalization Is The Key To Customer Satisfaction

Andrew Blackmon of The Black Tux shares how the company is using machine-learning models to streamline the fitting process


Conference Built Around Report Launch

Gaming & Play Yesterday

Fidgeting Tools Designed To Help Creative Minds Focus

The DIDGETS Collection helps those who have anxiety or are restlessly moving to focus while they are working

Children Yesterday

Helpful Robot Teaches People Of All Ages How To Code

The Root has coding expertise designed to benefit a wide range of people

Home Yesterday

Sharing Service Connects Directors With Film Locations

Finding affordable places to film can be difficult, so GETset was designed to help creators easily find good locations

No search results found.