Gap has launched a new online marketing campaign called The Sound of Color, in which up-and-coming musicians the Raveonettes, Dntel, Swizz Beatz, the Blakes and Marié Digby were each asked to create a song inspired by a particular color, which was then turned into a music video by an equally avant garde video director.

The songs and their accompanying videos can be downloaded at soundofcolor.com. They’ll also run as ad units on some music websites for the duration of the campaign, which launched on Feb. 15 and will last a month. Amazingly, the artists will retain all rights to their songs, and after the 30-day campaign ends, they’ll be able to use them for whatever purposes they like.

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