Friday, 18 February 2011
The 100 Club is one of the oldest live music venues in London, who have been promoting live music since 1942. Over the years it has seen performances from Muse, The Who, Metallica, The Rolling Stones, Paul Weller, Kula Shaker, Joe Strummer and Oasis.
But, in September 2010 the club's owner announced that it was facing financial difficulties and would close at the end of the year.
A massive campaign began to save it, which was supported by Liam Gallagher, Mick Jagger and even Sir Paul McCartney, but by the end of 2010 it still wasn’t looking good.
Until Converse stepped in, with an announcement that they were going to save the venue.
They will not be rebranding it (as Virgin Mobile did with the Metro in Sydney), however they are expected to take a financial stake.
And really, could there be a better marketing opportunity for a brand who has been trying to align themselves with music and youth over the last few years? They have gone to great lengths (and expense) to secure credible musicians to feature in their campaigns, including Julian Casablancas, Pharell, Santogold, Kid Cudi and Bethany from Best Coast. And now, they have showed their brand to be truly aligned with their marketing message - that Converse really supports music.
If only more brands who wanted to align with music did something to support the industry, without making bands or venues look to be selling out due to extreme branding requests. Maybe someone could have stepped forward to save some of Sydney's iconic music venues, like The Hopetoun or The Abercrombie?
And if you've got 2 minutes, check out the video that Converse created with Bethany Cosentino below. While it does include some product placement, it does so in context, and steers clear of huge logos / overt branding. Bethany is allowed to represent herself in the spot, while talking about why she loves music - instead of about why she loves shoes. All this ensures the final product doesn't look too much like an "ad":