This Week in Corporate Sponsorship: CHAIRLIFT

Chairlift’s new video was made for MARC by MARC JACOBS and it will be featured on SAKS.com.

Microphone Memory Emotion sez: “In my opinion it’s fucking lame. I’m glad that they can make money from it- but if that’s all that they are getting out of it, well then that’s really sad. What ever happened to doing shit for inspiration (or better yet, arts?) sake??

Get this- the band is wearing the Marc Jacobs clothes in the video, and “walking the streets of Brooklyn.” WOW!!! Will this help sell clothes for Marc? Yes. Will it help sell records for Chairlift? Doubtful.”

I whole-heartedly disagree.

See here the thing.  NOTHING bands do anymore is going to sell records.  Because RECORDS DON’T SELL.  The idea of bands ‘selling out’ is super old-school and comes from a bygone (fantasy) era that said artists would be supported by selling millions of cheap plastic discs.

If they had the opportunity to work with one of the world’s highest-regarded (and best selling) artists in another industry - why the hell should they not jump at the chance for cross-promotion (and the undoubtably FAT paycheck)?

All of this only goes to serve their brand.  Any band that doesn’t recognize that they are a business and a brand is already dead in the water.  Period.  Chairlift is capitalizing on their moment in the spot light (and creating some spotlight on their own!).  Kudos.