Converse is opening a recording studio in Brooklyn where bands can record their music for free. The studio, called Rubber tracks, will be managed by pros and equipped with the latest equipment. Apparently there will be no strings attached as musicians will have full rights of ownership. Converse promises to not influence the music and they are not intended to feature in ads.
So what is in it for Converse? The benefits can only be understood from a brand perspective. While other brands yip-and-yap about their imaginative sale arguments Converse can demonstrate their message through Rubber Tracks. This adds to the treasured authentic dimension of the brand. Their promise to not meddle with the music achieves the same goal.
Converse will be rallying youngsters to their cause as they willingly help to multiply the value of their brand. Rather than simply parasiting on culture, they can potentially contribute to it. In short Converse has set out to create a cultural factory through Rubber Tracks.