Converse Rubber Tracks Studio Opens To Support Musicians & Reap Marketing Bounty

Converse Rubber Tracks, a free recording studio in Brooklyn sponsored by Converse, has recently opened for business. In addition to being a great thing for artists that get in, Rubber Tracks is an awesome branding move for a company that has rebuilt its position in the sneaker game, in part, by leveraging youth culture and the phantasmagora known as "cool".

I've never heard anybody write convincingly about the concept of cool, except in a historical sense, so I won't try. But I think Converse has already done a great job of leveraging their plans for Rubber Tracks and the future marketing potential is quite strong.

Time Lapse: Building the Studio

Rubber Tracks has been getting media attention at least since October when its announcement resulted in coverage on Brooklyn Vegan, The New York Times and Fast Company, among other outlets. That alone is a trifecta of local, national and international music, business and tech coverage in one fell swoop. Recent coverage of the actual opening has beefed up Converse news across the board.

Getting that much attention for opening a recording studio helps Converse with their customers, investors and potential partners. It also helps employees feel that they're part of something positive that actually does give back to communities that support them

Converse has also done a nice job of being the brand as publisher, an approach that started before the Rubber Tracks project on both their website and their YouTube channel. Content created at Rubber Tracks, including behind-the-scenes videos and the like, will provide both of these outlets with an ongoing stream of content.

Here's more information on the application process and what will happen if one gets recording time. I'm looking forward to seeing how this plays out for both the bands and for Converse.

Hypebot contributor Clyde Smith is a freelance writer and blogger. Flux Research is his business writing hub and All World Dance: World Dance News is his primary web project. To suggest websites and related topics for review, please contact: clyde(at)fluxresearch(dot)com.