US Post Office To Cross Cross-Promote Sub Pop Act Postal Service’s CD

Advertising Age reports that “when the behemoth U.S. Postal Service found out that a young rock band had named itself “Postal Service,” executives weren’t happy. They sent a cease-and-desist letter to the band’s label, Seattle-based independent Sub Pop Records.”

“But what began as an argument over name rights turned into the mail-delivering institution’s first cross-promotional music deal.”

“The members of Postal Service — Seattle rocker Ben Gibbard of Death Cab for Cutie and Los Angeles-based electronica maven Jimmy Tamborello — created their current record by sending tracks and lyrics back and forth to each other via the postal service. Hence, the name.”

“Sub Pop executives explained the back story and suggested that the USPS turn the musicians into marketing partners instead of adversaries. The USPS ultimately agreed to let the band keep using the name via a licensing deal, and will take advantage of the musicians’ hipster cachet through some innovative co-promotions.”

“We found a place in the middle where all our interests can be served,” said Jonathan Poneman, Sub Pop’s owner and founder. “There’s a real spirit of cooperation…”

“…under consideration: using local USPS facilities as a distribution point for the Postal Service album, a move that mirrors what many record labels are trying to do in finding alternative distribution. “

“The USPS is no stranger to Hollywood, having co-marketed films such as DreamWorks’ Shrek and Universal’s Cat in the Hat.”

“The Postal Service album, Give Up, is on its way to 1 million units sold, without much marketing investment from its small label. It’s gathered steam over time in the form of radio play and glowing reviews in music magazines, and the band has a fervent niche following…”

“Give Up is the second best-selling record that Sub Pop has ever had. The first was by Nirvana.”