And The Brand Plays On Pt. 38
OK, you know Converse, the ultra-cool, groovy, hip iconic shoe company, right?
Well, the shoe boys are getting a lot of positive buzz because, in an interest to help developing music artists, they have opened a recording studio called Rubber Tracks (cute). And the really neato part about it is, bands can go to the Big Apple and record for FREE!
Really, no strings attached.
Don’t believe me? Just look at what Converse chief marketing officer Geoff Cottrill says…
“We’re not asking for anything in return,” Cottrill told Joywave during its visit to Converse’s studio-the much-covered Rubber Tracks-located on the corner of Keap and Hope Streets in Williamsburg. “You own all this content. Why would we want to own it? We don’t want to run a record label, because we make apparel and shoes. We wouldn’t know how.”
Hmmm…sound to good to be true?
Well, let’s take a look at some of the Terms and Conditions in the application for recording time at Rubber Tracks…
You will own the music you create, but Converse may ask you for the right to use it – here are some of the ways: Hosting and streaming on the Internet for a defined period of time (just so we’re on the same page, “Internet” means Facebook, MySpace, Twitter, Converse websites and any other websites Converse feels is appropriate.); Making it available for Internet listeners to download for free also for a defined period of time; include on a compilation as a free gift-with-purchase; “industrial” purposes; and Converse can use the music internally forever.
Photos and Video
While in the music studio, Converse may take photos and video of you creating your music. Converse will own all rights to the photos and video and may ask for your permission to use them for digital content, marketing, advertising, or other purposes
OK, let’s back track for those short of attentions span…
Geoff says: “We’re not asking for anything in return,”
Terms and Conditions says: Converse may ask you for the right to use it…and Converse can use the music internally forever.
Geoff says: “You own all this content.”
Terms and Conditions says: Converse will own all rights to the photos and video
Geoff says: “Why would we want to?” (own the creative material)
Terms and Condition says: To market your output in every possible way imaginable, for eternity, you stupid wretched musician.
Geoff isn’t above telling the truth though, he’s right about Converse not wanting to be a record label. With this deal here, they get all of the marketing potential without having to worry about selling units or paying royalties.
Nice work Converse!