Converse Music
From Jason Mraz to Wiz Khalifa to Ice Cube, Converse has always had a strong connection with the stars of the music industry. Converse is a $2 billion sneaker brand that owns and operates three music studios in Brooklyn, Boston and Brazil year-round, they decided to implement a new concept called âRubber Tracksâ in January 2013. âRubber Tracksâ is a collection of both permanent and pop-up recording studios owned by Converse, is the companyâs musical outlet, and also a key part of Converseâs content strategy. The studios offer free recording sessions for all year-round for various artists. In order to be able to record at Rubber Tracks, artists fill out an online application for a studio slot and begin recording in about a month if they get accepted. The management team at Rubber Tracks tend to look for artists that will value the free studio time which will normally cost thousands otherwise and they also take the popularity and status of the artist into account. This creates a symbiotic relationship between the company and the music industry. As Converse generates 1.5 billion dollars p.a. Â in profit, this gift to the music industry brings no harm to the company. It profits the company by generating consumer loyalty, and profits the music industry by promoting healthy competition, letting talented artists who are currently hindered by their financial situation shine bright.