Posted by Shirley Brady on July 20, 2010 12:00 PM
We recently noted how Coca-Cola used sonic branding during the World Cup, and how brand marketers are playing with original music to engage younger consumers this summer. Case in point: Converse's original All Summer tune above, a collaboration between Kid Cudi, Bethany of Best Coast and Rostam Batmanglij of Vampire Weekend. More brand-inspired music after the jump.
Nike commissioned a remake of Umbabarauma, aka 1976's Ponta de Lança Africano (Umbabarauma) by Jorge Ben. The tune, as could be heard during the World Cup, is beloved Portuguese soccer fans, who chant the chorus as an ode to getting the ball past opponents:
Levi's Pioneer Sessions musician showcase most recently featured Ryan Bingham's ode to his favorite Otis Redding track:
Jonathan Mann's iPhone 4 ditty, while not commissioned by Apple, received CEO Steve Jobs' seal of approval when he used it to open his iPhone press conference last Friday (instead of our suggested track by Grace Jones) and has now more than 700,000 views on YouTube: