This may be the final death blow to all music everywhere. One day in the future we will say “Music, what was that? You mean the noises the iRobot Corporation makes for us so that we can pretend we live on Earth and not in our space colony?” That music.
Sure, not all of it was great. There was Nickelback. Some of it was secretly sonically delicious, like T-Swift. But atleast it was OUR music. Atleast there was heart and soul. Now, there’s only Sour Patch Kids. In a house. Tricking all of NYC into selling out.
Bands and touring musicians looking for sweet relief from their touring schedules may soon start dreaming about Sour Patch Kids.
A couple weeks ago, the Mondelez-owned candy brand opened up a house in Brooklyn where touring bands can recover from the rigors of the road. It’s called the Brooklyn Patch, and according to Mondelez marketing director Farrah Bezner, the Patch represents a long-term investment in indie music culture.
At what cost? Do you have to burn all your Pixies albums? Do you have to pledge allegiance to Generic Indie Band of the Month? Nothing in life is free, especially with shitty corporations funded by the terrible dentists. Tell me, Sour Patch ‘Kids’, WHAT ARE YOU GETTING IN RETURN?!?! Blow jobs?
Nevertheless, there is a quid pro quo associated with staying at the Patch. Artists who stay at the house are expected to create some content that Sour Patch Kids can share across a number of digital channels, which include a Brooklyn Patch-branded Tumblr as well as the brand’s Facebook, Twitter and Instagram accounts. Ms. Bezner said it is also exploring the possibility of adding further amplification partners.
“We’re a tastemaking agency,” said Alex Kirshbaum, Jesse Kirshbaum’s brother and a partner at NUE Agency. “They trust us.”
Look. Being a musician sucks. The pay is miniscule, if at all, and there’s a ton of hours on the road. But that’s why you have friends, or you meet other bands and crash at each other’s apartments. Don’t sleep at Sour Patch Manor. And definitely don’t trust people who call themselves a ‘tastemaking agency’. Those buzzwords have no place for people who are looking to create expressive, personal art.