Converse, long acknowledged for fighting above of its weight class in social media, offered another treat for fans on Thursday: A free, exclusive download of a new tune by Gorillaz.
The song, “DoYaThing,” is a collaboration between Gorillaz frontman Damon Albarn and James Murphy of LCD Soundsystem and OutKast’s Andre 3000. The release coincides with a new line of sneakers created in concert with Gorillaz and designed by English comic book artist Jamie Hewlett. In addition to being available on Gorillaz’s site, the song can also be downloaded in Journeys stores in by activating an in-store QR code.
The effort is the latest in Converse’s “3 Artists. 1 Song” campaign, which has previously featured collaborations by Matt Kim, Soulja Boy and Andrew W.K., among others. According to a report in Billboard, Albarn, Murphy and Andre 3000 recorded the track in September in London.
Converse’s brand has aligned with music acts for some time. In October 2010, the brand, a unit of Nike, built a recording studio called Rubber Tracks in Williamsburg, Brooklyn, for up-and-coming acts. By that point, Converse had already amassed a huge amount of followers on Facebook. At present, the brand has more than 23 million fans, far more than Nike.
Geoff Cottrill, the brand’s chief marketing officer, told Mashable last year that Converse’s secret for building that community was to “act like a party guest” and let the fans lead. He also said that the brand likes to run unexpected posts and be spontaneous.
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