Would Have Been Stupid

From NYT:

“Music is everywhere now, and if you have it tied to a brand, there’s nothing wrong with that,” said Bethany Cosentino of Best Coast, a girl-group-meets-grunge band from Los Angeles likely to dot critics’ Top 10 lists this year.

Ms. Cosentino’s band has existed for barely a year, but she is already a branding vet. Well before she signed a proper record deal, with the small label Mexican Summer, she released a single through a boutique headphone company. And when Converse asked her to collaborate with the rapper Kid Cudi and Rostam Batmanglij of Vampire Weekend on a song that would be given away on its Web site, she didn’t hesitate. “It was an amazing opportunity,” she said by phone recently from a gig in Iowa. “If I said no it would have been stupid.”

*  *  *

Ms. Cosentino of Best Coast said that her decision to work with Converse was not just about the publicity. She’s a fan of the company — “I’ve been wearing Converse since I was a child,” she said — and noted that when she recorded “All Summer,” the Converse-sponsored track with Kid Cudi and Mr. Batmanglij, the company gave no instructions other than that it was looking for a “summer vibe.”

“We just made something that is a fun song,” she said, “that will hopefully make people dance around in their Converse during the summer.”

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