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TAILOR-MADE TUNES
Most runway shows feature a recorded mix of songs but Eli Goldstein and Charles Levine, who run a Boston-based music consulting business called Soul Clap, said brands are taking this further and commissioning songs from artists.
Hip-hop artist Pharrell Williams, Santogold and Julian Casablancas of The Strokes recorded a song for Converse, while dance-rock band LCD Soundsystem made a track for Nike (NKE.N: 行情).
"Brands are looking for new ways to solidify their identities because everyone is overstimulated with visuals all the time," said Goldstein, who has spun records live at Calvin Klein shows.
Goldstein said Louis Vuitton's (LVMH.PA: 行情) hiring of French DJ duo Daft Punk to produce music for its Spring 2008 show had widened the luxury brand's appeal to younger consumers.
Bill Meadows, who handles music for Miami-based advertising agency Crispin Porter B