Sour Patch Kids opens home for musicians in Brooklyn

Brand sponsors have been intertwining themselves with band, especially shown in U2’s most recent partnership with Apple. The latest in corporate sponsorships is Sour Patch Kids with a four bedroom house that shelters touring indie rock bands.

The candy brand opened the Brooklyn Patch, a home in the Clinton Hill neighborhood where bands can stay while touring.

The Mondelez marketing director Farrah Bezner says the company’s “target consumer” is music-loving teenagers, and this house is part of a new strategy. “We wanted to be able to contribute, you have to break culture to make culture,” Bezner explains. As part of the deal with the company, while staying at the four-bedroom, two-and-a-half bathroom house will be requested to content that can be shared on Sour Patch’s social networks.

Magic Man and Deer Tick are among several bands who have already signed up to stay at the Brooklyn Patch.

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