This is a sample from Ben’s presentation – one of many case studies he’ll discuss, illustrating how branded content and commerce can co-exist. Thisparticular example describes a fashion collaboration that took place in June 2012 between Jackthreads and musician Asher Roth.
“Jackthreads.com began rolling out a series of artist-centeredmerchandise campaigns that musicians should be taking note of due totheir superior marketing execution.”“Want to dress like rapper Asher Roth while simultaneously listening toAsher Roth jams? Well, you’re in luck, thanks to a recent collaborationbetween Roth and members-only shopping site, JackThreads.”“In promotion for his clothing line on JackThreads.com, Asher Roth isgiving away this b-side cut when you purchase one of his essentials forsummer. Backed by production of Chuck Inglish from The CoolKids, “Space” is a breezy record made for chilling at a pool party.“ Complex“Roth created his "Summer Essentials," filled with items from some ofyour favorite streetwear brands, and after you complete your purchaseof gear, this bonus track was made available for you to add to yourlibrary.” Hypetrak“In the past, online clothing retailer JackThreads has collaborated with thelikes of J. Cole and Girl Talk to bring fans their favorite artists choicestyles. Now, it looks like Asher Roth will join the JackThreads team tocurate his own must-have list this summer.” HipHopDX