How Seattle indie bands are benefiting from big brand partnerships

Poppin’ off like Topo Chico

When Cade Legat, a Kirkland-primarily based songwriter and digital producer, was doing work at 5 Stones Coffee in Redmond, he would at times improvise very little ditties about the glowing drinking water manufacturer the store carried.

“I started off coming up with the beginning of the hook, ‘I’m poppin’ off like Topo Chico,’ and would joke around singing it,” he recalled. “Enough folks listened to me sing it and would check with, ‘What music is that?’ or ‘Man, you obtained to do something with that.’ ” 

In 2021, he unveiled his effervescent solitary “Topo Chico” on digital streaming and social media, and caught the eye of the Mexico-based mostly sparkling drinking water brand name. Based on that relationship, Legat, 23, was selected for “Yellow Home,” a shared area inside Seattle’s London Bridge Studios, wherever many rising Northwest artists have been invited to record their own first audio — entirely on Topo Chico’s dime. The ensuing singles are envisioned to be produced in summertime 2022.

Topo Chico is not a Seattle model, but the firm has discipline entrepreneurs whose occupation is to continue to keep the model pertinent across a variety of neighborhood markets. Seattle’s Topo Chico person, Daniel Matson, also takes place to be a well-related neighborhood musician. After viewing the pandemic decimate stay tunes, he approached Eric Lilavois, a recording engineer at London Bridge Studios, with a need to aid rising artists.

“Daniel and I routinely converse about the scene and likely collaborations and it type of progressed into conversing about this prospective thought for the Yellow Place,” explained Lilavois.

With the Yellow Room, Legat and 4 other emerging artists will each individual be given a 7 days of studio time with a London Bridge producer to file and launch their one. Topo Chico will then assist in promoting the tune on its social media channels. Matson insisted that all gains from the singles will go back into the artists’ pockets, as will the rights to their tracks.

Lilavois claimed he’s happy to be involved with this partnership, which can do a whole lot for impartial artists in a time when finances are tight, obtain to a quality recording studio experience is expensive and prospects for stay displays are nevertheless limited.

“Having a thing tangible to share and market is essential to be in a position to reserve shows,” claimed Lilavois. “Touring is how most folks make their living — and how most artists achieve their followers and develop their audiences — so for rising artists who failed to have the prospect to go to open up mic evenings or accomplish as an opener [during the pandemic], that truly confined possibilities for expansion and discovery. Topo Chico’s Yellow Home [helps] supply a platform.”

Legat, for his element, is also elated to be included, noting that doing work with corporate The us as an artist does not have the identical connotation now that it did for earlier generations.

“You always hear tales of bad promotions with labels or brands, so there is a certain stage of hesitation that nearly just about every innovative has, but I will say that Topo Chico eradicated that,” Legat reported. “I feel brand partnerships are getting to be a a lot more typical incidence in the indie artists neighborhood, primarily as brand names get into micro-influencing. A whole lot of indie artists that I know see it as a massive gain.”

Legat claimed he’s seen heightened awareness and accountability from some big companies as a result of consumers’ newfound want to engage with models that give again to the community and work ethically.

“With manufacturers currently being held a lot more accountable in this COVID era, I experience extra open to collaborative works with distinctive firms,” he explained. “I hope that additional firms and makes achieve into community communities and uplift them.”