As we all know, Nike realized a while back that music and running go together like horse and carriage, and came up with Nike+ music concept where they teamed up with Apple and iPod. They’ve now taken the concept a step further and have started to release running optimized albums: Nike+ Sportmusic.
The albums are not about running per se, but the music lasts for an average jogging exercise length (about 45-50 min) and peaks musically towards the end. De La Soul is now joining Aesop Rock and LCD Soundsystem to give Nike fans workout inspiration (via Wired)
I think this kind of co-ops are really interesting, artists are founding better ways to market and sell their music than old record company models and Nike is capitalizing on the street credibility these artists bring by offering them huge visibility.
This is really interesting. What I see here is a change in the way we see music and its possibilities; how it is used, in which ways/contexts, how it is created etc.
I mean traditionally music (and other art forms) is thought to be created because the artist has an inner need to express him/herself. Certainly, this concept has been questioned especially in the field of popular music and its claimed commercialism. However, what is new here, from my viewpoint, is that music is created for a specific purpose from the beginning and the context (=running) in which the music is supposed to be listened to is taken into account all the way through the creative process.
I guess usually it is up to the listener to decide what to do with the music; when to listen and what else activities to possibly do when listening. In this case, music is connected to a bigger picture, i.e. a sporty lifestyle, a certain activity, which the music is planned to support.
And from the standpoint of marketing/promoting, this truly is a win-win situation for both parties: De La Soul and Nike.
By: Laura on April 30, 2009
at 9:31 am
What I read a few months ago was that before the Nike+ concept was launched maybe 15% of runners ran with music. Now it’s around 80%.
What I particularly like is how the new Nike+ tracks are actually tailored to fit the workout. Good to see bigger names signed up.
By: _raz_ on May 17, 2009
at 8:24 pm