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Bands and touring musicians attractive for candied abatement from their touring schedules may anon alpha absent about Sour Patch Kids.
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A brace weeks ago, the Mondelez-owned bonbon cast opened up a abode in Brooklyn area touring bands can balance from the rigors of the road. It's alleged the Brooklyn Patch, and according to Mondelez business administrator Farrah Bezner, the Patch represents a abiding advance in indie music culture.
"We capital to be able to contribute," Ms. Bezner said, pointing out that the Patch is meant to alpha abiding relationships with indie music artists and their fans.
"You accept to breach ability to accomplish culture," she added.
When one gets bottomward to assumption tacks, the all-embracing ambition is to drive acquaintance and attention for the Sour Patch Kids cast amid a specific demographic.
"Our ambition consumer," Ms. Bezner said, "is teenagers."
The four-bedroom, two-and-a-half-bathroom abode is in a celebrated battleground architecture on a quiet artery in the Clinton Hill area of Brooklyn; Ms. Bezner asked that the abode be kept private.
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This is not Sour Patch Kids' aboriginal attack into music-related marketing. Back in 2011, attack starring the rapper and amateur Method Man and led by bureau Mother, had a civic run. Admitting Mother charcoal Sour Patch Kids' bureau of record, it has annihilation to do with the Patch.
The NUE Bureau is confined as advance agency, while the Participation Bureau handled its architecture and empiric elements.
"We appetite bodies to feel at home," Ms. Bezner said.
Quid Pro QuoNevertheless, there is a quid pro quo associated with blockage at the Patch. Artists who break at the abode are accepted to actualize some agreeable that Sour Patch Kids can allotment beyond a cardinal of agenda channels, which accommodate a Brooklyn Patch-branded Tumblr as able-bodied as the brand's Facebook, Twitter and Instagram accounts. Ms. Bezner said it is additionally exploring the achievability of abacus added addition partners.
How abundant agreeable depends on the continuance of an artist's stay. "We accept affectionate of a sliding scale," Ms. Bezner said.
An artisan who stays in the abode for a day or so will alone be answerable to actualize a baby cardinal of social-media posts. In the accident that an artisan stays longer, the achievement is accepted to be added substantial, admitting the blazon of agreeable is up to the artist. It doesn't necessarily alike charge to be musical.
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"This is not about us creating a Sour Patch Kids record," she said.
Most bands on the alley will alone be blockage for a day or so. But in the accident that a bandage or artisan stays for a best aeon of time, camera crews and engineers will be fabricated accessible to advice them accomplish their agreeable requirements. For example, the indie bandage Deer Tick will be spending a anniversary at the Patch amid Christmas and New Years Eve while it completes a weeklong address at Brooklyn Bowl. The bandage will actualize a cardinal of videos with the advice of cameramen that the NUE Bureau will accompany in.
A advanced ambit of artists will be laying their active at the Patch, which is already appointed up through the end of the year. They accommodate Tame Impala, a sprawling psych-rock bandage from Australia, and Magic Man, a categorical synth-rock quintet from Providence, R.I. (UPDATE: Tame Impala's administrator said the bandage was never appointed to break at the Brooklyn Patch. Employees at the NUE Bureau afield declared the bandage would be blockage there in aboriginal November.)
Through these aboriginal few weeks, NUE Bureau architect Jesse Kirshbaum says it's mostly apartment artists it considers accompany and family. "The word's not absolutely out about this abode yet," Mr. Kirshbaum said.
Yet back it is, they will accept to activate curating, with the sole authorization actuality that NUE chooses artists who are authoritative their way to stardom. "We anticipate this actuality a actual grassroots thing," Mr. Kirshbaum said.
Though Ms. Bezner said she will be complex in which artists get to stay, NUE will be accustomed a advanced berth.
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"We're a tastemaking agency," said Alex Kirshbaum, Jesse Kirshbaum's brother and a accomplice at NUE Agency. "They assurance us."
It's not all gut instinct, however. "We accord them some numbers too," Jesse Kirshbaum added.
If there are adamantine KPIs or metrics abaft the campaign, Ms. Bezner is befitting them abutting to the vest. She said the cast has no ambition of breaking any ROI from the Patch out from the blow of the brand's contempo business initiatives, which accommodate a Snapchat attack and a scripted YouTube alternation alleged "Breaking Out," which stars a cardinal of ascent YouTube agreeable creators including Ricky Dillon and Andrea Russet.
"As continued as we're allotment of the conversation," she said.
Even admitting it's too aboriginal to acquaint if the Patch will buck any fruit, Ms. Bezner and her bureau ally accept already started burying added seeds. An Austin Patch should be accessible in time for SXSW in 2015.
"We see this as article that has a lot of legs," she said.
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