Posts Tagged ‘JCPenney’

After recording a video for “Song Away” MONTHS ago featuring comedian and musician Charlyne Yi, Hockey decided to give the video a different spin.  Check out the newest “Song Away”.  Though I can see this getting picked up by the few remaining music channels and possibly giving Hockey a big break post JCPenney back-to-school endorsement deal, I’m still partial to Charlyne’s version.

Hockey headlines Bowery Ballroom on Monday, March 15th, with guests The Postelles

Here’s the original video:

Hockey, Portland-based and awesome.  Photos from the August 10th Mercury Lounge show below…

After the show, lead singer Ben Grubin shared that they’ll be returning to NYC in October – although no dates have been scheduled (hoping it’s part of the CMJ music showcase!).  He also clarified the album release of October 6th (previously slated for September).  Last, he showed a little shame after I mentioned JCPenney’s gig a few days prior at Bowery Ballroom.  Understandable that they’ll want that promotion to pass, but we’ll have to wait and see how much it’s really gonna help album sales…

And yeah, he wore the same shirt he wore to Bowery.  How hipster.

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My pix from the August 8th JCPenney event at Bowery Ballroom featuring Hockey (for the JCP Front Row promotion).  The event was for tweens, except for the handful of hardcore fans that managed to get an invite to the event.  Despite this sellout move (with more JCP events taking place in Dallas and L.A.), this band is one to watch.

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One of my favorites, Portland band Hockey, has remained relatively unknown in the states. The vast majority of their promotion has been across the pond, with the occasional plug on MTVu’s site.  Things will quickly change, and I’m not sure I necessarily love it.

Saatchi & Saatchi launched their ad campaign for JC Penney’s back-to-school teen initiative, with an emphasis in cinema advertising.  A huge partnership was also locked in with Hockey.  Their catchy track “Too Fake” is featured in the ad and on the retail store’s site, their band name in display during the 1:00 clip, and JC Penney is a tour sponsor for a few US stops in August (including a sweepstakes promotion with tickets given away for their three shows).

Brandweek noted: Music features prominently in a new back-to-school campaign for JC Penney, with a dance track called “Too Fake” driving cinema and TV ads and the retailer co-sponsoring a series of concerts by Hockey, the band that created the song.

Although I’m all about a band’s survival during the steady decline of record sales, I have to say I’m unsure if I’m excited to see Hockey become the soundtrack for teenage back-to-school fashion, and not certain the association with JC Penney is necessarily the most fitting for this edgy band.  We’ll have to see if it will tarnish their image or help sell albums, but I’m guessing Hockey is well on their way to becoming more than that Canadian sport to teenagers (and those that enjoy teenage music now, I suppose – although I refuse to believe Hockey should be classified as teen-targeted rock music!).

Check out the ad below.

Ed-G.