What do you get when you combine the selling power of Bud Light’s Santogold with the laconic New York charm of the Stroke’s Casablancas and the non-laconic L.A. sizzle of N.E.R.D.-y Pharrell Williams (not featuring Lindsay Lohan)? Basically, a well-produced Neptunes-style sneaker jingle with the guy from the Strokes and Santi on it. Could be worse … we like commercials that sound good. The Guardian gives us the deets about how the power trio plans to lace up and sell us new kicks.
…Santogold — the scattershot American electro-punk who is currently one of the most talked-about artists — is fine with it. “It’s like one of the main ways to get our music heard now and so it’s stupid for artists to shy away from that,” she said to Gigwise.
The new untitled song is “such a Pharrell track”, Santogold said. We hope this means it recalls the heights of Justin Timberlake and not the lows of Skateboard P.
A video has also been shot, in which we assume Converse trainers will feature prominently.
Finally, if anyone’s worrying that this kind of arbitrary commissioned project might somehow be lacking in a clear, creative vision, Santogold offers the following lucid insight: “Everybody on it does their own separate thing and we didn’t do it together so it ends up being just this weird long song with sort of everybody with lots of their own personalities separate.”
UPDATE: Cornerstone Promotion dropped us a line with more details on the collab:
To celebrate the 100th anniversary of the iconic shoe brand, Converse has brought together Pharrell, Julian Casablancas, Santogold and N.E.R.D to create an original full length track. The song will be made available to the world as a free online download. The collaboration came together when Pharrell and Julian sat down to discuss ideas in New York. After Julian was on board, Pharrell saw Santogold at SXSW for the first time and thought she would be a perfect fit. Santi recorded with Pharrell in Miami. Julian recorded with Pharrell in Miami after Santogold & then again in LA. More information and the track will be released shortly.