Life Offers Endless Possibilities

Back in November, Brooklyn’s The Cloud Room suffered a setback when lead singer J’s apartment building burned down due to a power surge that overrode a space heater. (More indie rock connections: J’s building tenants included The Hold Steady, and his landlord was Les Savy Fav bassist Syd Butler.) Obviously shitty news, but made worse because The Cloud Room had been recording the long-awaited follow-up to their self-titled debut in the building (J later found that the band’s hard drive was charred, but salvageable). But today we have GOOD Cloud Room news: Pepsi’s taken the band’s stand-out single “Hey Now Now” and set it to footage of Brazilian futbol legend Ronaldinho in a thirst-quenching new ad campaign. Maybe now J can finally replace his incinerated wardrobe. (Although burn-scarred shirts are so indie rock.)