No alternative: how brands bought out underground music

Timberland hosts rap gigs. Princess Nokia makes films for Maybelline. And Red Bull is the new school of rock. Have brand partnerships destroyed counterculture? Or are they all that’s keeping it alive?

Timberland hosts rap gigs. Princess Nokia makes films for Maybelline. And Red Bull is the new school of rock. Have brand partnerships destroyed counterculture? Or are they all that’s keeping it alive?

Kiran Gandhi (@madamegandhi stage name: Madame Gandhi) is an activist and electronic music artist. The former drummer for M.I.A. and the iconic free-bleeding runner at the 2015 London Marathon, she now writes music that celebrates the female voice. The womens #SUPERSTAR Slip-On is available now.

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by Rachel Aroesti via Electronic music | The Guardian