Footwear brand Converse is releasing the first of its music collaborations featuring U.K. acts today (Oct. 6). It is part of a year-long campaign centered around British talent.
The first track features Bernard Sumner from New Order and Bad Lieutenant with Alexis Taylor and Joe Goddard of Hot Chip, as well as electronic duo Hot City.
The track, “Didn’t Know What Love Was,” is available globally to stream and download here here.
A video for the track will be rolled out Nov. 2. A second track, featuring Graham Coxon of Blur, Paloma Faith and Bill Rider Jones, formerly of the Coral, will be released in January 2011.
“The U.K. music scene is recognized globally for its pioneering and unparalleled creative influence,” said Geoff Cottrill, chief marketing officer of Converse, in a statement.
“We wanted to create a platform to celebrate this, from the icons of British music talent to the more emerging artists. We are extremely excited about what we have in store for the next 12 months for Converse fans worldwide.”
In July, Converse teamed rapper Kid Cudi, Rostam Batmanglij of Vampire Weekend and Bethany Cosentino of Best Coast for the single “All Summer” as part of Converse’s Three Artists, One Song collaboration. The global initiative began in 2008 with the release of “My Drive Thru.”
