1. This is a sample from Ben’s presentation – one of
many case studies he’ll discuss, illustrating how
branded content and commerce can co-exist. This
particular example describes a fashion collaboration
that took place in June 2012 between Jackthreads
and musician Asher Roth.

3. •
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9. “Jackthreads.com began rolling out a series of artist-centered
merchandise campaigns that musicians should be taking note of due to
their superior marketing execution.”
“Want to dress like rapper Asher Roth while simultaneously listening to
Asher Roth jams? Well, you’re in luck, thanks to a recent collaboration
between Roth and members-only shopping site, JackThreads.”
“In promotion for his clothing line on JackThreads.com, Asher Roth is
giving away this b-side cut when you purchase one of his essentials for
summer. Backed by production of Chuck Inglish from The Cool
Kids, “Space” is a breezy record made for chilling at a pool party.“
Complex
“Roth created his "Summer Essentials," filled with items from some of
your favorite streetwear brands, and after you complete your purchase
of gear, this bonus track was made available for you to add to your
library.”
Hypetrak
“In the past, online clothing retailer JackThreads has collaborated with the
likes of J. Cole and Girl Talk to bring fans their favorite artists' choice
styles. Now, it looks like Asher Roth will join the JackThreads team to
curate his own must-have list this summer.”
HipHopDX