If Mikey Rocks and Chuck Inglish are looking to avoid the somewhat problematic hipster label, their latest business venture may not help the cause. However, it should be noted that as artists without an official record label backing them, an advertising boost from Pepsi can only help their bottom line. Over the weekend The Cool Kids became the first Hip Hop act signed to the Mountain Dew backed Green Label Sound imprint. Pepsi, which owns Mountain Dew, calls the latest venture a "virtual record label." Unlike Jermaine Dupri's Tag Records label, Green Label Sounds is strictly dedicated to singles.
"Mountain Dew is not trying to push their product through music like everyone else, they just wanna support music," Chuck Inglish explained to Wired magazine. "And with us trying to set up our new record without a record company, Mountain Dew gives us an unexpected helping hand to get up those steps."
Unlike the over handed partnerships between artists such as Busta Rhymes and Courvoisier cognac or Chris Brown and Wrigley's, the popular beverage or their slogan is never mentioned in "Delivery Man." Additionally, Mountain Dew is not requiring an e-mail address to get the free, legal download. There is also an embeddable widget [below] for increased portability and customization options for music bloggers. Of course, it is rather hard to miss the company's trademark colors of red and green. So are The Cool Kids selling out? Mikey Rocks doesn't think so.
"Green Label Sound is giving artists like ourselves an opportunity to get to a different scale than we were previously on," adds Mikey Rocks. "The program gives us a further reach than we would've had on our own, but we still get to keep the same creative independence that we like to have."