MusicDish e-Journal - March 24, 2018
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'West Coast Lifestyle Vibe'
By Jon Newton,
(more articles from this author)
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In a bald-faced and tasteless exploitation of the sports and music worlds, a famous guitar company and a business peddling 'action sports apparel' are hooking it to, "create an album showcasing emerging talent, including athlete-musicians from the action sports world," the album to be boosted by a Big Five label.

In the process, we get not only a new type of performer (athlete-musician) but also a new genre - the, "music of action sports."

Ocean Pacific Apparel Corp (Op), Fender Musical Instruments and Warner's Rhino Records are the perpetrators and they boast the resulting CD - with a catchy title, Op Emerging - is, "the first full collaboration between an action sports apparel company and the music industry" and that their relationship has been 'mutually supportive' every step of the way.

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"Itís a joint effort encompassing all the processes of album making, including artist recruitment, which included a large-scale Web contest on; studio production; and design, manufacturing and distribution," they brag.

Michael Marckx, the ad-man for Op, based in Irvine, California, correctly points out that, "Until now, the business of marketing the active lifestyle and fashion of action sports and the music of action sports have been managed independent of each other."

He goes on, "This project is fully supportive of the artists. Thatís why some top athlete-musicians are into it, and thatís why we've included a track from Scott Spiezio, because heís all about Orange County - the epicenter of the surf industry and home to our World Champion Angels. Additionally, all of the guys from the Fender Web contest are into the West Coast lifestyle vibe."

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