Resting in the Clinton Hill area of New York City is stationed a four-bedroom, two-and-a-half bathroom house referred to as the “Brooklyn Patch.” It’s owners: the folks who “first are sour, then they’re sweet;” yes, Sour Patch Kids.
Opening it’s doors only weeks ago, Mondelez marketing director Farrah Bezner believes “the Patch represents a long-term investment in indie music culture” – that coming from her interview with Ad Age. It being a hurdle for some bands to afford refuge in NYC, turning to a free bed and infinite gummies may be a no-brainer. With all of that in consideration, is there a trade-off? Well, only a winking expectation that they perform their music – or simply create digital content – in the name of Sour Patch Kids.
Trending under the “brooklyn patch” hashtag, some of their Tumblr-published work has already started spilling out. Artists like Saint Pepsi have uploaded an original track, while others have taken the route of softly plugging Sour Patch Kids with Photoshopped artwork. Bigger plans are in the works, though, as Ad Age reported of Deer Tick having a scheduled week on the books between Christmas and New Years Eve where the band hopes to create multiple videos. At one point, rumors spread of psychedelic rockers Tame Impala to have a stayover in the works, but those rumors were recently put to bed.