THE PATCH:

We make giant brands feel like startups through culture mashing. 

Sour Patch Kids created The Patch as a music sub brand that connects SPK with consumers by becoming part of cultural conversation in a way that is authentic and relevant to our teen consumer. We launched the program with a house in Brooklyn, where musicians stay while they're touring. The Patch provides artists with a haven while on the road, fully tricked out with a recording studio, local products, and other resources that help them grow as artists. After proving the model in NY we launched Austin just in time for SXSW.  Its a good thing we did, because Billboard listed The Patch as one of SXSW’s top activations of 2015. 

The Patch is more than a house; it's a multi-channel platform that supports up and coming musicians.  We capture intimate and exclusive performances with The Patch Sessions, an ongoing video content series that showcases musicians staying at both Patch houses. The content is not offered anywhere else, and the sessions have highly engaged followings from fans and consumers.

The Patch partnered with SoundCloud to promote artist tracks and profiles and creates a community of Patch artists on a music platform.

A tumblr houses all Patch content which is made to be shareable, furthering the connected experience between artists and their fans. Follow the story at thepatchhouse.com!