Bands or Brands? The Future of 'Independent' Corporate Radio

by Jarrett Martineau | April 22, 2008 at 08:03 pm | 178 views | add comment

Dizzee Rascal - Fix Up, Look Sharp @ Free Yr Radio Corner

Wired poses a similar question to one I've been asking a lot lately, will the future of independent entertainment be completely reliant on big-branded corporate products and projects in order to survive?

Who would have thought that it would take a team-up between Toyota and Urban Outfitters to help save independent radio? Perhaps there is a better question to be asked: Will it work?
Several artists believe it may, including Mudhoney, No Age, Yeasayer, !!! and more. All have signed on for the second coming of the Free Yr Radio concert series, which was "crafted" in 2007 by Toyota Yaris and Urban Outfitters, according to its official site. The grand plan is to save indie radio and perhaps offer some nice product placement in the process.

Shows left on the slate include:

White Williams benefiting Boston's WERS on May 21

!!! benefiting Columbus' Ohio-FM on June 14

Mudhoney and No Age benefiting Seattle's KEXP on July 23

Yeasayer benefiting Minnesota's The Current on July 30

A promotional compilation is also for sale, with all proceeds to bedivided amongst the benefit stations. Yaris giveaways and UrbanOutfitters gift certificates are also to be had.