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Mark Hoppus: 'sponsored albums is next step for artists and brands'

Rhian Jones
Mark Hoppus

Brand and artist partnerships are about to be taken one step further, according to Blink 182 frontman Mark Hoppus.

Speaking at Midem the pop-punk artist suggested that clothing labels will be the next corporate entities to fund
artist albums, after "the fallout of labels".

Said Hoppus: "The brand influence on bands right now is something you're going to be seeing a lot more of. The fallout of labels, the lack of funds they have to fund bands, there are going to be bands who have sponsored recordings and their albums are going to be sponsored and put out by Levis or Gap or whatever it is.

"There's going to be a lot more of that because bands are having to turn to other places to fund themselves other than traditional labels."

Blink 182 have partnered with various brands over the years, with tours sponsored by Hurley and Billabong as well as working with Honda and US telecommunications company AT&T.

Hoppus and bandmates Tom DeLonge and Travis Barker have all also started their own clothing labels over the course of their careers - Atticus, Macbeth, Famous and to be launched this year - Hi My Name Is Mark.

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Tags: partnership, Brands, Blink 182, Midem, Mark Hoppus, sponsorship

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