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We never considered that Wilco, a 23-year-old alt.rock band, and Shinola, a six-year-old Detroit luxury goods manufacturer, share common ground.
That was before reading a Tuesday blog post announcing: "Wilco Has a New Ride, 'The Detroit Arrow.'"
To promote a Wednesday night concert at Meadow Brook Amphitheater that opens its summer tour, the Chicago band led by singer Jeff Tweedy commissioned a poster from a graphic design studio in Hickory, N.C.
"This poster features an illustration based on their beautiful bike, The Detroit Arrow," a $1,000 model from Shinola, says Pfahler Creative Labs says at its blog. Here's how the Southern branding firm connects the alternative rockers and the luxury bike:
This particular concert is in Detroit, Michigan, home to one of the best hand-made steel bike makers around: SHINOLA! As their website describes: “Each Shinola bicycle undergoes a precise, custom-level assembly by experts in our Detroit Flagship retail store. Because we believe there’s only one way to properly build a bicycle, and that’s one at a time, by hand, with rigorous attention to detail and using only the highest quality components available.”
In part, this description reminded me of Wilco. As a band, they too seem to craft songs and albums "by hand," as it were, with a rigorous attention to detail as well.
No money changed hands, a Shinola representative tells Deadline.
"There was no intentional cross-branding or partnership here," says an emailed response to questions. "Wilco showed us the posters and we are grateful for their support and humbled that they would feature our Detroit Arrow.
"We wish them luck tonight and continue to promote the love of music in this city."
Ah, the sweet sound of harmony.
Here's a video of the poster-printing process in North Carolina:
