In one of the most perplexing yet amusing moves I’ve seen in music marketing, Justin Vernon of Bon Iver will be featured prominently in a workout video.  Read the full article on Pitchfork here. My opinion on this? Bon Iver = chillout music, not work out tunes.  However, the writer of the article kind of has a point – maybe this will appeal to those indie kids that shy away from the mainstream, adrenaline pumping tunes.  But what about all the underground electronic/dubstep stuff floating around? I don’t get it.  But maybe, just maybe, the fact that Bon Iver and fitness don’t seem to go together is brilliant marketing.  Counterintuitive, yes, but it gets people talking.  The fact that this news is breaking just after his Grammy nominations being announced means that many more people are going to be aware of this guy.  In this case, offbeat could equal memorable which could equal success.  Watch the video in the article and then decide…discuss in the comments!

[vimeo https://vimeo.com/33296092]