As I’ve mentioned in earlier posts, one the key trends in music culture today is finding new, and sometimes whimsical ways for fans to engage with the music they love.  Enter Drinkify.

Despite the cheesy title, Drinkify shows some promise.  The concept? Matching drinks with the artists you like.  In the mood for Ratatat? Enjoy a gin with a glowstick on the side to complete the mood.  Of course, many of the “suggestions” are tongue in cheek, but it presents a plausible way for artists to earn more revenue.

This is a good idea in theory, but I’m not sure how much this would benefit up and coming artists.  The article isn’t clear with how the artist stats/recipe algorithm works.  Publicity could be good for artists but the app is self-limiting to those with a certain worldview.  Though the app’s intentions are good, I can see how the worship market, for example would want to distance itself from this type of promotion.   What Drinkify does indicate is that artists are likely to move towards a new form of brand association that maximazes fan participation, preferably through social media.

Read more here on Evolver.fm