The Gap and Josh Stone Join Forces

Digital Media News reports on some smart cross-marketing: "The Gap is well-known for using big artists…like Macy Gray, Missy Elliott, India Arie and Madonna … Now, EMI artist Joss Stone is entering the fold…Starting April 28th, visitors of gap.com will be able to download the Stone rendition of "The Right Time," famously performed by Ray Charles and Etta James. Joss Stone will also be featured in a major television advertising campaign, with viewers encouraged to "Get the song at Gap.com…"

"The Gap is the latest big corporation to embrace digital downloads, following in the footsteps of Pepsi, Coca-Cola, McDonald’s, Rayovac, and Citibank…the latest move reflects the growing importance of online marketing. That has placed the Joss Stone download front and center, offering extra promotion for both the store and artist."

Hypebot:  It doesn’t hurt that Stone is young and beautiful, but you have to wonder why we don’t see more of these kind of win-win cross promotions.