The symbiotic relationship between fashion and rock 'n' roll dates back to the beginning of time-- or at least far back enough for people to care about who wore what onstage. In this era of New Media it's only natural then that small bands (up and coming) are getting boosts from some of the biggest names in apparel industry. Whether these clothing brands function as actual record labels complete with licensing deals, in-house radio stations or user driven-contests, the success of these collaborations is undeniable. Not only is it proof that commercial sensation can be found without a major label contract, it also means that you're likely to discover the hottest underground acts while browsing the racks. Now that's time well spent.

UK-based denim pioneers Lee Cooper, having just celebrated their 100th anniversary and availability in 70 countries, have been outfitting musicians since the beat generation. Clothing everyone from Mods on Carnaby Street to Serge Gainsbourg and friends in Paris, they just obtained the golden licensing ticket. Over the next 3 years the company -- along with Apple Records -- will release exclusive Beatles-memorabilia-themed T-shirts and accessories. Therefore the decision to hold an international music competition and release the winning band's album in-store was inevitable. Called 'Morris is Pleased to Release Your Band' in ode to founder Morris Cooper, this year's winners were none other than infectious Parisian garage outfit Brooklyn. Their Volcanology EP was released amongst a fashion media blitzkrieg and sponsored tour. As a result, the band reached a much wider audience, and was picked up by Control Alt Delete Records for their full-length debut Clandestine.

Levity Records is based in Australia and is the brainchild of Levi Strauss. Rather than acting as a corporate megalith as one might fear, Levity operates strictly as an artist development label. Founded in 2007, they pick up the tab for production, marketing and promotion of a featured band's EP -- even bankrolling the music videos. Perhaps most impressive is the fact that all recording rights return to the artist after 6 months. It's been a success story from the start -- our fave Kiwi contortionists Cut Off Your Hands were the first band to sign, and have since picked up exponential momentum on an international scale. The proof? COYH's full-length debut album is being released this January on Les Savy Fav's indie label French Kiss Records. As for Levity, they forged ahead by adding Mercy Arms and WOW to the roster. Keep an eye out for their latest offering, John Steel Singers, in 2009.

Viva Radio is an online station broadcasting hour-long live episodes featuring up-and-coming indie bands alongside obscure classic gems. As a guerilla radio website in a color scheme of black, white and pink, each episode is curated by contributors who in turn divulge their guilty pleasures and listening habits. Each host has a theme, be it 'Gay Beach Hits' or 'Burger Time,' which is actually hosted by wunderkind DJ and T-shirt designer Max Wowch. What does T-shirt design have to do with radio broadcast? In this case, everything: Viva Radio is underwritten by American Apparel. Click on the 'Viva Radio' online shop and you are redirected to the retailer's site to browse the CD and vinyl offerings-– and T-shirts. The station has recently added exclusive in-studio performances by such acts such as Jay Reatard and Friendly Fires. The stores then get exclusive soundtracks for the AA shopping experience. If you're inclined, drop them a line. They take submissions!

Urban Outfitters has always worn new music on its sleeve. One of the first retail chains to display the CDs in current rotation behind its counters, it was only natural they dipped their toe in the music biz. They just started releasing online mix tapes available for download for free on their website -- and unlike iTunes, these mp3s are meant for sharing. Also this fall, UO reached out to their #1 artist of the year, French act M83, to team up for concert promotion giveaways in each town on his North American tour. Users simply embed a tour widget within their social networking profiles (MySpace, Facebook etc) and email the direct link displaying the feature as a contest entry. Local winners for each stop on M83's tour receive concert tickets and a gift certificate to the store. The PR boost was a complete success, as evident by the sold-out shows and The Killers’ tapping of M83 to open on their January and February tour.

Perhaps the loudest advocate for non-traditional marketing strategies featuring up-and-coming bands stems from Diesel. After 8 successful years, Diesel:U:Music has wisely adopted the catchphrase 'Everything About Music Is Changing', urging people to un-sign-up from its previous incarnation and stay tuned for the next one. Recognizing that studio-quality music can easily be made in the bedroom and distributed via social networking sites, they have decided to go a different road and let fans tell 'em who’s making the best music. While D:U:M once consisted of an annual contest with a resulting tour, now there are no more competitions. Planning to relaunch the project as a mega-site with user-driven content, Diesel hopes to provide an online community support network for discovering and sustaining breaking artists. Meanwhile, all music-related items may be found on the Diesel:U:Music Radio page, where they promote such acts as Mon Pallas and Lesser Panda. Be sure to check out the footage from their 30th Birthday xXx Party, which took place in 17 countries over a 24-hour period. Diesel might be in development for their next phase in the music business, but they are undoubtedly still rocking the boat of what's cool. Who else could get Hot Chip to play as a backing band for Chaka Khan?

~Abbey Braden