To Millennials there’s no such thing as selling out, and more brands than ever are providing opportunities to give the next generation of artists a leg up, and increase their own cool cred in the process.

To Millennials there’s no such thing as selling out, and more brands than ever are providing opportunities to give the next generation of artists a leg up, and increase their own cool cred in the process. Sour Patch Kids is doing just that with “Brooklyn Patch,“ a tricked-out artist crash pad that offers artists on tour somewhere fun and comfortable to stay for free. In exchange, when resident indie bands like Deer Tick upload digital content—tweets, YouTube videos, Instagram photos, Tumblr posts—during their stay, they use the hashtag #BrooklynPatch. The brand’s goal is reportedly for Sour Patch Kids to become “a part of conversations in culture.” (Vulture)