Mountain Cool?

Mountain Dew is trying to reach the coolest kids around. In order to do so, they've recently launched a music label that supports digital music from the web.

The label, called Green Label Sound, helps to promote new content on the web and allows users to download (free) tracks from new artists.

Will this help Mountain Dew resonate with the cool kids? Maybe. I'm all for brands taking chances but this seems like somewhat of an odd fit. Plus, I'm not that big a fan of their first, signed artist (video below).

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