Concerts

Neon Trees at Revolution Live on August 10

The unintentional irony of the advertising industry never ceases to amaze. It's not a coincidence that college-educated, 18- to 35-year-old female caffeine addicts with a hankering for hipster fashion will likely compose the crowd at a Neon Trees show. It's a premeditated big-business marketing ploy. In May, Seattle coffee giant Starbucks and New York City-based fashion magazine Nylon announced that they'd be cosponsoring a Neon Trees trek 'round North America, appropriately calling it the "Nylon and Starbucks Frappuccino Summer Music Tour." Together, these three brands are "rockin' America one city at a time" and simultaneously boosting brand recognition and profit shares. But don't let the sponsorship suggest it's an unauthentic scheme to simply sell iced coffee and magazine subscriptions. Neon Trees really do love Starbucks. "My frappuccino drink order is the mocha coconut frappuccino," Neon Trees' Chris Allen says in a "behind the scenes" tour video filmed at a Starbucks. "Obviously with some whipped cream, chocolate, and caramel on top of that." Let's hope their sound at their Fort Lauderdale stop of the tour is as sweet as his tooth.

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Victor Gonzalez