Is The XX a ‘marketing gimmick’ for Dos Equis?

by Hipster Run Off on Fri, 2009/10/23 - 7:11pm Post to Twitter

Photo by Chris La Putt

Yall might recognize this bro as the bro from the popular 2k9 indie blogpitchfork buzz band ‘The XX.’ He seems chill, like he is just a bro playing ambient minimalist spacey earnest dark guitar rock. I couldn’t help but notice his soda can tab earring. I went to the store to buy a 6 pack of sodas so that I could make my own [via weekend arts+crafts session].

It seems like it would be easy to pierce my own ear at home, then find a way to create an earring out of an aluminum can tab. Really feel like aluminum can designers are ‘fucking geniuses’ for designing recyclable mixed-use products.

While I was creating my personal dangly earring, I started to ‘put together the pieces’ and made a huge realization…. I had always thought that you pronounced the name of the band “the ex-ex.” But then I started 2 think…maybe u say it ‘The Dos Equis’, named after the popular adult alcoholic beverage.
I feel confused, like the DosEquis band is some sort of ‘marketing project.’ Like they created an indie buzz band to appeal 2 alternative ppl. It seems like this band might have been constructed by ‘marketing wizards’ to establish their brand within alternative circles. I have read that alcoholic beverage companies are trying to ‘break thru’ on alt-websites, so it makes sense that Dos Equis is attempting to ‘get referenced’ every time some1 says/tweets the band name ‘The XX.’

While part of me is ‘resentful’ and ‘hurt’, the other part of me is kinda in awe that Dos Equis was able to harvest this band/meme so well. Overall, I’d give the Dos Equis marketing department an A+ for this summer/fall ad campaign. Not sure if they will ‘retire’ the band, or if they will continue on forever as brand ambassadors.

Do yall still support The Dos Equis?
Will u still call them ‘the XX’/the ‘ex-ex’?
Do u feel like a victim in our modern world since everything is ‘potentially marketing’?

Are u going to start drinking Dos Equis instead of PBR?
Do yall know if The XX became ’so successful’ this year because of
a) ‘blog love’
b) ‘p4k love’
c) ‘british magazine buzz love’
d) the band’s ‘look’
e) taking advantage of an indie recession
f) a ‘huge marketing budget’ from Dos Equis
g) choose.ur.own.response

Previous XX Coverage
http://www.hipsterrunoff.com/2009/05/the-xx-seems-chill.html