How Sour Patch Kids Is Using Free Lodging to Become the Favorite Brand for Bands

Opening crash pads in Austin and Brooklyn

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In October, Sour Patch Kids opened the Brooklyn Patch, a brownstone nestled in the borough's Clinton Hill neighborhood that roving musicians can use as a crash pad while in town for gigs and video shoots.

Less than six months later, bands like Dr. Dog, Deer Tick, Joywave, Magic Man and more have accepted the brand's offer, staying at the Brooklyn Flea-decorated digs, seemingly free of charge. Now the Mondelez brand has established its second residence for musicians, in Austin, just in time for the city to be overrun with bands during the annual South by Southwest Festival. 

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