Think of it as a David-and-Goliath battle with a dance pop sound track and a 37-cent stamp.
The U.S. Postal Service will promote the album of the band, Postal Service, as part of a new cross-promotional marketing agreement.
When the behemoth U.S. Postal Service found out that a young rock band had named itself "Postal Service," executives weren't happy. They sent a cease-and-desist letter to the band's label, Seattle-based independent Sub Pop Records.
But what began as an argument over name rights turned into the mail-delivering institution's first cross-promotional music deal.
The members of Postal Service -- Seattle rocker Ben Gibbard of Death Cab for Cutie and Los Angeles-based electronica maven Jimmy Tamborello -- created their current record by sending tracks and lyrics back and forth to each other via the postal service. Hence, the name.
Sub Pop executives explained the back story and suggested that the USPS turn the musicians into marketing partners instead of adversaries. The USPS ultimately agreed to let the band keep using the name via a licensing deal, and will take advantage of the musicians' hipster cachet through some innovative co-promotions.
"We found a place in the middle where all our interests can be served," said Jonathan Poneman, Sub Pop's owner and founder. "There's a real spirit of cooperation."
AD AGE -- U.S. POSTAL SERVICE MOVES INTO MUSIC PROMOTION