The sound of silence

Sometimes, the absence of an experience is an experience in itself.

Using Grammy night as an attention-getter, SONOS has closed the doors of its flagship store in SoHo for the day in order to call attention to its stand on the repeal of net neutrality. Stark signs in its darkened windows proclaim "Music needs net neutrality," "We need music," and "Tell Congress to listen better," each with a call to action to visit battleforthenet.org.

This is not the first time SONOS has put a stake in the ground for music-related causes. Last fall they launched the "Listen Better" initiative to provide grants to organizations fighting censorship, supporting music education in underserved communities, and ensuring new technologies and the internet foster a healthy, diverse sonic culture for artists and listeners.

Relevant... credible... incremental and organic... this is how a brand grows a culture.