Converse goes on celebrating UK rock and dance music by popularizing it across the world. Recently, the brand presented two short documentaries covering the dance music tour, ‘Live from London,’ which was arranged by the shoe brand and the Fader across the US last fall. The videos showcase producer Jamie xx, the key figure of the project, as well as “one of the premier purveyors of dubstep” Fantastic Mr. Fox sharing their thoughts on music.

Converse supports indie music not only by creating more opportunities for up-and-coming musicians, but also by saving iconic rock venues from closure. In September 2010, it was announced that iconic London-based the 100 Club, which for over 70 years has been hosting performances by a plethora of musicians such as the Sex Pistols, the Rolling Stones, Oasis bands among others, was due to close because of an increase in rent prices. The club was to be shut for ever in December 2010, but then the 100 Club said that it was discussing possible business collaborations with various partners that could help it out of the trouble. Now, the results of these business talks are unveiled: Converse, one of the biggest global shoe-brands for teenagers and younger adults, comes out as the sponsor the venue.