When Instacart launched their nostalgia-based "throwing it back to '99" campaign this summer, Third Eye Blind's "Semi-Charmed Kinda Life" was the obvious choice for a soundtrack. Still, as frontman and guitarist Stephan Jenkins tells Parade, having a brand feature your song in an advertisement is always a "dicey" prospect.
When it came to Instacart's retro commercial concept, on the other hand, Jenkins saw the campaign as a way to connect viewers with Third Eye Blind's music — and he wasn't disappointed with the "cute" and "charming" results.
Jenkins goes on to say that because he doesn't watch TV, he didn't realize how often the commercials were being played until he was backstage at an event.
Reflecting on Third Eye Blind's appeal for young listeners who are just discovering the band, Jenkins says their music is "illuminating what there now is," adding, "it's a different present tense that it was for people 10 years ago."
"It's saying something to them...helping to tell them who they are," he says. "And it definitely keeps the music alive to me as well."
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"The idea of doing a free concert especially in New York City, where everything is so expensive, was just something we were enthusiastic about," he says, pointing out that when he was a teenager going to "off-the-hook little punk shows" in San Francisco, he didn't have a lot of money to spend on concert tickets.
"It's really about having an authentic abstraction through music," he says. "And that's why I keep working at playing live and why it continues to matter to me because it's all about the more real and connected I am within myself, the more it's actually able to transfer."
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