Behind all that blue lies
a technicolor dreamcoat

The Gap is launching a music-based campaign to energize its image amongst younger consumers, reports Billboard.

The Sound of Color campaign showcases artists performing songs about color. Themed music videos were also shot for the songs.

An online effort points users to SoundofColor.com, where they can stream or download the music and videos beginning February 15th.

After one month, rights to the songs will return to the performers, who may sell or give the songs away as they see fit.