The Gap colors Raveonettes, Dntel, Swizz Beatz, more

Attention synesthetes: The Gap will theoretically be raising public awareness of your disorder—as well as the store's brightly-hued spring and summer collections—this month with the upcoming "Sound of Color" promotion featuring new songs by Dntel, The Raveonettes, Swizz Beatz, Marié Digby and The Blakes.

Gap gave each band/artist a color and asked them to work their wizardry, resulting in "Turning Red" (Dntel), "Black and White" (The Raveonettes), "Candy Paint" (Swizz Beatz, for green), "Magic" (The Blakes, for blue) and "Yellow" (Marié Digby).

Additionally, in a move that begs the question, "How much money are they spending on this promotion, anyway, and shouldn't they be devoting some of it to certain other issues that have plagued the company as of late?", each song has been passed along to a different "cutting-edge director" for production of a 60-to-90-second video accompaniment (hey, that's the perfect length for a commercial!).

Although the sound-of-color idea has been used before as a marketing tool, Gap hopes that the kids today will feed sales by helping the "Sound of Color" promotion turn viral. After the website goes live on Friday (Feb. 15), anyone can watch, listen to, or download the songs and videos for 30 days, after which time the ownership of the songs transfers back to the artists. For now, watch the artists discuss their contributions in videos posted on the site of Rehab, the multimedia artist Gap collaborated with to dream up "Sound of Color."

The Gap's dabbled in color-song-related promotion before, notably with this 1999 "Everybody in Cords" commercial featuring a roomful of chillaxed people singing Donovan's "Mellow Yellow" (including Phantom Planet lead singer Alex Greenwald and, at the very end, Rashida Jones!):