Music and fashion have never been so intimately connected. Recording artists such as Gwen Stefani are using their fame to sell apparel and handbags. Some have even initiated their own fashion lines. Take for instance Sean "Puffy" Combs' "Sean Jean" fashion line. His motto is “It’s not just a label, it’s a lifestyle.”

It is largely technology that is responsible for this increasing convergence between music and fashion. It was television, specifically music video services such as MTV that brought together the performer’s look, that is style and fashion, into the same place where pop rock and hip hop music is presented.

But what about the future? Is further convergence between music and fashion possible? YES. Again it is technology, this time the internet, that will drive an even deeper convergence between music and fashion. If websites such as CD Baby for independent music and iTunes for the major labels and established artists become the new music stores, why can’t cutting edge fashion labels whose websites also reach a worldwide audience, and whose customers crave new music, as well as new fashion, produce and create their own music and sell directly to their customers? Well this has already happened!

Diesel, the Italian based retail clothing chain and fashion label, is a brand that is a fashion brand actively engaging in the music business in an original and significant manner. Diesel has launched its own a music label, Diesel-U-Music. According to http://www.diesel-u-music.com/, the website for Diesel-U-Music, which is linked to the general Diesel site, “Diesel-U-Music represents a challenge to voice the most talented new artists' creativity.”

Diesel-U-Music sponsored an international competition of baby bands, DJs and producers. The label solicited over 6,000 demos and fully mixed recordings through their website and Diesel.com. Both websites are elegant and easy to use, and both enjoy a large and worldwide audience.

Next, Diesel took the best of the submissions and pressed four different CDs. These CDs are now available for purchase through the Diesel-U-Music website and Diesel's retail stores. Each of the 4 CDs represent different musical styles: Rock, Urban, Electro and Dance music mixed by the internationally recognized DJ Claudio Coccoluto. Each CD contains the best selections of the contest winners. In all, the CDs embody 48 tracks representing new sounds from UK, USA, Italy, Benelux and Switzerland. Diesel also collaborated with Stefano Cecchi Records which sells the CDs b mail order on their site.

Diesel is acknowledging the convergence of music and fashion by giving their customers what they want -- new fashions and new music. They are harnessing the power of the Internet to sell music directly to their customers. The traffic on Diesel’s sites is huge because the demographics of their customer base represent kids who are not only fashion savvy but Internet savvy as well. Why not use the traffic on their sites to sell their customers what they crave -- new music as well as new fashions? Diesel is doing it!