If you’ve been paying attention to the music scene lately, a certain shoe company will have been hard to miss. Converse, maker of the famous Chuck Taylor sneaker, has been popping up everywhere from music and culture sites to live shows, like this past weekend’s sold-out Converse City Carnage festival. While this type of cultural marketing is nothing new, the company has managed to steer clear of lame, tone-deaf ventures and has instead thrown its weight behind worthwhile music and artists, both big and small.

Just a year ago, Converse opened the doors to Rubber Tracks, a state-of-the-art recording studio in Williamsburg, Brooklyn. Artists can apply to use the space and, if selected, get to record for free. In conjunction with the studio, Converse produces an online series of original short films. More recently, the company expanded into the world of art, unveiling a series called Wall-to-Wall, which celebrates street art across Europe and the United States. The brand collaborated with artists in over a dozen cities to transform unused wall space into huge murals. Check ’em out on the website or go see one for yourself in Williamsburg, where artist El Kamino has enlivened North 1st Street with a whimsical flock of birds.