Seether News

Consider it the latest case of a band becoming a brand. When the producers of "Chopper Challenge" needed a brand to feature in an upcoming episode of the motorcycle-building reality show on CMT, they opted for a different approach from the cable and insurance companies they had already used.

Every week, the 10-episode prime-time series presents a different bike builder constructing a custom motorcycle that incorporates a brand into the vehicle design. Previous shows included the Incredible Hulk, insurance company Geico and Time Warner Cable's RoadRunner broadband service.

Now, Billboard has learned, "Chopper Challenge" will for the first time use a band as the featured brand. The band in question is South African post-grunge alternative act Seether.

The band's image and logo will appear on the June 4 episode's custom bike, and three of its songs will be played during the show. The finished Seether bike will be donated to a charity of the band's choosing. Band members will appear in the episode to chat about motorcycles.

Reuters/Billboard