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Is selling music to advertisers still considered selling out? Is selling music to advertisers still considered selling out?
(3 months later)
Once upon a time, a band allowing music to be licensed for use in adverts was considered a heinous act of creative amorality. Nowadays, does anybody really care? Robyn's advert for Volvo debuted this morning – it's one of those filmic two-and-a-half minute jobs, directed by her boyfriend Max Vitali and looking more like a small feature than a TV spot.Once upon a time, a band allowing music to be licensed for use in adverts was considered a heinous act of creative amorality. Nowadays, does anybody really care? Robyn's advert for Volvo debuted this morning – it's one of those filmic two-and-a-half minute jobs, directed by her boyfriend Max Vitali and looking more like a small feature than a TV spot.
"It's not a commercial about a car – it's a commercial about a way of thinking," Robyn told Billboard. The clip premieres her new song with Röyksopp, Monument. But what does it mean these days for an artist to sync their music with a commercial product, and sometimes even write music specifically for a company?"It's not a commercial about a car – it's a commercial about a way of thinking," Robyn told Billboard. The clip premieres her new song with Röyksopp, Monument. But what does it mean these days for an artist to sync their music with a commercial product, and sometimes even write music specifically for a company?
An artist selling their music to flog a car, fast food or alcohol did not used to go down well; but there's a long tradition of musicians getting in bed with marketing CEOs. There are three companies in particular that are well known for their musical collaborations.An artist selling their music to flog a car, fast food or alcohol did not used to go down well; but there's a long tradition of musicians getting in bed with marketing CEOs. There are three companies in particular that are well known for their musical collaborations.
Coca-Cola is one. In 1965 Tom Jones recorded a jingle for them ("Say, I could do with a Coke right now!"); Ray Charles and Aretha Franklin sang a Coke-based song that Neil Diamond wrote in 1969; Jack White penned What Goes Around Comes Around for this ad in 2006, and Taylor Swift has made it apparent she loves Diet Coke, as has Duffy. Coca-Cola is one. In 1965 Tom Jones recorded a jingle for them ("Say, I could do with a Coke right now!"); Ray Charles and Aretha Franklin sang a Coke-based song that Neil Diamond wrote in 1969; Jack White penned What Goes Around Comes Around for this ad in 2006, and Taylor Swift has made it apparent she loves Diet Coke, as has Duffy.
Pepsi is another. Collaborators include: Michael Jackson in this cringey advert, (a Pepsi-take on Billie Jean), David Bowie in this spot, Britney Spears in The Joy of Pepsi campaign, and Justin Timberlake in this. In fact, there's not many musicians left who haven't drunk the soft drink on TV: Beyoncé, Jennifer Lopez, P!nk, One Direction...the list goes on.Pepsi is another. Collaborators include: Michael Jackson in this cringey advert, (a Pepsi-take on Billie Jean), David Bowie in this spot, Britney Spears in The Joy of Pepsi campaign, and Justin Timberlake in this. In fact, there's not many musicians left who haven't drunk the soft drink on TV: Beyoncé, Jennifer Lopez, P!nk, One Direction...the list goes on.
In recent years Apple has become well-known for signing up hot artists to sell its new release products. Feist's hit 1,2,3,4 had worldwide success after it was used to announce the coloured iPod nanos. U2, Cat Power and the Pixies' Gigantic have all been appropriated to memorable effect. In recent years Apple has become well-known for signing up hot artists to sell its new release products. Feist's hit 1,2,3,4 had worldwide success after it was used to announce the coloured iPod nanos. U2, Cat Power and the Pixies' Gigantic have all been appropriated to memorable effect.
Of course, the latest company making a name for itself as a big-player in the using-music-in-advertising stakes is John Lewis. Singing the tune for their Christmas commercial is a bigger coup than the end-of-year number one spot, Eamonn Forde argued. So far, artists including Taken By Trees, Ellie Goulding, Fyfe Dangerfield, Slow Moving Millie, Gabrielle Aplin and Lily Allen have covered Guns N' Roses, Elton John, Billy Joel, The Smiths, Frankie Goes to Hollywood and Keane. Watch them all here. Of course, the latest company making a name for itself as a big-player in the using-music-in-advertising stakes is John Lewis. Singing the tune for their Christmas commercial is a bigger coup than the end-of-year number one spot, Eamonn Forde argued. So far, artists including Taken By Trees, Ellie Goulding, Fyfe Dangerfield, Slow Moving Millie, Gabrielle Aplin and Lily Allen have covered Guns N' Roses, Elton John, Billy Joel, The Smiths, Frankie Goes to Hollywood and Keane. Watch them all here.
So, is it now completely acceptable for bands to market their songs to advertising companies? It might be the case that with declining record sales and the increase in online streaming, there is little money to be made from music these days. Lady Gaga famously received just £108 from 1m plays of Poker Face on Spotify. Artists are having to find new ways to earn a crust – most of their income now comes from touring, merchandise, and yes, advertising. It may well be that artists are simply doing what they need to in order to survive.So, is it now completely acceptable for bands to market their songs to advertising companies? It might be the case that with declining record sales and the increase in online streaming, there is little money to be made from music these days. Lady Gaga famously received just £108 from 1m plays of Poker Face on Spotify. Artists are having to find new ways to earn a crust – most of their income now comes from touring, merchandise, and yes, advertising. It may well be that artists are simply doing what they need to in order to survive.
In this Buzzfeed piece, Sara Quin of Tegan & Sara spoke of their decision to write a song for Oreo. "A tiny sliver of bands are doing well. The In this Buzzfeed piece, Sara Quin of Tegan & Sara spoke of their decision to write a song for Oreo. "A tiny sliver of bands are doing well. The rest of us are just middle class, looking for a way to break through that glass ceiling. The second Closer got Top 40 radio play, we were involved in meetings with radio and marketing people who said, ‘The next step is getting a commercial.’ I can see why some bands might find that grotesque, but it’s part of the business now.”
rest of us are just middle class, looking for a way to break through
that glass ceiling. The second Closer got Top 40 radio play, we were
involved in meetings with radio and marketing people who said, ‘The next
step is getting a commercial.’ I can see why some bands might find that
grotesque, but it’s part of the business now.”
Indeed, there is no better exposure for a song than it being the soundtrack for an ad. And now that artists thought to be implicitly credible have taken the corporate shilling (Lou Reed for Honda, Nick Drake for Volkswagen and Pearl Jam for Target), it may be that the stigma has decreased.Indeed, there is no better exposure for a song than it being the soundtrack for an ad. And now that artists thought to be implicitly credible have taken the corporate shilling (Lou Reed for Honda, Nick Drake for Volkswagen and Pearl Jam for Target), it may be that the stigma has decreased.
Then there's the fact that the quality of advertising has arguably increased. Like Robyn's Volvo promo, many adverts have become big, expensive affairs (see Baz Luhrmann's Chanel advert as just one example), with the aim of elevating branding to art.Then there's the fact that the quality of advertising has arguably increased. Like Robyn's Volvo promo, many adverts have become big, expensive affairs (see Baz Luhrmann's Chanel advert as just one example), with the aim of elevating branding to art.
If bands don't have a problem with licensing money to TV shows or movies for instance, then maybe better-looking adverts have just become an extension of that. One thing's for sure, the relationship between commerce and music is strengthening. Big festivals are nearly all sponsored by multiple companies, and artists are even appearing in adverts as themselves, not just providing the backing track. (Hi John Lydon). If bands don't have a problem with licensing money to TV shows or movies for instance, then maybe better-looking adverts have just become an extension of that. One thing's for sure, the relationship between commerce and music is strengthening. Big festivals are nearly all sponsored by multiple companies, and artists are even appearing in adverts as themselves, not just providing the backing track. (Hi John Lydon).
It was surprising then, when Adele told Q in 2011: "I don't want my name anywhere near another brand. I It was surprising then, when Adele told Q in 2011: "I don't want my name anywhere near another brand. I don't wanna be tainted, or haunted, and I don't wanna sell out in any way. I think it's shameful." Or when Super Furry Animals rejected a £1m deal with Coca-Cola because of their human rights record, and Arcade Fire spoke of not wanting their record to be associated with a car commercial. It's no longer the default position. The likes of Justin Timberlake (him again) basing a whole song around a McDonalds campaign (I'm Lovin' It) and selling an aftershave is de rigueur.
don't wanna be tainted, or haunted, and I don't wanna sell out in any
way. I think it's shameful." Or when Super Furry Animals rejected a £1m deal with Coca-Cola because of their human rights record, and Arcade Fire spoke of not wanting their record to be associated with a car commercial. It's no longer the default position. The likes of Justin Timberlake (him again) basing a whole song around a McDonalds campaign (I'm Lovin' It) and selling an aftershave is de rigueur.
What do you think, then, about the relationship between commerce and music? Does it bother you? Or is it just a fact of life? Is it now acceptable, given that artists have few other ways of earning money? Or do you remain absolutely horrified at the sight of Iggy Pop flogging car insurance? Leave your thoughts in the thread below.What do you think, then, about the relationship between commerce and music? Does it bother you? Or is it just a fact of life? Is it now acceptable, given that artists have few other ways of earning money? Or do you remain absolutely horrified at the sight of Iggy Pop flogging car insurance? Leave your thoughts in the thread below.