With the way things are going in the music industry, artists – especially indie musicians – must get creative. Bands and brands are partnering up in all sorts of interesting new ways. With money no longer pouring in from the big labels and CD sales, more focus is being put on things like concert tickets, direct support from fans, and partnerships with brands.
Critics might say a band is selling out when they do something like partner with a brand, but I say go for it… As long as the philosophy/feel of the brand is somewhat aligned with the band and its ideals and they are ok with it, I think partnerships can be a great way for a band to gain exposure. And in many cases get paid, which in turn allows them to keep making great music. For example, commercials.
Though not their first commercial, I was pretty floored to hear Throw Me The Statue‘s song, “Lolita”, in an Urban Outfitters commercial. Urban Outfitters is big, whether you like their clothes or not. While some may balk at the band’s association with that store, others will discover TMTS for the first time by hearing their song in the commercial. For the newbies among you, check out Evolving Music’s recent interview with TMTS here.
Though I agree that it’s nice that folks will find TMTS’s music via the commercial, it is certainly a tad depressing that ‘being discovered’ is an action no longer associated with the already-too-commercial music industry and is more often than not becoming the domain of the advertising and film industry.
I’ll agree with you, though – “selling out” is rapidly becoming the only way to make a living as an artist/band, so you can hardly blame anyone for saying “yes” to being in a commercial – it furthers their goals, lets them write more music, and finds them a wider audience.
I’m looking forward to seeing the tide turn away from this habit, though – the internet will have done its job when people don’t have to rely on Big Tube and Big Screen to introduce them to great new music.
@sudara
Ya the state of the music industry can be depressing to be sure, when it comes to ‘being discovered’ and the like.
But, more importantly, I think those of us involved in the music industry and the dialogues about it have a responsibility to explore new ideas and support artists as they try different strategies on for size.
Let’s keep promoting good, especially indie, music. And let’s keep analyzing what’s happening in the industry, charting the progress of social media in music, and encouraging people to be innovative and fearless as we all move forward in this foreign terrain.
Who gives a rat’s ass how people find the music, just so long as they do. “Selling Out” is a dated concept and nowadays is the name of the game. The key is to provide the broadest exposure for your music. Looking down at television advertising as too low brow doesn’t make sense. People watch t.v. like crazy, and as a result the merch and music featured in television ads move big numbers. This isn’t 1969, and the Age of Aquarius never materialized. The point now is the same as it ever was, artists want exposure and business wants to expand their margin. So lets not off this crap about large companies “exploiting” up and coming artists. The relationship is copacetic with both parties reaping benefits. Buy Moonbeaams, not because it was in a commercial, but instead because it is dynamic & unique record that is pleasure to listen to. Peace.