The Weekly DiScussion: 'selling out' to sell stuff on the telly...
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It’s hardly a new concept – Band X allowing ‘Song Y’ to be used to soundtrack a television advertisement – but now, more than ever, it seems acts from the margins of popular taste are being exploited – or should that be given a boost? – by marketing men with their ears tuned to the sounds of the underground.
If it’s not Cat Power’s ‘The Greatest’ cooing its way from pictures of naked yet bronzed torsos or Camera Obscura’s achingly gorgeous ‘Country Mile’ embellishing Tesco’s Florence & Fred campaign (link, or see below) quite delightfully then it’s some pounding beatz ‘n’ piecez from Hard Knox selling a crappy Fiat as something the So Hot Right Now want on their driveways. With each and every advert break – between CITV shows and the Champions League alike – we’re bombarded with could-be hits from beneath the radar of popular radio. What DiS wants to know from you, our faithful many, is this: does it make a blind bit of difference to an artist if their material’s used on a TV ad, or has the medium as good as surpassed MTV as the way of getting your music onto screens nationwide?
Hits from advertisements have, after all, been fairly few and far between: for a period Levi’s seemed a pot o’ gold to many an act operating on the peripheries of taste, but neither Stiltskin nor Babylon Zoo achieved long-term success after their Levi’s-generated one-hit wonders, ‘Inside’ (1994) and ‘Spaceman’ (1996) respectively (although Jazz Mann has clearly been an influence on both Battles and The Mighty Boosh). Then, of course, there was Mr Oizo’s ‘Flat Beat’ in 1999… although that was, admittedly, The Aceness (link, or see below). More recently, José Gonzales’ ‘Heartbeats’ went top ten off the back of an advertisement for Sony televisions, but his follow-up singles failed to mirror his breakthrough form. On the plus side, his album Veneer did peak at seven on the UK chart. Successes elsewhere include Jet (‘Are You Gonna Be My Girl’ made 16 on the singles chart after its use in an iPod commercial) and The Dandy Warhols, whose ‘Bohemian Like You’ leaped from 42 to number five on the singles chart after Vodafone picked it up.
So, what fate awaits Camera Obscura, or Pink Mountaintops, whose ‘Can You Do That Dance’ is currently promoting lower-than-usual-alcohol German booze? Will these tracks – great tracks, incidentally – be released commercially to chart success, only for the bands to fade away again? Or will their powers that be purposefully fail to strike while the proverbial iron’s burning, keeping the loyal few happy in the process? Camera Obscura, certainly, could benefit from increased exposure – the highest-charting single from their current Let’s Get Out Of This Country LP, ‘Lloyd, I’m Ready To Be Heartbroken’, only managed to limp its way to number 124. Additionally, just why are advertisers now turning away from the Fatboy Slims and Chemical Brothers of this world (Adidas and Pirelli, since you asked; click for links) and focusing their attentions on the rather leftfield likes of Mazarin (Puma), Vashti Bunyan (T-Mobile!) and Lucky Jim (Kingsmill Bread… WTF!?; link, or see below)?
Do you see using your music to promote someone else’s products as a move for the better, or as ‘selling out’? Is having your track on a popular advert better than having it on rotation on MTV, which only a select few can tune into? What about television show tie-ins? Didn’t hurt The Gossip any, eh? Or actually writing material for a commercial: oh, Jack, you teeth-rotted red-and-white sexy, you. Could be worse, we suppose – someone somewhere might go and let EA Sports use an old Nirvana song for some rounders simulation or something…
Spinning in his fucking grave...
DiScuss…
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- Listen: Aidan Moffat and Malcolm Middleton cover Slow Club
- Aidan Moffat on Getting Older...
- Watch: 'And So Must We Rest' by Aidan Moffat & Bill Wells (DiS exclusive)
- Mixtape Monday: 10 Songs That influenced Mogwai by Stuart Braithwaite
- A Decade of Glasgow bands
yeh
advertising.
the 'sky hd' one soundtracked by mew's comforting sounds upset me so much that i did nothung
its a tricky one
if band that dont normally get much coverage get offered an advert then it seems churlish to say they arent allowed to, but generally i would prefer songs not to be tainted by being associated with them. And once you are rich then there is absolutely no justification at all.
musicians
have the right to make money, so I'd say its more up to them to make the choice as to whether they sell one of their own compositions to an ad. obviously they'd need to take into consideration people seeing it as "wrong" - but if they can live with it, then cool. composing music for whatever purpose will need to yield some sort of revenue. whether it's for the ultimate good of the artist or not remains in the public's hands... of all the ads on at the mo with "indie" syncs, only 1 in 10, if that, will have any sort of decent chart impact, I'd wager...
.
I just object to the whole concept of television advertising, in the same way that I'd object to having ten salesmen in my living room every 15 minutes.
When a track I know is soundtracking that it makes my guts whirl, even if it is like seeing someone I know in the paper at first.
I noticed a Gregg's advert yesterday
I'd not seen one before, I'm never eating there again
Also,
Architecture in Helsinki and Deerhoof on those Robinsons adverts.
As you said, increased exposure from adverts etc never lasts. It just promotes the band as a disposable novelty. Or something. I expect people will get bored of the Gossip soon, if they're not already.
also stiltskin was the first band i ever saw live
also i want that mr oizo remix of killing in the name.
on the topic, I think bands should be alowed to do what they want, though i prefer bands that have some kind of social responsibility, but that's up to them.
I remember Muse refused to let their version of Feeling Good (i think) be used by Nestle, so Nestle went ahead and pretty much covered it, that was gheyness.
At the end of the day advertising is a massive part of life, sometimes it is amusing, othertimes it gets in your face, but why should anyone miss out on a break, people do hella worse things than sign a contract which maybe goes against their musical message, and if they can get more people listening to their music, great. hmmmm i sidetrack
It doesn't make any difference at all
hearing a song on an advert by a band you like won't make it any better or worse.
Not selling out
As soon as a band is full-time, or has the desire to be so, then they must sell something to make a living. Some promotion is required. Prime-time exposure on television to millions of people is useful. The fact that this is associated with advertising a product is not important. It is not selling out. Selling out is changing your musical style to appeal to more people.
The fact that, as an example of your's, Stiltskin and Babylon Zoo achieved nothing more than one hit single as a result of their music being used in adverts is due to the fact that both bands were crap.
i think
I wouldn't let someone use my song on an advert. unless it was for apple computers (please!).
but if you're doing it to boost your career you're in for a disappointment.
the trouble is
those that know the band feel upset.
those who don't know the band, get to know a song but don't, most of the time, bother to find out who it is.
end result = bands fans feel like something special is being diluted, band doesn't gain many new fans, band then uses money to build studios (i.e. see James Mercer from Shins doing McDonalds advert)
What I wanna know is: is it worse to have your music owned by Starbucks or your career funded by exposure? and in these fractured times, is there such a thing as over exposure any longer?
Personally,
I think it's fine and dandy for and up and coming bands to allow their songs to be used, let them make their money. However I'd be annoyed if I was a fan of that band or song and had to hear it in every ad break, every day for 9 months or so. For example I used to quite liked that Devendra Banhart one, now I think it's fucking arse.
I was gutted by the Camera Obscura one
It was my favourite song on the album until I saw that stupid ad. Hearing a good song on an advert completely devalues it. End of.
Let's all go to Outback
My beloved of Montreal took a wod of cash to have the fuckers at Outback Steakhouses rework one of my favourite tracks ('Wraith Pinned To The Mist') into a horrid, asinine heap of shite.
However, I don't have to hear it 20/30 times a week as I'm not in the States and neither do I watch much TV anyway. I bet it'd really grit my shit if I did hear it all the time though, sitting through it 3/4 times on YouTube was bad enough.
But the money, according to Kevin Barnes, was all spent on production for the current tour and also allowed extra dates here and there... given that I'll be seeing them six times next week, I guess I'm a winner after all.
Best ever little tv soundtrack is from Nick Cave:
Q: Is there anyone who has approached you on your music?
A: I've been approached lots of times. We're in the process of suing a tampon company for ripping off "Red Right Hand," which I think is a great idea actually, particularly the title and everything. Not a very good advertisement for their tampons, you know what I mean. Anyway, it seems they have done that, but I absolutely refuse to let an advertising company use my stuff.
but
what if the salesmen were a band playing songs you liked?
it is indeed a tricky one
i find myself changing my mind on a regular basis about this. I can understand the artists right to make money off their music and lets face it no-one buys many albums these days but i do find it a bit cynical that people such as those old hippies banhart and bunyan can allow their music to be used to sell mobile phones. i can't really treat either artist seriously anymore. the thought of selling phones is just so alien to how they like to portray themselves. i was upset for many years about the shins macdonalds/gap flirtations. i don't really know how anyone could align themselves with such irresponsible companies. it did make me think i'll just download or copy their music as they obviously now don't need the money.
as someone who has released the odd bit of music in the past, if i were ever to be asked (which lets face it it aint gonna happen), i could probably bring myself to license stuff to tv docs or ads by ethical companies.if i were a huge artist like the white stripes theres would be so many other ways to make money. tom waits & bruce springsteen seem to do ok for themselves & correct me if i'm wrong but both have said they would never license their music to ads.
It can be very hit and miss
When done well it can bring artists to the attention of more people, e.g Devendra Banhart on the orange advert it fits the advert and a lot of people I know are now listening to him. Prior to this he would of been dismissed as 'hippy music'
However sometimes it just ruins the song 'inbetween days' by the cure on a car advert made me want to cry. It just didn't seem right.
Licensing song to adverts is a double edged sword but generaly if it gets the artist more attention I'm all for it.
'amazingly' the advert with Mazarin
helped some unknown band to discover there was another band to the same name, forcing the 'well-known' Mazarin to have to change their name...
>>
i don't hold such money making techniques against musicians, they still have rent to pay, and with so many fuckers illegally downloading music (yeah, you) they have to subsidise their income somehow. As long as they don't expect me to keep liking the song the same as before. I've got nothing against more people enjoying their music, but if its associated with a product i find displeasing then that association is likely to stay in my mind every time i hear the song. The associative properties of music really cannot be underestimated. And with the massive amount of exposure many adverts get, often playing regularly for months at a time, the association will become even stronger. As well as this you're very likely to get bored with the song (or at least the segment they chose to use)
As for the tapping of the underground, well i find it quite cynical. Ad executives have got a massive boner for folky/acousticy/singer-songwritery music at the moment, probably because of its perceived ability to tap into every single demographic going. Who doesn't like that sort of stuff? Soothing, melodic, poppy, it ticks all the boxes.
You could say the changed focus is to do with the greater exposure to 'underground' or 'alternative' music thats been a result of the internet/myspace boom. And the advertisers just personally like that shit, its what they be rockin on their iPizzle etc. But i think its more to do with branding. You don't want to use well known songs, they're not only too expensive but they also have too many associations with the consumers. They dont hear the song and think 'O2' or 'Nike', they think of the artist. And with a goldmine of good pop music in the indie community (i.e. memorable music), why not attach yourself to some of that?
the mazarin
i knew from a few years back have split up recently no?
also, the fiat referred to as 'crappy' in the above artcile (fiat grande punto) is actually pretty ace, as i have one. but no it wasnt to do with the music.
i say 'let them eat cake'
if it's this band :
http://drownedinsound.com/bands/8445
they just have to change their name...
it's all about Publishers
contracts and so on, not the band.
Besides, Feeling Good is a cover anyways!!!!!
my point was more that the Muse version is quite different to Nina's
but the Nestle one was almost exactly the same as Muse's, plus they only ran the advert for a few weeks i think, so it must have rustled some's feathers
I hate
the Polyphonic Spree as much as I hate Polyphonic ringtones.
Doesn't all this just mean...
... that there are now a load of people working at ad agencies that happen to like left-field music? And is that so bad?
maybe it is
all part of being green and warming - trust us we listen to folk music we can't possibly be overcharging you.
I personally wouldn't like my music to be used to sell products. I like to think I could be hard like Tom Waits and sue all those who sell music on the back of my well crafted songs.
After all if you wanted to make money you would of been a accountant rather then a musician so maybe people should think twice whether they need that 100k from Orange or will just go up their nose?
Muse
then gave their compensation to a baby milk charity or somesuch, if I recall. Good guys.
ouch no one would use
Oasis to sell something in the UK. It is like using Eastenders to woo a lady.
i'd sell out my music
i can always make more music
I dont watch TV
so this isn't a problem. But when i did watch TV it was the use of old songs that really stung. The ones you're already so attached to. Years ago they used Sittin' On The Dock Of The Day for Old Spice (or something). That hurt bad.
I dont see there being a problem with it at all
If an artist wants to make a living out of their music, they've got to actually sell some! I really don't see how promotion like this can be bad for an artist, unless its advertising weedkiller or something.
I used to work in HMV and there would be so many people asking for "that song from the car advert" or something similar. It sells music, can't argue with that
Deerhoof are on the
new robinsons adverts. I was so shocked when I first heard it!
agreed.
While the current of 'why buy?' continues(and dont deny it..), alternate revenue streams will be sought. This is the outcome.
REAALLY!!!!
that is just plain oddwrong, I assume it's one of their more straightforward tunes?
this is dumb
sorry it is....how to TV makers get money to make shows you watch? i hate ads. i always muter them or turn over. always.
not sure
I had subtitles on the other day while my dad was drilling and it appears up 'Deerhoof'
This was
clearly just an excuse to have Babylon Zoo on the front page of DiS.
isaac brock:
"people can bitch about my principles while they're living off their parents' money or scrubbing dishes for some asshole"
and if you find a song "tainted" by its use in an advertisement you're either a complete idiot or the song wasnt very good in the first place, or both
spree
i'd sadly forgotten that it was polyphonic spree on the sainsbury ads, it just drifted over my head as the sainsbury/jamie oliver theme tune.
it's just another new way of getting my attention for their product, it's got nothing to do with band exposure. i'd be concerned about what product / corporation i'm advertising and how my song was chopped up + talked over, which the band wouldn't have any say on.
i'm assuming there's more money in music on adverts rather than on a film, does anyone know? i guess it's quicker money + not enough to tempt those who feel they need the cash into using their music on a film rather than ads.
i've found myself asking the question of whether i should just make up a beaty generic sht novelty NME indie hit that 'the kids' would love under a different name, maybe it could even go on an advert, or maybe i could produce a really bad dance record for the summer - surely they're easy peasy..
i got offered Steriogram for a show a couple of months ago and it was basically sold to me as "remember Steriogram off-of that advert??!! well they're back!!"...
wow
its barely in it at all, you dont even get to hear what the song really sounds like. amazing they paid you for that
Annoyed
about Mazarin having to change their name - Nirvana didn't have to despite clearly having come a not-so-close second to calling themselves by that name - obviously having corporate heft behind you is the way to get what you want moniker-wise.
Many many moons ago a band by name of Bennet recording a ditty that went 'Thank God Mum's gone to Iceland'. Unsuprisingly Iceland shoved a wodge of cash in their face to use it in tv saturation advertising. Bennet refused, citing 'artistic integrity'. Heard of them? I thought not. In the words of Thom Yorke 'take the money and run'
that's a shame...
just when they were making a name for themselves...
What worries me more
Is that this post has become a fucking hive of adverts... to stop being pissed off when the adverts come on press mute, make a brew, read a magazine, have a quickie... simply just don't watch them and then when someone finally tells you about it you won't care because you won't have been tainted by it constantly.
Whether you bitch about it or not bands are going to do it anyway because not only does it get them some cash it gets them exposure and apart from the complete indie stalwarts that's what they want, for more people to hear their music. People who like a song on an advert may not be pure of spirit when it comes to finding out about music but at least they know a good tune when they hear one.
republica
and, if you're gonna use songs on adverts why don't they at least ditch the old ones? how many times do I have to be reminded about Republica?!! it's bad enough on the football.. they are making far too much money a long time after they departed (i'm assuming they split up..?!!!)
and i'm NEVER going down Electric Avenue (actually i walked past it once and it looks a little scary..)
really considering writing some kind of idiot song to make money now. what rhymes with ipod?
the go! team
justified it to support their studio time


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