The Null Device

10 Pivotal Moments in Band/Brand Relationships

10 pivotal moments in band/brand relationships, from the crude commercial tie-ups of the old days (the Beatles' disastrously naïve merchandise licensing deal and the Pepsi/Michael Jackson tie-up), through various milestones (Moby licensing every track on his album Play to advertisers, whilst saying no to firms he found ethically dubious, such as McDonalds; Of Montreal turning the sell-out into performance art by rerecording a song as an Outback Steakhouse jingle and pocketing lots of money for it (though, to be honest, they probably they probably stole the idea from New Order), and onto the current day, when traditional record labels are waning and savvy sponsors are acting more like the art patrons of the pre-capitalist era than the traditional merchandisers of yore, setting up free MP3 labels and free recording studios, letting bands do their own thing for a reflection of some of the cool; raising questions about the nature of authenticity and the idea of "selling out" (a concept by now as unfashionably anachronistic as boycotting Nike products). Is selling a song to an advertiser, and spending the money on projects one has creative control over, more damning than signing one's rights away in perpetuity to a major label owned by a hedge fund for a pittance? And if there's no such thing as purity, which ways of compromising are more acceptable?

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