On Monday Procter & Gamble's Pantene shampoo will release two commercials featuring original music derived from a user generated contest begun earlier this year at Midem in Cannes.

Both spots will use the original song "Shine" by Rosi Golan, an unsigned artist who is currently in pre-production on her first album. In an unusual move the song will be sold on iTunes starting the same day the spot begins airing.

On iTunes the song will be listed as published by Pantene/Grey Music. Josh Rabinowitz, who in addition to being director of music for Grey is also a columnist for Billboard, launched the contest at Midem.

Asked why the company didn't give the song away for free Seth Klugherz, Pantene brand manager, P&G, North America, said, "iTunes is instant national distribution. There's a trend of people wanting to learn more about the music they hear in commercials. iTunes is not a profit generator for us, it's more to give consumers access to the song."

Golan, says P&G, will receive the "majority" of the revenue from publishing, writing, and the masters, although P&G owns the song outright since it was commissioned as a work for hire. Golan splits the revenue with Human, a New York based music house, which co-wrote the song. Adds Golan, "Artist like me who work hard and make very little money, one of the few ways to make money is through touring and iTunes. To give it away for free is to undervalue yourself."

Pantene has used Natasha Beddingfield's "Unwritten" in both the U.S. and the rest of the world since July 2007 in the majority of its spots. It remains unclear if "Shine" will replace "Unwritten" in the rest of the world but it will be added to the selection of songs available for use in commercials for the rest of the year.

The first of the two spots is a 60 second starring Maria Menounos of Entertainment Tonight talking about how she uses the product Volume Collection. In the second spot, a 30-second for a separate product, Pantene Beautiful Length, a mother and daughter show off their long hair. In both, a chyron identifies the name of the song and the artist.

Should the song sell well other brands may consider using more original music in their commercials rather than licensed tunes said Morgan Visconti, composer, Human. "We've gotten so close with brands in the past but people at the very top usually don't get it. This time we were eager to jump on the chance to do it."

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