For many years, artists and their managers questioned whether linking their music to advertisers was “selling out.” That battle is long over. Few even debate the question any longer.
Artists now routinely put singles into videogames and commercials before the songs are serviced to radio or they record exclusive versions of their songs for an advertiser’s Web site. Brands pay for artists to record videos and then produce commercials that mimic those videos.
And if advertisers aren’t having contemporary artists record updated versions of their classic jingles, they’re putting on their own tours with bands that will be featured in an upcoming game or staging a musical based on their ads.
As advertising, marketing and media professionals gather Sept. 22-26 in New York for Advertising Week, Billboard looks back at 10 leading brandmakers, notable collaborations reported in recent months between music makers and advertisers.
Hayden Panettiere & Candie’s
Hollywood actresses have often tried to cross over to the music world with various levels of success. For every Britney Spears, who was seen on “The New Mickey Mouse Club” early in her career, there is a Tina Yothers, who released the album “Confessions” with her band, Jaded, in 2000 to unenthusiastic reviews. For the first single, “Wake Up Call,” off Hayden Panettiere’s upcoming as-yet-untitled album (Hollywood Records), the singer/actress, who is seen on NBC’s “Heroes,” partnered with Candie’s. The shoe/apparel brand paid for most of the costs for the song’s video and then made a 30-second ad that included elements of the clip. The multimillion-dollar campaign, which launched at the end of July, also included print ads.
While Candie’s has put musicians in its spots before-among them Fergie and Hillary Duff-this time the brand went the extra step by making its TV ads look like the music video and vice versa.
Click through for the full list including a look at pacts between Katy Perry/Steve Madden, Shwayze/Pontiac/MTV and more.
