e_juliana: (ben still sing along)
[personal profile] e_juliana
Bandom's growing up, peeps. Remember when "selling out" used to be the devil?

So, Coca-Cola announces this today:

Coca-Cola and Warner Music are to partner on a download release as part of the brand's new "Open Happiness" global marketing campaign.

The track, titled "Open Happiness," was announced at the MIDEM international music Market and conference in Cannes, during the "Exploring New Models For Brands and Music Partnerships" panel.

Umut Ozaydinli, music marketing manager for Coca-Cola's Worldwide Sports and Entertainment Marketing division, said the track would be marketed via billions of cans of coke

The song, set for release in March via Atlantic, features Fall Out Boy's Patrick Stump and Janelle Monae and is set to feature on the TV campaign.

I read on Idolator today that it:

will also have contributions from Cee-Lo, Panic at the Disco's Brendon Urie, and Gym Class Heroes' Travis McCoy. And it'll be produced by Butch Walker. And Polow Da Don.

Apparently they'll debut a snippet of it during American Idol tonight.

I wonder - in this day and age of synergistic marketing and 360 deals - do "kids these days" have any idea of the concept of "selling out"? I remember being heartbroken at hearing a favorite singer shill for Coca-Cola way back in the day. I remember my parents being furious at Beatles tracks being used for advertising. I don't think it works that way anymore, but I could be wrong.

Date: 2009-01-22 01:11 am (UTC)
From: [identity profile] cass404.livejournal.com
I was pretty sad when I heard The The in an M&Ms commercial. But really I just hope they get paid well for it now. The music is a commercial in and of itself and corporate sponsorship is what gets bands touring a lot of time.

Date: 2009-01-22 02:43 am (UTC)
From: [identity profile] amy37.livejournal.com
Yeah, it's ... different now.

I still cringe at product placement. And stuff like Citizens Bank Center, etc. Blech.

Yet! I love Patrick and Travie and Brendon having more exposure. I am easily swayed. And shallow.

Date: 2009-01-22 03:16 am (UTC)
From: [identity profile] greyplanet.livejournal.com
i think you're right.

Date: 2009-01-22 03:15 pm (UTC)
From: [identity profile] zmayhem.livejournal.com
I completely cringe at all of it, but, yeah, it's different... there was an article (linked in the Music thread on b.org, maybe?) about a year ago, all about how many ad music choices are being driven by the youngest people on the creative teams, who fall in love with obscure new bands or have beloved songs by unjustly obscure older bands and who desperately want to shovel some money and love and publicity their way.

(The article also had an amusing digression about the very young and music-loving creative team behind the Hummer TV ads of the past two years, and how many bands they approached who said, "Your professions of love are very touching, and we sure hope you keep coming to our concerts, but Hummer ads...um, thanks but no thanks.")


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