e_juliana: (ben still sing along)
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.

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e_juliana

December 2011

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