9. Mountain Dew’s Green Label Sound
Mountain Dew used to spend their ad money with MTV, to sponsor the yearly Dew Circuit Breakout contest, where the companies got together to try and find the next Fall Out Boy. Then, in 2008, Mountain Dew launched the Green Label Sound project instead and decided to give all their money to nice indie artists, like Neon Indian and Wavves, who would record one-off tracks that Mountain Dew could then give away for free. While this content shift may not be garnering Mountain Dew a lot of soda sales in Williamsburg, it is generating them a lot more write-ups in Ad Age.
Comments (13)
[...] Read this article: Flavorwire » 10 Pivotal Moments in Band/Brand Relationships [...]
The recent Levi’s Pioneer Sessions! Wonderful concept, by an otherwise dubious multi-national label, trying very hard to win indie fans over.
No mention of Kiss? How’s that possible?
Sting and Jaguar?
“The trade-off is that your iPod will soon be sponsored by corporations.”
Isn’t the iPod already made by a gigantic corporation that likes to try to censor and control as much content that goes on their products as possible?
I love this article. Great moments, and a fascinating/sometimes-depressing look into how the power of a corporate brand can work for and against an artist. We should also look at the artists themselves and how they’re fashioning their brands before a corporation ever gets involved. The following piece on Nine Inch Nails and How To Destroy Angels looks at how Trent Reznor has managed his brand through multiple evolutions (not to mention his well-publicized involvement in The Social Network).
http://www.sparrowhall.com/blog/fashioning-your-own-brand-of-art-when-publicity-goes-awry/
There should be some mention of the mid-late 80s when graying rockers like Clapton and Steve Winwood handed over their songs to Michelob one after the other. That seemed to be some kind of tipping point at the time, when the elder statesmen either decided selling out was cool or just said “F**k it, they’re going to buy my stuff anyway.”
“What’s really amazing is that Moby didn’t say yes to every single licensing request he got.”
Why is this basic display of integrity so “amazing”?
@Marcus: I think she meant that there were more than 18 sponsors who lined up asking for a piece of the record’s songs.
Also, if there were room for other things on this list, I’d include Scion’s Mixtapes and A/V Club (partnerships w/ DFA, iheartcomix, etc), and even though it’s more behind the scenes-y, Justin Timberlake writing the McDonald’s “I’m Lovin’ It” jingle.
This is stupendously dull.
[...] Siegel and Joe Schuster, sold full ownership and rights to the character for $130. The Beatles sold off 90% ownership of the rights to their likenesses. For years, Dale Earnhardt Jr. didn’t own the rights to his [...]
[...] Siegel and Joe Schuster, sold full ownership and rights to the character for $ 130. The Beatles sold off 90% ownership of the rights to their likenesses. For years, Dale Earnhardt Jr. didn’t own the rights to his [...]
[...] assault. The company, who had originally agreed to sponsor Bowie’s Glass Spider World Tour, immediately dropped the ads. To be fair, this era of Bowie’s career is probably attributed to coke moreso than Pepsi, IF [...]
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