There is a long-standing and complex relationship between the advertising and music industries. Musicians seek any method possible to provide their music with exposure, especially in a highly competitive industry with a seemingly endless list of products/artists. But how far is too far? Is sacrificing one’s integrity worth netting more fans? In the cases of many artists below, they simply used it to their advantage. Companies like Microsoft, Apple, and Pepsi have the means for massive advertising campaigns. So when they reach out to an artist with promises of their song reaching millions, guaranteed, it’s difficult for the artists to refuse… even if they’re The Rolling Stones, U2, or Michael Jackson.
Michael Jackson – Pepsi
Michael Jackson’s affiliation with Pepsi is an odd one, mainly since the soft drink company continues to use his image posthumously. Jackson initially worked on a campaign with Pepsi in 1984, but that ended bizarrely as well. Jackson’s hair accidentally caught on fire during a simulated concert for the commercial, and he suffered second-degree burns on his scalp. Pepsi settled with Jackson out of court for $1.5 million, which he donated to a medical center. Earlier this year, three years after Jackson’s death, Pepsi unrolled a can featuring a silhouette of Jackson dancing. Pepsi is lagging behind Coke recently as the leader of soft drinks, so consumers can understand it from a business perspective — even if it’s slightly controversial and just a tad desperate.
The Rolling Stones – Windows 95
The Stones were there for the British Invasion, and also for the rise of the internet. So it’s only natural that Microsoft used the band’s famous track “Start Me Up” to promote Windows 95, the most popular operating system during its three-year reign. The track was chosen because it referenced the start menu, an innovative new feature at the time. Microsoft paid the band a few cool million for use of the song. The brand’s popularity helped a new generation of fans discover The Rolling Stones. Weezer benefitted as well, their track “Buddy Holly” appearing on the Windows OS CD. A demographic consisting largely of baby-boomers and 20-somethings made The Rolling Stones an excellent fit for Microsoft’s campaign. They could probably use something similar today to compete with Apple.
U2 – Apple
Speaking of computer powerhouses, Apple recruited Bono and the rest of U2 to help promote the iPod. With typical business shrewdness, the deal benefited both parties. Apple’s iPod was being promoted by one of the world’s most popular bands, and U2 was receiving ample exposure for their eleventh album, 2004’s How to Dismantle an Atomic Bomb. Lead single “Vertigo” was featured on the iPod commercial, and Apple released a special edition iPod with a color scheme reminiscent of the album. Laser-engraved autographs from each U2 member were on the iPod’s back as well. In addition to the fact that the Apple Store featured the band’s albums for several weeks, it’s difficult to blame U2 for taking on such easy exposure… as if they needed it. It was ironic when, a few years later in 2009, Apple switched from Apple to RIM’s Blackberry. Apple had not given them enough designer flexibility with new devices, and RIM was willing. Consider that a business partnership gone sour.
Rihanna – Vita Coco Coconut Water
Coconut water is delicious, refreshing, and healthy; one 16oz serving has more potassium than two bananas! One of the hottest names in the music industry, Rihanna, was happy to work with leading coconut water Vita Coco. “I wasn’t drinking enough water before, and I love coconut water,” Rihanna told Us Weekly. “It hydrates me just as much as regular water so it really started to affect my diet and the way my body was shaping up.” Rihanna is a proud native of the beautiful island Barbados, and her island persona seemed like a natural fit for Vita Coco and their desire to spread a message similar to “it’s so great and fresh, even island residents love it.” A commercial featured Rihanna lounging on a tropical beach, enjoying the refreshing drink. That was effective enough on its own, but there’s another strong selling point for the product: coconut water is a great hangover cure. Perhaps advertising that would be an effective strategy for the younger demographic. For now, Rihanna does the trick.
50 Cent – Formula 50, Vitamin Water Flavor
There are hordes of fruit and energy drinks endorsed by artists that flat-out suck. 50 Cent’s Vitamin Water flavor, Formula 50, is not one of them, at least according to the substantial revenue the product continues to generate. A name can only go so far in selling a foul-tasting product, so the sustained success of Formula 50 suggests Curtis James Jackson III may actually have a talented niche in the energy drink market. He also manufactures his own energy drink, Street King. A portion of its proceeds goes to underprivileged children around the world, another plus. Since he only releases an album once every two or three years, it seems 50 Cent is taking his extra time and putting it toward business ventures that are both delicious and charitable.
Musicians & Advertising: Where Music & Commerce Collide
There is a long-standing and complex relationship between the advertising and music industries. Musicians seek any method possible to provide their music with exposure, especially in a highly competitive industry with a seemingly endless list of products/artists. But how far is too far? Is sacrificing one’s integrity worth netting more fans? In the cases of many artists below, they simply used it to their advantage. Companies like Microsoft, Apple, and Pepsi have the means for massive advertising campaigns. So when they reach out to an artist with promises of their song reaching millions, guaranteed, it’s difficult for the artists to refuse… even if they’re The Rolling Stones, U2, or Michael Jackson.
Michael Jackson – Pepsi
Michael Jackson’s affiliation with Pepsi is an odd one, mainly since the soft drink company continues to use his image posthumously. Jackson initially worked on a campaign with Pepsi in 1984, but that ended bizarrely as well. Jackson’s hair accidentally caught on fire during a simulated concert for the commercial, and he suffered second-degree burns on his scalp. Pepsi settled with Jackson out of court for $1.5 million, which he donated to a medical center. Earlier this year, three years after Jackson’s death, Pepsi unrolled a can featuring a silhouette of Jackson dancing. Pepsi is lagging behind Coke recently as the leader of soft drinks, so consumers can understand it from a business perspective — even if it’s slightly controversial and just a tad desperate.
The Rolling Stones – Windows 95
The Stones were there for the British Invasion, and also for the rise of the internet. So it’s only natural that Microsoft used the band’s famous track “Start Me Up” to promote Windows 95, the most popular operating system during its three-year reign. The track was chosen because it referenced the start menu, an innovative new feature at the time. Microsoft paid the band a few cool million for use of the song. The brand’s popularity helped a new generation of fans discover The Rolling Stones. Weezer benefitted as well, their track “Buddy Holly” appearing on the Windows OS CD. A demographic consisting largely of baby-boomers and 20-somethings made The Rolling Stones an excellent fit for Microsoft’s campaign. They could probably use something similar today to compete with Apple.
U2 – Apple
Speaking of computer powerhouses, Apple recruited Bono and the rest of U2 to help promote the iPod. With typical business shrewdness, the deal benefited both parties. Apple’s iPod was being promoted by one of the world’s most popular bands, and U2 was receiving ample exposure for their eleventh album, 2004’s How to Dismantle an Atomic Bomb. Lead single “Vertigo” was featured on the iPod commercial, and Apple released a special edition iPod with a color scheme reminiscent of the album. Laser-engraved autographs from each U2 member were on the iPod’s back as well. In addition to the fact that the Apple Store featured the band’s albums for several weeks, it’s difficult to blame U2 for taking on such easy exposure… as if they needed it. It was ironic when, a few years later in 2009, Apple switched from Apple to RIM’s Blackberry. Apple had not given them enough designer flexibility with new devices, and RIM was willing. Consider that a business partnership gone sour.
Rihanna – Vita Coco Coconut Water
Coconut water is delicious, refreshing, and healthy; one 16oz serving has more potassium than two bananas! One of the hottest names in the music industry, Rihanna, was happy to work with leading coconut water Vita Coco. “I wasn’t drinking enough water before, and I love coconut water,” Rihanna told Us Weekly. “It hydrates me just as much as regular water so it really started to affect my diet and the way my body was shaping up.” Rihanna is a proud native of the beautiful island Barbados, and her island persona seemed like a natural fit for Vita Coco and their desire to spread a message similar to “it’s so great and fresh, even island residents love it.” A commercial featured Rihanna lounging on a tropical beach, enjoying the refreshing drink. That was effective enough on its own, but there’s another strong selling point for the product: coconut water is a great hangover cure. Perhaps advertising that would be an effective strategy for the younger demographic. For now, Rihanna does the trick.
50 Cent – Formula 50, Vitamin Water Flavor
There are hordes of fruit and energy drinks endorsed by artists that flat-out suck. 50 Cent’s Vitamin Water flavor, Formula 50, is not one of them, at least according to the substantial revenue the product continues to generate. A name can only go so far in selling a foul-tasting product, so the sustained success of Formula 50 suggests Curtis James Jackson III may actually have a talented niche in the energy drink market. He also manufactures his own energy drink, Street King. A portion of its proceeds goes to underprivileged children around the world, another plus. Since he only releases an album once every two or three years, it seems 50 Cent is taking his extra time and putting it toward business ventures that are both delicious and charitable.
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