(Photo: Little and Ashley)

For the past century, brand-dropping and the music business have gone together like Cracker Jacks and baseball.  But over the last few years we’ve really been hit over the head with blatant product placements like Chris Brown’s jingle-turned-single for Doublemint gum and Flo Rida’s plug for Apple Bottom jeans.  Lyrics have openly been put up for sale to the highest bidder (facilitated by brokers like The Kluger Agency), and artists and brands don’t seem overly concerned with keeping their collaborations covert.

Music licensing expert Danny Benair, owner of music licensing agency Natural Energy Lab, doesn’t believe there are any rules in the product placement game.  “Kids growing up in the ‘60s and ‘70s were riding around on a bike with a transistor radio, and someone had to knock on your door to see you.  Now, every moment of every day you can know anyone’s location and what they’re doing, so it’s a completely different atmosphere.  Distraction level is so high, most placements are about trying to be the one waving the flag the highest.”

As we continue to customize our media experiences, it’s harder and harder for unwanted ads to seep in.  But why not go to the source and make ads more relevant and entertaining?  Why not use content to draw in consumers, rather than force-feed them?

This is obviously much more difficult, but some artists are leveraging their creative skills to do just that.  Lately artists have become more empowered in the process of cross-promoting with brands.  Savvy artists have begun using commercials as a testing ground for new singles.  Being paid upfront for a 30-second mini-song has become an opportune way for artists and labels to test out new material before investing in a full release.  As a result, brands are being paired with unique, cutting-edge music, and artists are guaranteed instant exposure. 

Case in point: Gatorade approached rapper/producer David Banner to create a jingle for their latest “Evolve” campaign, and the result was a soulful, southern creation that sounds straight out of 1950s Mississippi.  Banner recently told RapRadar, “I believe in this project so much, that even if it doesn’t do what it’s supposed to do right now, I still don’t believe it is the wrong move.”  He insists that it’s not about the money, but rather about building opportunities for him to sustain a long-term career.  The spot was so well-received that he’ll be including the full-length version on his upcoming album with producer 9th Wonder, “Death of a Pop Star.”

Benair explains why artists are drawn to what may appear to be glorified jingle-writing. “It’s cross-promotional branding, it’s a way to get paid and get exposure.  It’s a win-win for these artists.”  The trade-off is that one would normally expect jingles to be owned by the corporate brand, which would limit an artist’s ability to use the song in future releases.  However, Benair says, “These could be more creative deals than a traditional work-for-hire.  Maybe the money isn’t as high, but if the artist uses it as a single, that part of the song is associated with one [brand], i.e. Wrigley chewing gum.  I’m sure the deals are definitely altered.” 

The best news is that this doesn’t just apply to established artists with powerful marketing and recording budgets.  Amazon.com’s new Kindle campaign features indie duo Little and Ashley’s “Fly Me Away,” which was included in a 30-second stop-motion video submitted in response to Amazon’s DIY commercial contest.  The spot was so successful that Amazon commissioned a follow-up, which again featured a new mini-song by Little and Ashley called “Stole My Heart.”  The eccentric, romantic jingles tell stories that fit the literary vibe of the Kindle, and the duo is now releasing full versions of both songs to take advantage of the momentum. 

This is a clue as to how brands can creatively adapt to stay connected with their consumers through music.  “Every single placement is distinct, because [every brand] has that personality attached to it,” Benair says. 

Here’s hoping companies choose to embrace that personality and collaborate with artists to create new and interesting music, rather than just drop names into any song on the radio.