Kraft Gets Into The Music Business
from the sponsored-music dept
We're seeing more and more consumer brands getting involved in the music business. In parts of Asia this sort of thing has become a lot more common, but we're seeing it more and more in the west as well, such as when Tag body spray started its own record label, or when Groove Armada signed with Bacardi, rather than a record label. Now, Raimund Ostrowski points us to this story about Kraft Canada, which, in an attempt to revive the Triscuits brand, had a musician in Toronto write a 30-second song for a commercial. The commission was then expanded into a full 3 minute song which is getting airplay on the radio and can even be bought at iTunes. While (understandably!) some may not like this sort of commercialization of music, it does show yet again the many other business models that can show up to help pay for the creation of music.![Hide This Hide this](https://ii.techdirt.com/s/t/i/topclose.png)
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Filed Under: commercials, music, sponsors, triscuits
Companies: kraft
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And then there's the inadvertent success of a song!
What I saw, instead, was a surprising number of people trying to determine the song of the campaign!
It appears the song is very popular with people, so in this example, both Subway and the musician saw increased sales.
I've no problem with businesses using music to sell products (freecreditreport.com's songs are also cute). While I may not purchase them, it's good to know others will.
I just hope and hope and hope that Corporate America doesn't turn the music industry into nothing but advertisements for products, as they're very well known to do.
The last damn thing I would ever want to hear is a song about Tide, the laundry detergent, no matter how damn good the music is.
But that's just me. Feel free to disagree.
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Re: And then there's the inadvertent success of a song!
Some car insurance company is using a cover of "16 going on 17" from the Sound of Music in their commercials. It works for the company's ad because, hey, driving age -- but it's also still a good song (if the stylistic sacrilidge doesn't turn you off).
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Contradiction
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Actually that is just icing on the cake. The point that was being made is that the artist was 'commissioned' to make the song. Hence he or she was paid to produce the music which was not in existence yet. This pay for produce is the business model, and if they sell some on iTunes, then so be it.
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If this is progress, you have to wonder where the world is going.
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Back to the world where artists performed for a living.
It's not such a bad place.
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Something in that logic's flawed...
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Just look for movies that the Army/Navy/Airforce funded and I bet there are some that you liked. Songs might be a bit trickier, but there are a few.
Can it work for Craft? I don't know, haven't heard the song
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"$5 dollar foot long..."
If you really don't understand this simple principal of advertising then you're an idiot.
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I'm sure there are at least a few.
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Phillip Morris has always been good at marketing
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That's where we are headed.
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The flaws are thinking that crap advertising works and that musicians do what they do because of the money.
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Holy F***! Are you kidding me?
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Cultural Luddite. Not everyone can support an artist with patronage as they did in Medieval Europe, oh great prince.
Oh, you're not rich? That's ok. I'm sure your favorite artist can get a pizza delivery job.
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Clever idea... it's a good way to generate site traffic, and good PR for the band that wrote the song... except that the song embodies the quintessential "uncool" that most teenagers who are '16 going on 17' avoid like the plague.
But I have been curious as to the success of this campaign given it's seemingly uncool nature. Anybody know if they have statistics on this campaign published anywhere?
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This song is brought to you by Chexmix
http://www.amazon.com/gp/product/B001R8WZAW/ref=dm_dp_trk12?ie=UTF8&qid=1236882204&sr=8- 2
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How is this understandable? A good song is a good song. Rap music is full of paid product placements that doesn't make them bad. They are bad because rap sucks. But that's not my point.
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