Kraft Gets Into The Music Business

from the sponsored-music dept

Thu, Mar 12th 2009 3:01am — Mike Masnick

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.

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Filed Under: commercials, music, sponsors, triscuits
Companies: kraft

33 Comments

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R. Miles, 12 Mar 2009 @ 3:44am

And then there's the inadvertent success of a song!
A few weeks ago, I was doing an internet search looking for a complete list of Subway's "5 footlongs for $5" campaign.

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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some old guy, 12 Mar 2009 @ 4:20am

Re: And then there's the inadvertent success of a song!
If Tool did a Tide song, I would never use another detergent again.
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Whisk33, 12 Mar 2009 @ 4:52am

Contradiction
Isn't the fact that the song is being sold on iTunes contradictory of your new business model argument? I mean if it is on iTunes it is digital which means it can be copied and therefore unlimited and should have no cost. I thought selling songs was the old business model? This isn't a new business model it's the old one(selling songs) just finding new(arguably new) ways to find their way in. I have a 30sec Gap vest commercial on my zune(I've had the file for +6 years).
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Anonymous Coward, 12 Mar 2009 @ 5:24am

I think this is good! Since the RIAA has decided to declare war on thier musicians customers, It only makes sense for musicians to find other labels. I would hope not to find out that these other labels end up under the RIAA umbrella
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Weird Harold, 12 Mar 2009 @ 6:17am

The music industry is being killed off to be replaced with jingles?

If this is progress, you have to wonder where the world is going.
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some old guy, 12 Mar 2009 @ 6:22am

Re:
If this is progress, you have to wonder where the world is going.

Back to the world where artists performed for a living.

It's not such a bad place.
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Coffee Stain, 12 Mar 2009 @ 6:27am

I never understood why the advertisers felt their message required a jingle. Possibly it is due to the idea that annoying things are remembered more than others. This could backfire.
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Weird Harold, 12 Mar 2009 @ 6:30am

Re: Re:
Yup, performing 30 seconds at a time. This is an advancement, I am sure.
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some old guy, 12 Mar 2009 @ 6:34am

Re: Re: Re:
You cant seriously believe it only took 30 seconds for the artist to record that. You're not that stupid, even tho you pretend to be.
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Shawn, 12 Mar 2009 @ 6:57am

Phillip Morris has always been good at marketing
after all in thier food, beer and cigerette lines they have successfully marketed products that have demostrated adverse effects to peoples health, yet they are still quite successful at selling them (whether branded Kraft, Miller or Marlboro). Music should be a walk in the park for them.
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Anonymous Coward, 12 Mar 2009 @ 7:23am

Anybody remember the movie Demolition Man with Wesley Snipes and Sly Stallone? Remember the people in the future would listen to radio station after radio station of nothing but jingles from the 50's and so on....

That's where we are headed.
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Easily Amused, 12 Mar 2009 @ 7:40am

Re: Re: And then there's the inadvertent success of a song!
only if they still called it "hooker with a penis"
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TheStuipdOne, 12 Mar 2009 @ 7:40am

Re:
US military does this all the time. sometimes with really good product coming out.

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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Anonymous Coward, 12 Mar 2009 @ 7:51am

Re: And then there's the inadvertent success of a song!
A song about Tide is bad advertising. A song that's tied to Tide in such a way that when you hear the song you think of the product, is not necessarily a bad idea.

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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Doombringer, 12 Mar 2009 @ 7:52am

Holy F***! Are you kidding me?
Anyone who listens to the $5 foot long sandwich jingle in their free time should be shot. Same goes with the free credit report song. I despise those idiots. Everytime those commercials come on I want to hit those a**holes with a 2X4. And if Tool ever did a "Tide" song, I would burn everyone of their CD's and records I have. But luckily they are a band chock full o' integrity and artistic vision, so I doubt it will ever come to that, thankfully. There is a word for "musicians" who can only make cheesy commercials and jingles, and that word is hack. Its these people that kill music. What we need is a complete deconstruction of the old system. And a new independant system to be implemented. Throw out everyone one of the industry fat cats, because all they do is come between the musicians and the fans. Go forth and die.
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Anonymous Coward, 12 Mar 2009 @ 7:55am

Re: Contradiction
Mike's using the fact that it's selling on iTunes as proof that the song's popular. That is, a song done on commission for a 30 second commercial spot has been expended into a full-length song that's popular enough to draw $0.99 a pop. (iTunes works, even if it's arguably not the ideal modle; you're still putting a barrier up.) the 'new modle' bit is that this was a commissioned song, not something the band just did on their own initiative. They were paid before the song was made.
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Anonymous Coward, 12 Mar 2009 @ 7:56am

Re: Re: Re:
Yeah, 'cause once ads start using music, no one will ever go see a live concert.

Something in that logic's flawed...
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JvA, 12 Mar 2009 @ 7:58am

State Farm has been trying to do this with their "16 going on 17" song. They say at the end of each commercial that if you like the song, you can download it for free on the State Farm website.

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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Anonymous Coward, 12 Mar 2009 @ 7:59am

Re:
Only if you believe that people like crap, that they'll respond to crap advertising, and so the only music that'll be made (because the only music that's 'proffitable') will be crap.

The flaws are thinking that crap advertising works and that musicians do what they do because of the money.
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Anonymous Coward, 12 Mar 2009 @ 8:01am

Re:
-shrugs- I downloaded the song. Not interested in switching my insurance, but it definitely got my attention and brought me to their site (my current provider's just better for me).
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interval, 12 Mar 2009 @ 8:34am

Re: Holy F***! Are you kidding me?
@Doombringer: "...if Tool ever did a "Tide" song, I would burn everyone of their CD's and records I have."

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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interval, 12 Mar 2009 @ 8:36am

Re:
@Coffee Stain: "I never understood why the advertisers felt their message required a jingle."

"$5 dollar foot long..."

If you really don't understand this simple principal of advertising then you're an idiot.
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interval, 12 Mar 2009 @ 8:43am

A few months ago I google'd "Cloud Cult", from the Esurance commercials. I went to their web site and copied three songs they had available. Ultimately their folksy fusion style wasn't for me. But they got my attention. I really don't see how this new promotion and distribution age can work any better. The days when a few mighty labels mass produced media and sold it to us becuase we didn't have any other choice are over. The sooner EVERYONE comes to grip with this simple fact the better it will be for everyone. Top 40 radio marketing, label promotion, and the mass consumption of pre-packaged media: forget about it. The internet has changed EVERYTHING.
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Doombringer, 12 Mar 2009 @ 8:47am

Re: Re: Holy F***! Are you kidding me?
WTF are you talking about? I dont pay the band Tool in full, I support their art. Are you retarded? I just share the same aesthetic they do about what is acceptable business, and what is sell out horsehit. Yes tool is a popular band, and they have money, so they dont have to do commercials, but the point is they wouldnt choose to do so in the first place. And if they did in some rare case they were brainwashed and forced to do one, I would burn those things in honor of what they once were. Your a prick, and you probably work at a pizza joint. What are you trying to jusitfy, the credit report people and they're seafood jobs or whatever the fuck? Get a life, you think those sell out assholes need your pity, they make more money selling their souls to corporate suckers of satan's cock, than you make working at the pizza place.
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Doombringer, 12 Mar 2009 @ 8:51am

Re:
And the fact that you went here to the esurance website shows what a fake you are. If you listen to music because it was in a commercial and it "grabbed your attention", then you are the mass consumer your trying to bash. You cant say shit when you have no principles or shame. Go back take your ADD pills and channel surf for your new favorite artist.
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mkam, 12 Mar 2009 @ 9:04am

Re: Contradiction
Isn't the fact that the song is being sold on iTunes contradictory of your new business model argument?

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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batch, 12 Mar 2009 @ 11:25am

This song is brought to you by Chexmix
See the Lonely Island cd's Dreamgirl. Its a parody, but partially about Chexmix none the less.

http://www.amazon.com/gp/product/B001R8WZAW/ref=dm_dp_trk12?ie=UTF8&qid=1236882204&sr=8- 2
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Anonymous Coward, 12 Mar 2009 @ 12:51pm

Re:
yeah that movie was spooky accurate as I recall even Arnold was a politician (he was president in the movie?). There were a couple of other things too that I can recall, silly movie, but strangely on point alot LOL?
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Coffee Stain, 12 Mar 2009 @ 6:10pm

Re: Re: interval with a jingle
So - you are saying that an ad without a jingle will not be effective?

I'm sure there are at least a few.
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Anonymous Coward, 12 Mar 2009 @ 10:31pm

Close-Up, the toothpaste, has been doing this for quite a number of years already. The songs are great, usually singable and sung by popular bands/artists. The songs do not necessarily proclaim Close-Up, but the songs just seem to stick to my mind that I think of Close-Up every time I hear the "Close-Up" songs.
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I Like The Free Credit Report Songs, 12 Mar 2009 @ 10:50pm

"While (understandably!) some may not like this sort of commercialization of music..."

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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Anonymous Coward, 13 Mar 2009 @ 7:25am

Re:
or maybe music sucks
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nasch, 13 Mar 2009 @ 9:16am

Re: Re:
Where is it morally acceptable to get interested in music? I assume on-hold music and elevator music is out (even if it's good music such as quality classical music, which I've heard). Is the radio OK? Internet radio? Soundtrack to a movie? Where exactly is this line between principled and unprincipled listening to music?
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