Hipsters: Buying In To Marketing

Interesting article by Jon Fine in BusinessWeek Online (heads up from CSTB) on the relative success of new-breed marketing firms like Cornerstone and others utilizing the so-called music subculture to further the agendas of its many clients. Indeed, the idea of outcry over hip songs being used in corporate ads is pointless (unless you're, say, the Brainbombs not getting paid for use of "Bleed" in Red Cross spots), though I'm still rattled (for other reasons I'll just have to learn to deal with) everytime I hear Snap's "I've got the power" hook utilized to bolster the idea of child crapping diaper=having the world in one's pocket. Fitting bands for Levis at convention events, placing strategic cases of Sparks at Vice-related concerts, networking every DJ and scenester in major cities, all somewhat easier that some would think in 2005. Above: Brigitte said to be working out exclusive Timex sponsorship so her protegee Falco can wear a clock around his neck for his 2006 SXSW comeback.

Comments

[Pseu Braun]

Dunno about Falco's clock, Brian. His time was already up when he died in 1998!

[Krys O.]

Snap sampled Jocelyn Brown for "I've Got The Power."

[Brian Turner]

My condolences.

[impboy]

As far as the outcry about hip music being used in ads being outdated, it depends on who you ask. Tom Waits, for instance, goes ballistic if ad agencies even try to mimic his own style for their own endeavors. Of course, we all know about the Ford-destroying stunt Jim Morrison threatened to pull if "Light My Fire" wasn't yanked from their spots.

Maybe it's just after reading "Branded," but I do find corporate appropriation of music and art that successfully addresses our deepest thoughts and desires pretty dangerous. There's a strong argument to be made against the Faustian bargain these marketing firms hold out, and it's one emerging bands should not be ignorant of.

[Rick Ele]

Is that really true about Brainbombs and the Red Cross? I've never heard about that.

Furthermore, Snap stole the whole damn song from Chill Rob G.

[JT]

I think I stopped paying attention to this kind of thing when a Volcano Suns song was in a Reebok commercial and I realized that the oddball at the ad agency was going to be able to do this kind of stuff every now and then because a) it's cheaper than licensing more popular stuff and b) if you're going that route, at least pick something that sounds like *something* and will be eagerly recognized by a small minority.

I'm only surprised there isn't a whole lot more of this, frankly.

P.S. Quit pulling our legs with that Brainbombs thing. That's just silly.