More about: Iggy Pop

The music industry is in crisis! The last time someone bought a CD ‘Brothers in Arms’  was at number one, legal downloads are about as popular as Karen Matthews, venues are closing down left right and centre and blah blah blah blah blah... You get the idea. So what can artists/groups do to maintain there living expenses and their integrity? Whore your-selves of course!

Yes, this week Bob Dylan granted Co-Op permission to use ‘Blowin’ in the Wind’ in their new ad campaign, but it’s not for the money... Quote: "The decision to do so with the Co-op and 'Blowin' in the Wind' shows a willingness to embrace fresh ways of reaching a new audience through an ethical and fair-trade organisation". I suspect the actual reason was that the pile of money Bob sleeps on was getting a little flat and needed a boost.

Of course it’s not the first time he has licensed tracks. Over his lengthy career Dylan’s music has featured in many campaigns. Most recently he allowed the use of songs from ‘Modern Times’ to promote iPod and Agent Provocateur. Personally, I have no issue with this, but can we all just be honest about the reasons why, no more sugar coating and “believing in” pointless brands. I would have a lot more respect for anyone who just came out with, “well they offered me a huge cheque”. Having said that, all the money in the world cannot justify the rumours of a Pepsi advert featuring Dylan’s ‘Forever Young’ and Will.I.Am of the Black Eyed Peas – yep, you read right, Will.I.Am. Actually, it appears that rumour has just been confirmed – see the news section.

Bob’s not the only one in on the act, punk legend Iggy Pop is currently doing his best to completely  destroy any reputation he had by acting like a total moron for Swift Insurance. The black and white close ups genuinely instil fear in me. Iggy’s face is looking more and more like the body of an old oak tree with a couple of marbles poking out. The reason you haven’t seen your birth certificate, Iggy, is because you grew from an acorn.

In Europe and Asia it’s not uncommon for US artists to sell their music, and them-selves over and over and over. They will promote any old crap safe in the knowledge that the bulk of their audience is US based and will therefore never see what lows they might sink to for a “quick buck”. Shows you what high regard foreign audiences are held with.

I do have one problem with the whole sound-tracking of adverts. Advertising these days seems to have moved from being a good platform for promoting new artists, to another revenue stream for established groups. Although when I actually think about it, excluding Shaggy (who had already had some success), I really am struggling to think of any bands or artists who were propelled to fame by sound-tracking an advert. For new artists, it seems the medium is a one hit wonder generating machine - see Babylon Zoo, Stiltskin, Sneaker Pimps - any Levi advert really. Few appear to go on to have long-lasting careers, although I’m sure someone is going to call me up on that statement – suggestions below please.

Looking at some of the recent controversial ad campaigns currently being discussed we have Courtney Love releasing the rights to the Nirvana back catalogue. I’m holding out for a Cadbury’s Dairy Milk advert using ‘Milk It’, or maybe replacing Groove Armada on the M&S adverts with ‘Tourette’s’. No? ‘Lounge Act’ for DFS? How about ‘Territorial Pissings’ for cat litter? I’ll stop.

Another contentious issue that sticks in my mind is Jack White, not just licensing a track, but writing one for Coca-Cola. Pretty inexcusable, especially as the song is shit – is it really the right thing to do Jack? Try and defend that brand. The Vines are clearly rubbish and really could do with the promotion and the money, yet even they condemned Coca Cola for putting their picture on a can.

Clearly, the music industry is struggling to make money through the usual channels down to their own stupid inability to get on board with digital music earlier and is, therefore, desperately trying to claw back some profits. It’s important to investigate new avenues and mediums of promoting music, but don’t be so stupid as to think you can dupe the public into believing that shamelessly promoting brands is anything other than a fat paycheque.

By the way, in case anyone was wondering, the best ever advert featuring a musician it’s the Kylie Minogue mechanical bull, Agent Provocateur advert sound tracked by the Hives. Fact.

More about: Iggy Pop