Even for bands that do sign with record labels, licensing deals and direct partnerships with brands can prove vital to their careers. Placement in a nationally aired TV commercial can introduce an emerging band to a broad base of music fans and earn the act anywhere from $10,000 to $100,000 or more.Ryan Barkan, director of marketing and advertising for music publishing company Primary Wave (home of much of Kurt Cobain's catalog as well as Daniel Johnston's and others), has his eye on The Most Serene Republic.
The advertising firm Grey is dispatching Amy Rosen, a director of music supervision and licensing, to seek out music for its clients, which include Procter & Gamble, E*Trade and Playtex. Relying on tips from plugged-in friends and time logged on MySpace and music blogs, Ms. Rosen is building a list of prospects topped by Seattle's Grand Archives.
This Canadian indie-rock septet has "a fun sound that goes with life. I could see it working well in campaigns," Mr. Barkan says.If SFS was looking for some untapped talent at SXSW, we'd swing by and see Black Moth Super Rainbow, who have at least two excellent albums of 70's cartoon acid funk under their belts but not one song in an advertisement.
[Via Wall Street Journal]