Goldenplec

Do advert appearances raise profiles or compromise morals?

Exploring T.V ad soundtracks is a little like going through the Bible. It’s as old as time, you have your fair share of serpents and betrayals, and course the occasional prophet to take centre stage.

Firstly I love Advertising. I grew up on the periphery of the industry and for me; the commercial breaks were always as compelling as what I was watching. That said this subject of ad soundtracks has always been a double-edged sword in my eyes. If you’re in career nappies then you’ll either be forever associated with the brand your adopting or you will only ever be remembered for the song you put up for adoption. If you’re in big boy pants then you’re accused of being sell-outs and there have been many cases (The Rolling Stones and Ford commercials in the States to name just one).

From the perspective of new bands or the relatively unknown, the fruits of allowing their song to fall from the branch are obvious. The music industry, in today’s state of play, is completely saturated to say the least and a measure to get their name across is seductive. I worked on one soundtrack project and most Irish agencies adopt an ‘Irish if possible’ mantra, to which we had to choose a track for a car advert. We explored Director, Delorentos, Fight Like Apes, Dave Geraghty, and Ham Sandwich along with the rest this hot bed of Irish talent has on offer. The process progressed as far as the final draft of ten tracks (7 of which were of Irish origin) and the client settled, invariably, for a safe ‘pop is popular’ (Non-Irish) approach.  Initially I was disappointed but had this undeniable epiphany; had one of my favorite artists had appeared; it would be completely retrograde for any long-term aspirations.

Over exposure too early will only reduce the insatiably coveted 15 minutes of ‘fame’ and that 20k they received for it would of burned any lining in their fragile career pocket. The alluring apple soured with cash might seem a good deal; Advertising is all about frequency and coverage, and your tracks gets coverage and frequency. There is, however, a serpent in the garden. The relationship is likened to a one-night stand. You get the desired release, but the move lacks any perennial benefits. It is in essence a quick fix. The serpent’s promise of power isn’t going to ensure you become the ‘next big thing.’ It won’t bring a loyal fan base and won’t sell you a million copies. Just like one nightstand’s won’t bring you security, the support or breakfast in the morning. You will in essence get the proverbial brief spooning, before finding the empty space beside you. The record company will demand you whore the track on single, people won’t bother with the album and the dust gathers on your naked knowledge. Bell X1 rejected a renewal of their Universal Island Record contract, in order to release their forth album “Tour De Flock” on their own label, “Belly-Up Records.”

Rumor has it that Island had hoped to make more return on the Kildare lads and the fat man in the corporate leather was determined to cash in on (with his Montecristo flaming lightly) any 10% he could persuade the Irish Rock band to agree to. Dublin Bus paid for “Rocky Took A Lover, and TV3 also benefited when they acquired “Flame.” But suggestions are that Paul and co, already familiar with Record label dramas, decided the brand “Bell X1″ was being exploited and opted to go it alone. It shows how sinister Record Companies really are, now more than ever. If the margins don’t match, neither does the music appear to be the modern day’s mantra.

Take Jose Gonzalez, the Indie-folk singer songwriter. He will forever be remembered for ‘Heartbeats’ featured in the Sony ‘Color like no other’ campaign and has the undesirable nickname “Bouncy ball man.” It began well; people listened to the track, the advert displayed the song and artist. But he has found it impossible to escape the association with Sony ever since. I remember him supporting Bell X1 (Funnily enough) at the RDS January 2006. He tried to interact with the crowd but was shouted out until he played ‘that song off de telly,’ and after that the masses went to the bar, their own world, anywhere else.

That guy has the talent, a proficient guitarist along with being an accomplished singer. I kept thinking how disappointing it was he had made such a bad judgment when listening to him play “Hints,” a truly beautiful song. His back was pushed against the wall; he gave up songs such as “Crosses” to ‘The O.C’ and ‘Scrubs’ to try rejuvenating his profile, but with little success. His next album ‘In Our Nature’ (released in September 2007) passed without much notice. I know that’s a pretty obscure example, but you get the grain of what I’m portraying.

Take the flip side; strong conviction ‘No means no.’ Sigur Ros sanctioned the BBC to use ‘Hoppipolla’ off the album ‘Takk,” On the television programme “History of Planet Earth,” (probably solely due to the shots of Iceland) but then took legal action when it was used without consent on another (F.A Cup Final coverage). They have been around 14 years and still maintain their principles. They have given scope for their music to appear in films (provided they like the film of course), but then again, the shelf life of Vanilla Sky, Children of Men and the Aquatic are longer than this month’s promotion in Harvey Norman’s. It’s refreshing that their haunting and sublime music is as timeless as their approach to the industry is unconventional (in today’s music world anyway).

There are exceptions. There are adverts that use music, which doesn’t get huge profile and for one reason or another, people don’t bat much of an eye. While that might be fatal for artists trying to find their feet, if the advert is completely inoffensive then some ask why not?

Karen O of the ‘Yeah Yeah Yeahs’ wrote a song called ‘Hello Tomorrow’ which was used in an interesting, yet inoffensive Adidas advert. The advert itself was dreamlike but didn’t make an impact for me, but the track was suited. Though what was interesting that it was released as Karen O and not the YYY’s. Sincere artists are not mad on the idea if they have some dosh, a good fan base and plan to continue recording. So can we presume Miss O is so highly enthused by Adidas and believes in their products 110%? Not on your life. My suspicion is that some seedy agent tried to use the meager opportunity to flaunt Karen for a solo career. She might be the unique selling point of the YYY’s; She, to me, looks as if she is not performing with a microphone, but to a camera and some not so flattering lighting in a cheap porno, while still maintaining an outrageous and unexplainable sex appeal. But unfortunately, for the poor foaming at the mouth agents, she is a part of a rather luxuriant masterpiece. My favorite memory of their gig in 2006 was the one drumstick solo from Brian Chase. Karen is not stand-alone and nor could she be. Although some will argue that she has done enough work outside the YYY’s (Karen. O At home Demo, ‘Where the wild things are’ soundtrack, collaborations with ‘M.C Kool Keith’) I remained unconvinced at her solo prospects. I’m not suggesting that she does desire it or has even thought of it at length, but rest assured that the idea has been flirted with through record companies and managers and this was their medium to broach the concept.

You look at what are widely accepted as the most sybaritic TV adverts in modern time (From Carlsberg, Audi, Guinness, Coors Light, Miller etc), can you name one with a mind-blowing track? The answer is no, unless you count the famous Guinness in 1994, using Perez Prado & Orchestra’s ‘Guaglione’ (And that was for the sheer craic of it). Did anyone’s career accelerate (medium or long term) after an ad appearance? If the track and advert marry well then you increase the chances but you have to ask how much creative inputs will a band have? The answer is little to none.

Recent Adverts used artists such as Vashti Bunyan and Bedouin SoundClash (T-Mobile) and Saso (Coors Light), which were terrific songs for ads but were never bewitching artists (though we have to have hope for the Irish Band Saso) and again will forever be related to their ads. Pity. There seems to be a growing degeneration in the music industry. If you can’t sell albums, sell your soul. It’s not about the music anymore; it’s about the money, the lifestyle and the fame. ‘It just takes an ill wind to spread a disease,’ Ham Sandwich, St. Christopher. In this case the ill wind is money and the disease is immoral behavior (Not on our Kells darlings part though).

The all-time popular artists have dabbled in featuring in adverts. Even Ben. E King, Dean Martin, The Beach Boys, Marvin Gaye and U2 along with most others have gifted (for a high price) the rights to their music. Does this make it ok? Can you only say you have had a full career when you have distributed your music? Don’t make me laugh. The fact remains if you are indeed an artist then your songs are yours and that’s the beginning, middle and end of the matter. You don’t give up a song if you have spent the time nurturing it, grooming it, glossing it, dressing it and making it presentable to have it misrepresented and sliced in a 30 second T.V ad, where they care nothing for the song and have no problem dragging it in a direction to suit the desperation of selling the product rather than respecting the piece in its purest form.

In saying that it won’t make Ad Agencies job’s any easier but f*ck it, I love Advertising and I love my music, the two should remain separate though. The one value I want all the wet behind the ear, up and coming & establishing artists breaking out and bursting onto the flooded music scene is to do something truly unique. Allow the seasoned sell-outs to whore themselves.
Let your music stand alone.

Links of Interest:

http://www.youtube.com/watch?v=Kr8s17QokoY
Guinness Advert 1994
Artist: Perez Prado & Orchestra
Track: “Guaglione”
Probably the most famous Irish Advert of the last 20 years.

http://www.youtube.com/watch?v=O5yA0kctI_8
Coors Light Advert 2007
Artist: Saso
Track: “Type A Jitters”
A really good track, haven’t heard too much of them but sources close to me remain under whelmed.

http://www.youtube.com/watch?v=-7MeeKKl5Dg
Adidas Commercial 2006
Artist: Karen O Feat. Squeak .E. Clean
Track: “Hello Tomorrow”
Very well directed, but will it sell them units?
Karen O is a goddess, as long as she stays part of the YYY’s.

http://www.youtube.com/watch?v=7XmUxf35AVk
Sony Bravia Advert 2005
Artist: Jose Gonzalez
Track: “Heartbeats”
He may as well of tattooed it over his body. Never going to get rid of that tag. A nice advert all the same.

http://www.youtube.com/watch?v=38fXMPi89Bc
Dublin Bus Advert 2007
Artist: Bell X1
Track: “Rocky Took A Lover”
Wish they didn’t do that. Bellies I’m disappointed.

The Comic Section:
http://www.youtube.com/watch?v=gGBR0ybCNRg
Thank Christ we’ve moved forward in Advertising.

http://www.youtube.com/watch?v=nojWJ6-XmeQ
I think this is the best ad I have ever seen. No joke.

http://afaom.com/index.php?section_id=12
For a few more giggles visit here.
Not one of them has a browbeating song, coincidence?