Today�s Artists See no Problem in Selling their Songs to Corporations for the Right Price

It seems only yesterday when those Microsoft 95 commercials featuring the Rolling Stone�s Start Me Up flooded the airwaves. That was ten years ago and since then both the Rolling Stones and Microsoft have become big business. One business combats accusations of unfair business practices and monopolistic activities. The other has a 62-year-old lead singer.

Ten years ago much was made of the Stones� collaboration with Gates and company but today it�s almost common practice. An artist selling their songs or asking for sponsorship is not a new phenomenon but it occurs more on a regular basis then it did years ago.

In recent interview with Canadian video station Much Music, U2�s Bono and Larry Mullen Jr. were explaining the change in attitude of branding. In the interview Bono explained it (selling out) as an old idea left behind from the 60�s.

Classic rock artists feel no regret in renting their music out especially in today�s atmosphere of fierce competition. Famed producer and record executive Jimmy Iovine was recently quoted in the Chicago Tribune as saying "It's all about survival in a short-attention-span industry".

Respectable rock artists that have used their songs in commercials include Aerosmith, The Beatles, Led Zepplin, U2, The Ramones, The Who, Bob Dylan, and former Police front man Sting.

Sting has collaborated with various corporations most notably Jaguar. The song Desert Rose was used in a commercial and it ran continuously exposing the song and Jaguar at the same time. Brand New Day, the album that contained Desert Rose was the biggest hit of Sting�s solo career.

I contacted musician Henry Rollins former member of the punk band Black Flag recently to discuss selling out in the music biz and what it means to him. �A chance for a musician to make some money with his music in an ad? I say go for it�, says Rollins. �Since it's not your music, your life or your move, perhaps it's none of your business either� he added.

Hip-hop artists are known to brand their music with many videos resembling extended commercials. Nike�s Air Force One shoe was the subject of a Nelly song of the same name and video. Many hip-hop artists and pop artists have become mini corporations lending their names to various diverse companies from perfume companies to car and clothing companies.

Many large acts and musical events today have had official tour sponsors. The Rolling Stones were the first to do this in 1981 in support for Tattoo You when Jovan cosmetics offered support. Since than artists like Michael Jackson and Britney Spears (both Pepsi), and events such as Lollapalooza (X-Box) and Ozzfest (Sony Playstation) have all accepted tour sponsorship.

In an online press release concerning Sony and Ozzfest, Sharon Shapiro, director, promotions, Sony Computer Entertainment America, was quoted as saying �Ozzfest is a great opportunity for Sony Computer Entertainment America to bring the PlayStation 2 experience straight to our gamers who are also metal fans, many of which attend the festival year after year�.

So the overwhelming attitude in the music industry is that the notion of selling out is an outdated term from a distant era. Its definition has changed over the years as the music business has evolved.

The old thought process of selling out may be on the verge of extinction but it still means different things to different people. �When I heard Buzzcocks and Iggy's (Iggy Pop) music used in ads, my only thought was, finally, these guys are going to get paid�, Rollins says. �Too me the only selling out thing is not making the music you want to because someone tells you it will be bad for your career and you cave into the fear�.

Trent McMartin