How Having a Song Used in an Advert Can Affect a Band or Musician

A Blessing or a Curse?

The relationship between music and advertising has always been a complex one. For some artists, having a song featured in a major advertising campaign can be a career-defining moment, bringing exposure to new audiences, driving up streaming numbers, and even reviving forgotten tracks. For others, however, it can lead to backlash, accusations of ‘selling out’, or even legal battles that damage their reputation.

In this article, we’ll explore how having a song used in an advert can affect a band or musician – both positively and negatively…

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The Success Stories: When Ads Boost a Band’s Career

1. Free – “All Right Now” (Wrigley’s Spearmint Gum, 1990s)

By the early 1990s, Free’s All Right Now was already a classic rock staple. However, its use in a Wrigley’s Spearmint Gum advert helped introduce the song to a whole new generation. The campaign ran internationally, and the song saw a major resurgence in popularity, leading to increased radio play and a spike in record sales. It’s a prime example of how a well-placed sync deal can breathe new life into an old track, ensuring its place in pop culture for years to come.

2. Feist – “1234” (Apple iPod Nano, 2007)

Canadian singer-songwriter Feist was already making waves in indie circles, but when Apple used her song 1234 in their 2007 iPod Nano commercial, her career skyrocketed. The catchy, colourful advert helped propel the song to mainstream success, reaching No. 8 on the US Billboard Hot 100. It also led to increased album sales and turned Feist into a household name. Apple’s marketing machine had a history of launching careers through its ads, and Feist was one of the biggest benefactors.

3. Nick Drake – “Pink Moon” (Volkswagen, 1999)

Nick Drake, a folk musician who passed away in 1974, was largely unknown outside of dedicated music fans. However, when Volkswagen featured his song Pink Moon in a 1999 commercial, his album sales reportedly increased by over 600% in the following months. This led to a resurgence of interest in Drake’s work, helping to introduce his music to a whole new generation.

4. The Dandy Warhols – “Bohemian Like You” (Vodafone, 2001)

Before 2001, The Dandy Warhols were a relatively niche alternative rock band. That changed when Vodafone used Bohemian Like You in a European advertising campaign. The song became a major hit, particularly in the UK, and helped the band break into mainstream radio and festival line-ups. It remains one of their most recognisable tracks to this day.

When Ads Backfire: The Downside of Commercial Success

1. Stereolab – “French Disko” (Volkswagen, 2000)

Stereolab, a band with a fiercely independent ethos, faced a backlash from their own fanbase when their song French Disko was used in a Volkswagen advert in 2000. While it brought them wider recognition, many long-time fans felt the band had betrayed their DIY roots, leading to accusations of selling out. This highlights a common issue: indie bands often gain credibility from their outsider status, and aligning with big brands can sometimes erode that.

2. The Flaming Lips – “Do You Realize??” (2002, multiple ads)

The Flaming Lips’ Do You Realize?? was used in several advertising campaigns, including for Mitsubishi, which didn’t sit well with all of their fans. While the exposure helped bring new listeners to the band, some fans felt that a car advert was an inappropriate use of a song known for its deep, existential lyrics. The controversy didn’t sink the band’s career, but it did raise questions about how certain songs should be used in commercial settings.

3. The Black Keys – “Tighten Up” & “Gold on the Ceiling” (2010s, multiple ads)

The Black Keys faced a unique problem – several of their songs were licensed for adverts without their explicit permission, leading to legal disputes. The band sued companies such as Pizza Hut and Home Depot for unauthorised use of their music. While these ads helped solidify their mainstream presence, they also created a narrative that the band was fighting against their music being over-commercialised.

What Makes a Successful Music-Advertising Partnership?

For a band or musician, getting a song featured in an advert isn’t inherently good or bad – it depends on the context. Here are some key factors that determine whether the partnership will be beneficial or damaging:

• Brand Alignment: If the advert aligns with the artist’s image or values, it’s more likely to be well received (e.g., Feist with Apple). If there’s a mismatch (e.g., an anti-establishment band appearing in a corporate ad), backlash is more likely.
• Audience Perception: Indie and alternative artists often face more scrutiny than pop musicians when licensing their music for ads. Their audience tends to be more sensitive to perceived ‘selling out.’
• Song Choice: Some songs lend themselves naturally to commercial use, while others have deep personal or political meaning that can feel inappropriate in a marketing context.
• Artist Control: When musicians actively choose to license their music, they can control how it’s used. In cases where they don’t have control, things can go awry (e.g., The Black Keys’ legal disputes).

Final Thoughts

For some artists, getting a song featured in an advert can be the push they need to break into the mainstream. For others, it can lead to accusations of selling out or create tension between artist and audience. The key takeaway? Musicians should carefully consider not just the financial gain but also the long-term impact of aligning with a brand.

Would The Sex Pistols have wanted Anarchy in the UK in a Starbucks ad? Probably not. But for an up-and-coming artist looking to get noticed, a well-placed sync deal can be a game-changer.