Brands share the spotlight with music’s brightest stars

The article argues that younger music fans are now, unlike their parents, happy to see close associations between brands and the artists they love.

Brands share the spotlight with music's brightest stars

Giles Fitzgerald

Music has been liberated by a wave of technological advancements. With the CD losing ground and vinyl all but dead, music fans are embracing a new ecosystem of music consumption. As a result, brands are moving in from the outskirts of the music business to take a more prominent role.

A brand harnessing the emotive power of music to boost sales is not a new concept. When food manufacturer General Mills used a male quartet to sing what may have been the world's first brand jingle, for its 'Have You...

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