Monday, March 29, 2004
Good or Bad - Indie's find fame through commercials
An irony: Independent bands gaining popularity through commercials
Sunday, March 28, 2004
By Tricia Woolfenden
The Grand Rapids Press
Indie-rock bands are starting to take the word "commercial" literally. A trend finds car manufacturers and beer companies using tunes by the likes of The Walkmen and Modest Mouse to sell their wares. And it's a two-way street that pays off, as Saturn and Miller have ended up selling the music, too.
When Volkswagen used underground folk-hero Nick Drake's haunting "Pink Moon" to push its 2000 Cabrio, people showed as much interest in the tune as in the product. Sales of the deceased musician's work rose dramatically, and Volkswagen earned hipster credibility -- and plenty of hipster car buyers.
Choosing underground, independent -- or "indie" -- bands in TV spots (over, say, music by Bob Seger, Toby Keith, Phil Collins or Billy Joel) suddenly seemed a wise move.
Chris Walla, guitarist and keyboardist for indie rocker band, Death Cab For Cutie, said he believes the song choices used in commercials reflect a younger generation at the helm in creative positions at ad agencies.
"There are a lot of kids into the same stuff as our age group, and they all have marketing jobs now," Walla said during a recent phone interview.
"They listened to the same stuff we grew up on, and they're going more along our lines than along the Kid Rock lines."
Walla said most people with advertising jobs are creative-types with a broader taste in music than found in the mainstream rock scene.
Casimer Pascal agress. Lead vocalist for the Detroit indie outfit he says "Young blood has managed to work its way into positions of power, and we are lucky that some of them have Smiths, Nick Drake and Stereolab discs in their briefcases," Pascal said during a recent e-mail interview.
Pascal said he views these young ad executives and producers as allies who help to expose independent bands to a broader market, in addition to the music nerds/snobs/diehards who closely monitor and support the indie scene. Especially because commercial radio and corporate music TV stations do not play independent music.
"I think it's highly ironic that the only place to hear quality noncommercial music is in the commercials," Pascal said.
Pas/Cal recently licensed its sunny retro song, "Bronze Beached Boys of the Summer," for use in a Saturn commercial after deciding that might be the best way to gain exposure.
The group got the gig after being approached by Agoraphone Music Direction Service, a company that specializes in finding hip, indie songs to license for commercial use. Agoraphone presented the band with a completed ad and a monetary offer, which Pas/Cal quickly accepted.
"The merits seemed clear: Exposure that would be impossible without a major label backing," Pascal said, adding the money will allow the the group to record a full-length album.
"It was an easy decision, one that none of us regrets."
Since the commercial began airing, Pascal said record sales have increased and fan response largely has been positive -- a surprising note, since indie music fans tend to guard their favorite artists zealously and are quick to accuse bands of "selling out."
"Out of 103 letters (about the ad) only one of them was negative," Pascal said.
Walla -- whose band's music has been played and discussed repeatedly on "The OC," a Fox network teen-soap -- said he would expect some backlash to the licensing of Death Cab's music for commercial purposes, but he doesn't consider it to be selling out.
"I'm sure there are some diehards who will be disappointed," Walla said. "Ultimately, I'm not that worried about it. I just like making music. People are enjoying it, and we're paying the rent."
Pascal agrees and said true fans have not wavered in their love for the band.
"We have received a huge amount of support in regards to the ad," Pascal said. "We are most thankful for the ability to continue our writing and recording for our debut LP, unobstructed by the enemy of all art: The Day Job."
An irony: Independent bands gaining popularity through commercials
Sunday, March 28, 2004
By Tricia Woolfenden
The Grand Rapids Press
Indie-rock bands are starting to take the word "commercial" literally. A trend finds car manufacturers and beer companies using tunes by the likes of The Walkmen and Modest Mouse to sell their wares. And it's a two-way street that pays off, as Saturn and Miller have ended up selling the music, too.
When Volkswagen used underground folk-hero Nick Drake's haunting "Pink Moon" to push its 2000 Cabrio, people showed as much interest in the tune as in the product. Sales of the deceased musician's work rose dramatically, and Volkswagen earned hipster credibility -- and plenty of hipster car buyers.
Choosing underground, independent -- or "indie" -- bands in TV spots (over, say, music by Bob Seger, Toby Keith, Phil Collins or Billy Joel) suddenly seemed a wise move.
Chris Walla, guitarist and keyboardist for indie rocker band, Death Cab For Cutie, said he believes the song choices used in commercials reflect a younger generation at the helm in creative positions at ad agencies.
"There are a lot of kids into the same stuff as our age group, and they all have marketing jobs now," Walla said during a recent phone interview.
"They listened to the same stuff we grew up on, and they're going more along our lines than along the Kid Rock lines."
Walla said most people with advertising jobs are creative-types with a broader taste in music than found in the mainstream rock scene.
Casimer Pascal agress. Lead vocalist for the Detroit indie outfit he says "Young blood has managed to work its way into positions of power, and we are lucky that some of them have Smiths, Nick Drake and Stereolab discs in their briefcases," Pascal said during a recent e-mail interview.
Pascal said he views these young ad executives and producers as allies who help to expose independent bands to a broader market, in addition to the music nerds/snobs/diehards who closely monitor and support the indie scene. Especially because commercial radio and corporate music TV stations do not play independent music.
"I think it's highly ironic that the only place to hear quality noncommercial music is in the commercials," Pascal said.
Pas/Cal recently licensed its sunny retro song, "Bronze Beached Boys of the Summer," for use in a Saturn commercial after deciding that might be the best way to gain exposure.
The group got the gig after being approached by Agoraphone Music Direction Service, a company that specializes in finding hip, indie songs to license for commercial use. Agoraphone presented the band with a completed ad and a monetary offer, which Pas/Cal quickly accepted.
"The merits seemed clear: Exposure that would be impossible without a major label backing," Pascal said, adding the money will allow the the group to record a full-length album.
"It was an easy decision, one that none of us regrets."
Since the commercial began airing, Pascal said record sales have increased and fan response largely has been positive -- a surprising note, since indie music fans tend to guard their favorite artists zealously and are quick to accuse bands of "selling out."
"Out of 103 letters (about the ad) only one of them was negative," Pascal said.
Walla -- whose band's music has been played and discussed repeatedly on "The OC," a Fox network teen-soap -- said he would expect some backlash to the licensing of Death Cab's music for commercial purposes, but he doesn't consider it to be selling out.
"I'm sure there are some diehards who will be disappointed," Walla said. "Ultimately, I'm not that worried about it. I just like making music. People are enjoying it, and we're paying the rent."
Pascal agrees and said true fans have not wavered in their love for the band.
"We have received a huge amount of support in regards to the ad," Pascal said. "We are most thankful for the ability to continue our writing and recording for our debut LP, unobstructed by the enemy of all art: The Day Job."
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