Intentional | Audio Identity Blog

Elias Arts recently composed music for the Challenged Athletes Foundation. Great stuff! And, interestingly, very much related to the growing connection between bands and brands, says the LA Times. For better or worse:

That connection is a “mixed blessing that can introduce underground artists to a wider fan base (as a current Motorola phone spot has, creating a minor ring-tone hit out of glitch-hop artist Dabrye’s “Hyped-Up Plus Tax”). But just as often, ad pop adulterates musical chestnuts (such as EMF’s 1991 hit “Unbelievable,” repurposed as the jingle “Crumbelievable” in the service of Kraft cheese) and can distort a song’s original intent, as a 1995 Mercedes-Benz commercial did by using Janis Joplin’s lampoon of consumer culture “Mercedes Benz” as a straight-ahead product endorsement.”