There have been an overwhelmingly increasing amount of technological advancements within the last 15 to 20 years, and it has caused all sectors of the media industry to adapt to these changing times. Piracy is at an all time high right now, and no one seems to have the right solution for this problem. The music industry has been hit incredibly hard by piracy and is losing tons of money. One way to get back some of this money is through licensing their music through advertisements. Not only do the musicians get some money, but they also get exposure. People watching an advertisement that has a song in the background will likely remember the song along with the advertisements.
I think that association comes into play here, by connecting the song with an advertisement or an advertisement with the song; whenever they see or hear either of them the other one will be associated with it. The advertising industry is also facing a very competitive time, where money is very tight. They have to come up with good advertisements for the product they are working with so that it sticks out from other advertisements. One way to do this is to connect your advertisement with a popular song and artist. The most important issue for both of these media industries is adapting to the technological shifts of the 21st century.