The partnership between music and advertising industries is a partnership that benefits both the industries. By entering the advertising industry, musicians are now presenting their products to a group that would not have particularly listened to their music. Or their music in a particular advertisement serves as an alternative platform for further exposure. For the music industry, this partnership serves as an additional source of revenue in their business practices. The abundance of music piracy, and the newly emerged expectations of audience to find their music for free, has altered the business models and hurt the profit revenue stream for the music industry. Hence, by placing their music in advertisements, musicians and music companies are only attempting to generate additional revenue for their work and product as well as expanding their audience.
In addition, entering a partnership with the advertising company is beneficial for the music companies (and artists) because advertising is now an additional service that promotes their work of art. Instead of using their own money to promote their music (which only adds on to their expenses), music industry is getting paid my advertising companies to use (and promote) their music. Gabriel Beltrone gives an example on how the convergence of these two industries are helping both advertising companies as well as indie rock artists in his article, “Behind the Music.”
Having the music in advertisements has possibilities of positive results for the advertising companies as well. Integrating songs, well known songs that consumers are already familiar with aids in making the advertisement memorable for the users. The psychology behind this phenomenon is explained by Claire in "The Music and The Memories." With technological advances such as the introduction of DVRs have allowed consumers to skip over advertisements during their favorite TV shows. They have found other ways around advertisements to consume their media products. Therefore, when a popular song is in an advertisement, the brand message sticks with the media consumers. So, even if they are fast forwarding through an ad in their DVR, they will remember the ad the song as well as the brand message.
Advertisers are also including cover versions of popular music in order to make that music “their own” in some ways. The idea behind this is that, the audience will recognize the song that is being featured in an advertisement, and they can see the “new form” of the song in the context of advertising. And finally, this new version of the song can be associated with the brand. in addition, using familiar songs in advertisements "creates a sense of familiarity with the brand." and is referred to as "Musical Marketing" by Laura Hudson.
The Chrysler Commercial with Eminem is one example that shows how Musical marketing has helped both the artist as well as the brand. this advertisement not only reminds the audience of Eminem's 2002 hit, "Lose Yourself" but the message from the song also resonates with the message of the commercial. This commercial becomes memorable for the audience because they can associate it with a song they already know, which ultimately results in remembering the commercial (and therefore the brand). at the same time, this commercial also boosts the image of Eminem as the artist as "it likened him to a rap diva." This was a beneficial way for Eminem to earn money on an old song that he had already put out there.