Bands and brands are forging new partnerships. Until very recently, bands who linked up with corporate brands were labeled ‘sellouts.’ But as the music landscape rapidly changes, so do peoples’ perceptions about what’s acceptable. By now, brand sponsorships have infiltrated the music space. Indie bands are realizing that they can have their cake and eat it, too, by partnering with brands who don’t restrict their art, and still pay handsomely for it. Now that artists are finding it more difficult to earn money through traditional avenues (especially physical album sales), corporate relationships with reputable brands are becoming less of a stigma, and more of an everyday norm.
Click to read more at THE GLOBE AND MAIL.