Remember when the idea of licesning a song to something as crass as a TV commercial was considered the epitome of selling out? How dare an artist prostitute their art for mere money!
My, how times have changed. These licensing opportunities are now crucial sources of revenue for performers. A deal with an ad agency can often be the difference between paying next month's rent or having to living in the van.
Case in point: this article from Ad Age magazine:
As free streaming music and video make it tougher than ever for musical artists to earn a living, they are increasingly forging relationships with agencies in hopes of striking a commercial licensing deal. Acts are squeezing into their schedules intimate shows at shops in adland, and making time not just to perform for agency staff but to chat with creatives who may be hunting for music to include in campaigns. That was the motivation for O.A.R. to stop off at Martin before four nights of performances in nearby Washington. Also on the docket was McCann Erickson, New York.
In short, ad agencies -- a group unused to being courted -- now have groupies.