Musicians Feel the Touch of Cotton, Cold Hard Cash

Posted by: Burth Helm on April 22, 2009

Earlier in the year Ron Grover and I wrote a story about the ways in which celebrities are working harder for their endorsement money, thanks in part to the down economy. Most recently, Cotton has musicians Zooey Deschanel, Jazmine Sullivan, and Miranda Lambert recording whole songs that incorporate its decades-old “Fabric of Our Lives,” jingle (Cotton is then chopping them into 30-second spots). Coca-Cola, meanwhile, signed up a slew of artists to record a single based on its jingle, Open Happiness. It sells on iTunes for 99 cents.

Zooey Deschanel’s Video:

Miranda Lambert:

Jazmine Sullivan:

In the old days, a musician was “selling out” when he or she licensed a song to an advertiser, signed on with a sponsor, or just signed with a major label. Now artists are recording the whole damn jingle as a single. Cotton’s site, meanwhile, hosts full .mp3s of the song and also has pages pushing each artist’s album - so there’s some cross promotion. I can’t decide whether I mind or not - it doesn’t seem like anybody else does.



News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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