Brands Breaking Artists: From Underdog to Pop Culture

Music and brand collaborations can turn an activation into something people remember. Behind these choices are artists, composers, music supervisors, agencies and creative teams deciding what a brand should sound like. Artists endorse brands not only through their faces in advertising and music placements, but also by creating their own capsule collections, show endorsements on socials, videos and stages, or selling fashionable branded merch in pop-up stores – emphasising artistic integrity more or less. But let’s face it: big brands + big bands are much more likely to come together. The question is whether there is actually a chance — and an appetite — for trying to accelerate the underdogs: hot talent that isn’t even riding the hype wave yet, artists who haven’t reached a peak in their careers, or even the credible, cult artists who have been off the radar. Could brands actually be interested in breaking or reintroducing such artists? If so, what brands? And what are the interests, roles and powers of the agencies and supervisors in between the artist and the client?

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