So it’s long been the proverbial nightmare and/or kiss of death for a indie or underground band to be either endorsed by or endorsee of mainstream products. As soon as MTV, Billboard Top 10, or your mom starts talking up the new MGMT single, well, the band loses a bit of what made it so special. The sad reality of bands with largely hipster fanbases, is that while they will be your biggest supporter and proponent one minute, with a whiff of mainstreamosity, they can and often will turn their backs quicker than you can finish their album.
So why, then, the influx of Indie bands going mainstream? I speak particularly to TV commercials. Now we all know the ubiquitous Ipod ads, with everyone from Fiest to Wynton Marsalis to Cansei de Ser Sexy (P.S. Blatantly ripping off Zune’s
previous ad with the same song). But it doesn’t just stop at Ipod. With Madison Ave releasing a barrage of snide and

self-deprecating adverts, they’ve apparently deemed Indie music as the holy grail to reach the illusive 18-34 year old. And unfortunately, were not even just talking about about cutting edge products like Zune and Ipod. I’m talking:
*Click to see ad
Damien Rice - United Airlines
Death Cab for Cutie - UPS
Of Montreal - Outback Steakhouse
Damien Rice - M&M’s (same song, 2 commercials . . .sell out)
Griffin House - Rembrandt Toothpaste
Band of Horses - Ford
Wilco - Volkswagen
I mean the list goes on and on. What the hell is the deal! Where did the artists go who spit in the face of bland mainstream corporatization. Now to be fair, BOH did pull out of a deal with Wal-Mart (only, though, to move on to Ford shortly thereafter). I guess I have to assume that these bands weighed the costs / benefits to going mainstream, and somehow came to the conclusion that it was in their best interests. Maybe the thought of alienating your fan base now comes second to a fat paycheck in your wallet. They need to realize that they live in a music realm where their success is directly proportional to the positive word of mouth from their fans. The people that truly appreciate your music for what it is, where it came from, and what it means don’t often sit idly by to watch an artist sell-out.
I guess I can’t wholly complain, though. I do have to admit that some of these commercials border on decent, including BOH’s ‘The Funeral’ in the Ford Commercial. Its an amazing song, and personally I think it add’s something special to the piece. Griffin House’s commercial was even ranked the 12th most romantic commercial of all time by Playboy.
To me it just seems interesting; a genre dominated by big names, big budgets, and, more often than not, terrible music, has opened its arms (and vice versa) to indie musician’s. There may be something to say after all about Pop exposure, elevating these amazing bands from the kiddie pool and tossin ‘em in the deep end.
Maybe we’re nearing the end of the selfish propensity of every indie fan to hoard great new music and abhor their inevitable rise from obscurity. Maybe its finally time to share.
Thoughts?