by Dan Bolles
There's a theory circulating among culture pundit that the way bands become commercially successful these days is no longer via radio play or touring, but ad placements. There's some truth to the idea. Turn on the tube and wait for a commercial break, and you're bound to hear a hot new indie band or two being used to plug a Kia or Target superstore. In fact, music from every act nominated for a Grammy in the "Best Alternative Rock Album" category appeared in a commercial hawking something in 2010.
Typically, ad folks will pull just a catchy tune from a band's catalog to suit their Don Draper-esque needs. But what if companies commissioned bands specifically to write, or rework an existing jingle?
Coffee giant Folgers recently put out a call for musicians to rework their well-known jingle for a chance at $25K and an appearance in a Folgers commercial. Rutland indie-folk outfit Split Tongue Crow answered the bell. Here's their entry: