“I’m getting paid to drink whiskey. What part of that is selling out?”
So said Kid Rock during a keynote question-and-answer session alongside Billboard editorial director Bill Werde today in New York at the Music and Advertising Conference co-sponsored by Billboard and Adweek.
Kid Rock discussed his upcoming album Born Free, went in-depth on his nearly two-year brand partnership with Jim Beam, and talked about the different opportunities the deal has presented him. These include sponsored tour dates and free downloads when fans purchase a bottle of the liquor.
He also touched on the impact that his beer company, American Badass Beer, and clothing line, Made In Detroit, have had on his income. Although Kid Rock said he constantly gets approached to sponsor products, he only endorses “things that I really believe in, and that are really close to my heart.”
Born Free, tentatively due Sept. 4, was also given a preview during today’s discussion. Kid Rock described the Rick Rubin-produced disc as a “very organic, blues-based rock ‘n’ roll album.” It will feature guest spots by T.I., Zac Brown and Sheryl Crow.
The conference launched in 2009 and focuses on the lucrative and creative nexus between music and the brand space: what deals are working, how to get your music into brand campaigns, who the players are in the space — and more.
This year’s event, which continues tomorrow at the Edison Ballroom in New York, features executives and agencies representing brands including Cotton, Lexus, Electronic Arts, Apple, Nike, Coke, Honda, Nokia, Target, ESPN, Bacardi, Gatorade, Land Rover, Nascar, Diet Coke, NHL, Starbucks, LG, MTV and Oreo.
See also: “How Music Artists Can Gain an Edge With Agencies”