Behind the Music

Call it borrowed authenticity or just plain good marketing, but brands are reaching out to indie bands, and both are coming out ahead

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This is going to be big,” Todd Porter recalls thinking last September, when the music supervisor at Goodby Silverstein & Partners in San Francisco first heard “We Are Young” by indie pop outfit Fun. “It just had the quality of something that will cut through and grab people’s attention.”

Fast-forward six months, and the track is the band’s first breakout hit. In mid-February it landed at No. 3 on the Billboard Hot 100, where it leapt from No.

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