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Music is so key to so many commercials these days—it's often literally the centerpiece. When it comes to indie artists, there's a formula to it. Find an undiscovered singer with a single striking track, build a spot around it, and partner with the artist for promotions. The singer gets exposure; the brand gets a measure of authenticity and coolness.
Target's been doing it. Lowe's just started as well. And here's a good example from the U.K.—the
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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