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The way musicians and advertisers work together has undergone a revolution in the last decade. For starters, brands no longer get by with a friendly jingle—instead, they search for songs that tell stories, conjure memories and forge genuine connections with people.
"Music is the feeling. It's the emotion in the spot," Joshua Rabinowitz, evp, director of music at Grey Group, recently told Adweek.
And only a few years ago, pop and independent artists—as well as many of their fans—considered it "selling out" to align with brands or sponsors.