No alternative: how brands bought out underground music | Music | The Guardian (theguardian.com)

This is a very good and timely piece and the involvement of brands with underground/non mainstream music. Redbull? Boiler Room? There was a time when this kind of cosying up would be unthinkable for the kind of artists getting involved now however is it now a necessary evil and lifeline in revenue in the era of streaming? Is this a healthy relationship and will it leads to a sublte rehsaping of the output to suit the brands needs? Will artists actuall tailor their music to work with brands? Be good to hear some of our comminity members thoughts on this.

#brands #undergroundmusic

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