In the wake of SXSW which was as heavily branded as it's ever been thanks to event sponsors including Toyota Yaris, much noise has been made from blogs to the New York Times about the changing face of the music industry. We all know the standard line on digital piracy killing brick and mortar sales, the fears that download sales aren't making up the shortfalls, and that artists are looking more and more towards licensing opportunities to make a living.

Recently EMERGE participated in an unofficial conversation with a number of influential music industry insiders about their feelings towards the expanding place brands are occupying on the music landscape. Since much of this conversation took place in the members-only Yahoo! group called Mishpucha (Yiddish for "family"), EMERGE is just going to reprint (anonymously) the most cogent and impassioned deconstruction of the changing role of the record company, and how it fits into the new interaction between culture and commerce.

The following was said off the record by the label manager of prominent subsidiary of Atlantic Records that retains much countercultural credibility despite the ownership of their repertoire by one of the largest media conglomerates in the world:

"Corporate branding, as 'overwhelming and gross' as it is, isn't just for music festivals anymore. It becoming a new part of the new record label model too, and surely part of this 'reinvention' of the record business a lot us wrestle with every day. Some of us at labels have a whole new job on
top our jobs-- fundraising for our bands."

"If it doesn't come from sales anymore, where does the money come from? It's like labels are non-profits now and we need underwriting. ________ wants to play SXSW and I can't afford to fly them from the West Coast? MTV/URGE helps cover the costs in return for an exclusive live EP. We want to do a __________ 12" for WMC but don't have the budget? Puma is happy to press the 12" for us. I need to get _______ and _________ down to Austin but there's no tour support? Scion can cover their flights and hotels. "

"It might be gross to do parties with a car company, but as long as they let me use their cash to
hook up __________, __________, ____________ and ___________, for now, in this time of transition, I can be a little gross."

"Sucking the corporate tit takes TONS extra work, but as long as they understand their role, help me help my bands, and make it possible for us to turn new audiences on to incredible music, my lips are puckered."

Certainly there are segments of the industry that are repulsed by the heavy presence of brands in the music business, that strongly believe that the interests of companies are not well aligned with those of the artists and so forth. Simple pragmatism seems to dominate as the above quote indicates, and while nobody is singing the praises of brands acting as musical benefactors, few are standing on principle and turning down the subsidy.

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