If you can get a rock star to wear your product or consume it in a way that is not a blatant corporate sponsorship you have it made as an advertiser. The problem is that advertisers can't control what musicians choose to consume without corporate sponsorship. The sale of Adidas jogging suits climbed when alterna-metal band Korn hit the charts with its lead singer constantly decked out in Adidas jogging suits. He was under no contract, he just liked Adidas clothes. The same is true for superstar rappers Beastie Boys and Fila clothing.
Every concert becomes a two hour commercial.
Pop music associations can also be controlled by advertisers by using musicians as spokespeople or simply incorporating a popular song into their TV spots. Just turn on the TV and you will hear songs by The Verve, The Rolling Stones, Less Than Jake, Chemical Brothers and more. Musicians are constantly being sent promotional products with the hope that they will take a liking to some of them and persuade their thousands of young fans to do the same. Music has even become a make or break component of movie advertising. Many of the teens I spoke to said that they would go see a movie if they liked the soundtrack even if the previews looked bad.