Companies are providing launchpads for music careers

06/7/2010 | Advertising Age (tiered subscription model)

Major companies including McDonald's, PepsiCo and Coca-Cola are becoming talent scouts for up-and-coming musicians, matching them to campaigns that suit their style. "If you can find new talent instead of renting existing talent, there will be an association with the product," said Ira Antelis, co-CEO of Artists & Brands, a music-media agency created by McDonald's.

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