The recently released Aloe Blacc-Tanqueray commercial is a perfect example of how the new music industry can work to the advantage of both artist and corporation.
Aloe Blacc is the multi-talented soul singer, rapper, and musician from Orange County, California whose song "I Need a Dollar" scored a coup when it was used as the theme song for the HBO youth comedy, "How to Make it in America." His brand of music is decidedly non-mainstream, which means, in a downturned music economy, that touring and song licensing is extremely important to his bottom dollar.
Enter Tanqueray, a 181-year-old British gin company seeking a hip, new ad campaign. Thus, the Aloe Blacc-Tanqueray ad campaign is born. Using Blacc's "Tonight Downtown" track as a base for its campaign, the company has launched an interactive website devoted to nightlife partying.
The Aloe Blacc-Tanqueray allows the niche market artist to make corporate cash, while allowing the stuffy old gin company to appeal to a burgeoning youth market. That's what I call a win-win.