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Friday, February 27, 2009

Rascal Flatts and JC Penny

In an example of what might be the future of the music business, country hit makers Rascal Flatts have entered into a 2 year sponsorship agreement with JC Penny. As part of the deal, the band will even create a custom Penny-inspired track for their next CD.

The track is called "American Living" and seems to gratuitously promote the American Living brand sold by JC Penny. The song will be on a special album to be sold exclusively at Penny stores, and an American Living branded tour that begins in June.

This deal seems a bit over the top in terms of what an artist will now stoop to for a sponsorship deal. Back in the 60's and 70's, such a deal would be unthinkable as a blow to artistic integrity, but it just seems like business as usual in the new music industry.

It's understandable that artists are looking for additional revenue streams given the new music economics where CD sales are so small, but such a blatant sponsorship might provoke a backlash that the band is not prepared for.

1 comment:

Anonymous said...

I agree Bobby. A JC Penney inspired song? Good god. Although jingle writers are often ridiculed I think they know what they're doing and why. These guys should know better. Like they don't have enough income from their current catalog - they need to glom onto JC Penney. What's next The White Stripes teaming up with Target for a line of Red and White inspired apparel, snacks and songs.

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