Every artist deserves to get paid, but when does a sponsorship deal blur into a sellout? At what point do you cross the line, making fans question your credibility entirely?

The questions are worth asking for Jason Aldean, who now seems more like a Coors Light lapdog than a self-standing partner. In late July, Coors actually got Aldean to change the lyrics of his upcoming single, "Take a Little Ride," and replace the older version to erase all references to Shiner Bock. "Jason Aldean is in the process of signing an endorsement deal with the Coors Brewing Company," Aldean's team wrote to radio stations. "With that, he has changed the 'Shiner Bock' line in the song 'Take A Little Ride' to 'A Couple Rocky Tops'. We respectfully request you exchange this version with the one you are currently playing."
Now, the deal is being officially announced, with Aldean looking more like a singing billboard than a rugged, individualistic country star. The altered song, "Take a Little Ride," is now marching up the charts, complete with the Coors lyrical reference. And Aldean is effectively marrying this brand of beer (Shiner was just a fling). "Coors Light is associated with so many of my favorite experiences," Aldean gushed this week. "Tailgating before University of Georgia games, vacations to the beach with my friends, playing bars and clubs when I was coming up in my career. This was a no-brainer partnership for me, and I'm especially looking forward to the fridge full of Coors Light they promised all of us for the road."
So why should artists have to worry about this at all? This isn't indie rock, but it also isn't rap. And the question is whether this level of hyper-branding is ultimately worth it, especially for an artist with long-term career aspirations. As part of the campaign, Coors will be co-branding the promotional push for Aldean's latest album, Night Train, most notably at shopping hubs like Walmart. All of which makes Aldean a 'brought to you by' artist, and not just on the recording side.
Tellingly, Aldean is currently playing dates on his 'My Kinda Party Tour presented by State Farm...'

Dalton Priddy Monday, September 10, 2012
I say milk the S.O.B.'s for all they want to give you...because your ride may not last very long. Sirius/xm even has a channel for one hit wonders. While your at it "Pop a Top for me.

Visitor Tuesday, September 11, 2012
state farm you say... well at least they're paying him... other artists not so much...

R.P. Wednesday, September 12, 2012
This is, the "Business of Music" that we are in, isn't it?
Otherwise we have tons of amazing train stations in NYC where you can perform at on your spare time from your regular 9 to 5.

Visitor Wednesday, September 12, 2012
This is a ridiculous comment. Get what you can. This is music we are talking about my friend. "Get what you can", thats what Bankers say. If musicians end up taking the attitude of "getting what they can", our society is really in trouble.

Mr. Hanky Tuesday, September 11, 2012
The way the music biz is now, I say get it while you can. This deal will be done in 2 years and Aldean will move on to something else. A new song, new sponsor. Remember he probably didn't write that song anyway.
Who cares, as long as your still a fan of an artists music I don't care if they're presented by Clorox. I hope Aldean makes a pile of money and never has to worry about the stresses of paying bills like so many of us. I wish that for every artist out there including myself. If someone is so fortunate as to have Coors want to do biz with them, thats huge. I loathe the hipster snobbery that enjoys the rise of a "new" artist and then spits on him/her once they get the chance to cash in. Aldean will have plenty of years to be true to his music, whatever that means, If he needs it.

Gaetano Tuesday, September 11, 2012
I have a few friends in the indie world who have gotten a major boost from a certain japanese car company who caters to a younger clientele, as well as some who struck a deal with a certain green fizzy liquid.
While they didn't have to deal with terms like changing song lyrics, you do deal with co branded concerts, merch (yes, if they pay for the t shirt, it has their logo next to yours), and basically having your entire aesthetic, image and likeness appropriated by a brand and product.
The good news? They got to tour on a bus for supporting their first release, had tens of thousands fronted for videos, had a six figure marketing/pr campaign, and relatively reasonable licensing terms for their music.
The bad news? If that head start doesn't get your band moving, and you're looking to maintain that level of budget and conditions the second time around,you'll have to look to other, different sponsors (most won't pick you up twice).
Many think it's just a temporary thing, just to pay the bills while you're cutting your teeth. However, there's a good chance if you want to keep appearing you'll be belting for burgers for a bit...

the ed Tuesday, September 11, 2012
"belting burgers" what a great line hahaha

Sequenz_ Tuesday, September 11, 2012
What's the meaning of "Belting for Burgers"?

Gaetano Tuesday, September 11, 2012
It's akin to singing for your supper...though not really.

Visitor Tuesday, September 11, 2012
Singing for your supper

Marc Alan Tuesday, September 11, 2012
Artists have more to worry about just "selling anything" over the ethical battle of "selling out."

triple earth Tuesday, September 11, 2012
For what it's worth, I've spent most of my life working with music from Africa. For some of those artists, particularly those of griot lineage in West Africa, it's only in the last generation that they've managed to escape the shackles of sponsorship i.e. singing the praises of those who pay them.
This is a very different ball-game from signing a recording contract, even with a major, and I always find it strange that our supposedly libertarian champions of freedom on the net, when it comes to promoting alternative income streams for music, should be so enthusiastic about what's essentially a mediaeval practice i.e. singing the praises of those who pay you.

AitchDee Tuesday, September 11, 2012
Once people said: Give me liberty or give me death. Now they say: Make me a slave, just pay me enough.
I trust he gets his filthy lucre upfront for his career will be short.

Big Swifty Tuesday, September 11, 2012
I love it when the integrity of "artists" is impugned.
IMO it is hilarious when moronic marketing people insert protest songs into adds where they shouldn't be.
To name just a few: Peter Gabriel's Big Time selling, you guessed it, big appliances. Devo's Beautiful World selling Target (if I recall correctly), Iggy Pop's Lust For Life selling cruises or Search and Destroy selling Nike.
Am I wrong or did I just see Melvins on the in dash receiver of a Hyundai commercial?

B-rad Friday, September 14, 2012
Melvins...I saw that too.

Visitor Tuesday, September 11, 2012
This is the so called "new model".
People want free... this is what they get.
....brought to you by some femenine douche company...
If you don't like it, start actually purchasing those songs in your music folder...

@zackhite Tuesday, September 11, 2012
If you're ever unsure how to explain what exactly a sell out is, just use this story about Jason Aldean.

QSDC Tuesday, September 11, 2012
Changing the lyrics to a song that you already released to suit a beer company is totally selling-out. Nothing sanctimonious about saying it.

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