European Stars And Stripes (Newspaper) - September 14, 1988, Darmstadt, Hesse                                Has Rock n Roll sold out to corporate sponsorship by Frank Rizzo this Hartford Courante hat s the difference Between Roger Rabbit and Sieve Winwood sometimes it s Lough to Tell both the cartoon character and the Singer songwriter Are part of elaborate and expensive commercial campaigns Hal exploit their popularity and Talent. The Sar o of e film who framed Roger Rabbit can now be seen promoting burgers for Mcdonald s. And Trie in year old Winwood can be seen hawking Beers or Michelob s the night belongs to Michelob Campaign. He has appeared in Michelob commercials and even written Ona song expressly for a commercial. Though corporate lie ins Between advertisers and the film and music Industry Are nothing new. The Rale at which commercials use Rock music has greatly Accle baled in recent years. But now it is not just the old music being used to peddle wares. Now 1he biggest names in the business Are writing music expressly Lor commercials. When Winwood sat Down to write Don t you know what the night can do it was to Creola a song for a commercial for Anheuser Busch that would be musically compatible with the advertising Campaign and specifically feature he word  then he included the song on his new album Floyl with it. In return Michelob is supporting Winwood s tour As it supported the 1986-b7 . National Lour of the British band genesis and before that the tour for genesis Load Singer and drummer Phil Collins. To purists Rock music was born of rebellion. Its image is of questioning authority and challenging he values of the establishment. At least in the beginning Rock not Coke was the real thing. Winwood himself Sang powerfully on the subject during his Trad a Days in the song the Low spark of High heeled boys the Man in the suit just bought a new car from the profits he s made irom your dreams corporate association with Rock began in Earnest in 198t with the rolling stones . Lour when fragrance maker Jovan paid an estimated it million la have its name stamped on tickets and in tiny lettering on posters for the shows. Now sponsors Are demanding More for their dollars including a greater name recognition at concerts Access to thousands of valued tickets at sold out concerts and the Active participation of Iho artist in commercials and company promotions. Now Robert Plant s song on his new album tall coot one helps sell Coke. Elton John s sad songs becomes bassoons Jingle while the song is still on the charts. Genesis writes tonight tonight tonight specifically for the Michelob Campaign and puts in on its album. And Michael Jackson s song sad makes its debut nol when the record hits the stores or on the radio but in a four part Pepsi commercial. Allol which raises Tho question which now comes first the inspiration or the Deal the Deal is not id be missed according to managers and businessmen in the music Industry. At the new music seminar an annual convention of people affiliated with the music Industry that was held in new York recently there was a panel discussion on music marketing and sponsorship catching the wave or swimming with the Sharks the locus was on the Best Way for artists to secure corporate sponsorship deals. The advantage of such affiliations pane members said is not just financial the deals also give increased exposure. Publicity budgets at record companies Are slight compared with the millions invested in an advertising Campaign. Criticism of the partnership with sponsors and Rock musicians has been Low key until recently when one of the music Industry s own Sang out against it. When Neil Young Sang Ain t is Najih for Pepsi Ain t singin for Coke 1 Don t sing for nobody makes me look like a joke in his song two mole s for you. It struck an uncomfortable note in the music Industry end raised the Ante in the debate. And when the video for Young a song was banned by mtg the question of who was controlling Tho music was raised to a new level. The music Cable network said it has a policy of not Taal ring videos that include commercial messages either positive or negative. Young responded with a letter to the network asking. What does the m stand for anyway music or Money mtg finally presented the fun length video recently during the network s music news program. There Are no plans however to place the video which satirizes Michael Jackson s pitching Lor Pepsi and Whitney Houston s hustling diet Coke in regular relation. Trust an old War horse like Neil Young to hit the Nail on the  said Paul Mcguinniss manager of the endorse men free Rock band lie during his keynote speech 3\ the new music seminar. Mcgunness said such Selling out contradicts the values of Independence integrity and Freedom associated with Rock n Roll deep in my heart i am ashamed of Roch performers who seek endorsements a said. Winwood declined interviews on the subject of his Michelob Al filiation but was quoted in the Village voice last month saying " the Michelob Deal could ultimately get my music to More people you know and if they want to then use that to entice people to have a Beer it does t offend me too much because i be been known to have a  of Taser performers also see nothing wrong in the association. Singer Belinda Carlisle who was a spokeswoman for agree shampoo last year said in a recent Telephone interview that she sees nothing wrong with such commercial affiliations. I think if it s tasteful there s no reason Why a personality can t be affiliated with a  said the former Lead Singer of the go go s. If it s done Classy and does nol sacrifice the Star s image or Arl Ihen i Don t see anything wrong Wilh it. I get approached All the time and 99 percent of them i turn Down because it s either Bear or Mars bars or something like thai. Some people look at you As Selling out. I Don t. I View Ilas a changing of the times and in s now just part of making a  now it appears thai the majority of performers have some corporate tie in whether it be direct participation in commercials or Lour sponsorship. Bui not All performers have succumbed to the temptations Rock and pop Retus Niks include James Taylor Joan jell John Cougar Mellencamp. Bob Dylan and the pretenders whose Chrissie Hynde wrote a song directed at Michael Jackson titled How much did you get for your soul but even when the musicians turn Down lucrative offers advertisers can still get their Way. When Bruce Springsteen just said no loan other Worth $12 million that included the use of his song bom in the u.  in a Chrysler Campaign the car company got a Jingle writer to compose a Springsteen rip off. The Pride is Beck and hired pop country Singer Kenny Rogers to perform it still. I Here has not been much backlash irom the Public. During the two hour seminar on music sponsorship at the new music seminar nol one person raised any questions challenging the affiliation Between artist and sponsor. In fact band managers and agents blood in line to ask How their groups could shape their music to interest companies such As the Coors and Miller Beer companies which support regional acts. Danny Socolof of Market entertainment group said at the panel that one of the most positive aspects of the sponsorship connection is that it provides an Opportunity for new artists the Miller genuine draft band network has helped Many bands mostly through advertising and publicity help thai Are not in tha major leagues among them the rhythm and dues band roomful of blues based in Providence . Greg Piccolo vocalist and Tenor sax Man with roomful of blues said the association has been a great help and there have been no efforts by the Beer company to influence the band s music. There has been no discussion about what or How or where we play. All we do is thank the Miller genuine draft Beer people and we have a couple of Battles on stage. We Don t actually drink the boor because we have a band policy of not drinking on  he Ain t singin far Pepsi Aock Meier to Nell Young just said no to corporate porn Narp. Top of the charts top pop singles i. Sweet child o1 mine gum n ram1. Simply irresistible fld two p Imp a perfect wor1.d if Lilli to n.ib4, dont Johhy be Happy Bobby it finn 5. 1 la always love you to us Tyne  it s love -Vmhrt-l7. If it int love a Elf no nobody s fool Unity Gugni. Open up and Bay Ash poo Richard Marx Thlu min id. Lomo Colo Winter Ondvel top country singles 1. Joe knows How to live Eddy him. I should be with you saw or Trow 3. Addicted Din Bah 4. We believe in Happy emhno3 of jul Thymn come i enu Smuhl i. Thais what Youb love docs to he holy own 9. Streets of baker8field dwt am vacuum t eur own Hoh Aytonk Moon  b. Untold stories Kolbly Ulvi. A feb Home tin Foner shun id. Strong a Hough to Bend Tinl Tudur top Black singles 1. Another part of me Mumm . She St the left a the our 3. Take a dual time Paton 4. Shake your Thano so w Tel in Trilk . Static Jim of my i. Make it last forever ktwlsmh7. Addicted to you unit i. Nice n Sun of Kkt jkiuixi1. Both noted know to nil Tony Tel 1 0. Monkey . Top pop cd s 1. Tracy Chapman to cd ompmu2. Roll with it Sim a moot 3. Appetite for desthuctk5h Cora if how4. Hysteria Oil Lew let or of us Mit. Heavy Nova Prtrt Mil phew 7. Dont be afraid of the dark Tif ffc1  Bun simple pleasures Maun Mcm c. Eau. Would my Lodi 1 Thi Hamit. Faith Jwj. Us. A wednesday. September 14, 1908 the stars and stripes Page 17