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bringing the topic over from the john cougar mellencamp/shows post — from an article about My Morning Jacket (http://www.nytimes.com/2008/06/15/arts/music/15sisa.html?_r=1&ref=todayspaper&oref=slogin ):
Since its founding a decade ago in Louisville, Ky., My Morning Jacket has been following a career trajectory increasingly rare in rock. Relying on sweat and word of mouth rather than YouTube moments and product endorsements, the five-man band has established itself as a transcendent live act and a worthy inheritor of the roots-rock tradition of Neil Young and the Allman Brothers. The benefit has been a robust touring base that provides the band with most of its income; the downside is record sales that don’t reflect its hard-won prominence.
…. And while many acts have turned to Madison Avenue for ancillary income, My Morning Jacket has remained ambivalent about using its music for advertising. Four years ago its song “Mahgeetah” was used in a beer commercial, but the group says that it gave away some of its earnings to charity and hasn’t done a commercial deal since. Its manager, Mike Martinovich, said the band has not ruled out these opportunities but that they conflict with a wish to hold onto a sense of mystery in its music.
“When you license a song to a commercial,” Mr. Martinovich said, “you run the risk of limiting the meanings the song can have to your audience. If an artist wants to preserve a listener’s ability to have a personal interpretation of a lyric, he may have to forgo the financial gain associated with a commercial license.”
“a wish to hold onto a sense of mystery in its music” … Nice.
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