Electronic artists like Moby and Dirty Vegas have been able to capitalize on corporate America's aspirations of "coolness" over the past few years. Now, thanks to the creative pairing of StarTime International's The Walkmen with the Saturn Ion, hip NYC indie rock is entering the mutually beneficial world of national TV ads. "We've Been Had," the song heard in the wide-running Saturn Ion ad is taken from The Walkmen's debut album Everyone Who Pretended To Like Me Is Gone. The album was released in March of 2002 and concluded a successful specialty radio campaign late last year, but it has taken the Saturn commercial to open the eyes and ears of mass America, not to mention Alternative radio. In fact, spurred on by the sudden demand for the song, alternative powerhouse station WHFS in Washington, DC, added "We've Been Had" this week. Expect to see more stations follow suit in the weeks to come.
As the negative attitude surrounding music in advertisements continues to dissolve, more and more up and coming alternative artists will undoubtedly learn to exploit those outlets and capitalize on the lucrative and beneficial practice of licensing their music.