I GOT FRIENDS IN HIGH PLACES
Garth Brooks Makes His World Taste Better
Let’s be honest. Internationally known musicians with platinum grilles don’t need the money. And yet, well-heeled dopes like Sting, Aerosmith, and now Garth Brooks still find a way to schill for corporations large enough to afford the mad duckets required to retain their services.
In anticipation of Scarecrow, his latest “Ehh, maybe I’m not retiring” LP (due from Capital November 13), Brooks has entered into endorsement deals with both America Online and Dr Pepper. In the spot anchoring the latter’s new ad campaign, four pretty young things find the erstwhile Chris Gaines pickin’ and a-grinnin’ on a midwestern porch with a ragtag band of dobro-packing freaks and a bucket of ice cold Dr Peppers. No doubt drawn by the feelgood rhythms of Brooks’ product-inspired jingle, the girls grab a pepper and proceed to get up on the downstroke with Garth and his merry men. Based around the tagline “Be You,” the ad is a politely dull faux-music video with plenty of (puffy)-faced camera time for Brooks, and no clear message beyond the odd notion that attractive college coeds stuck at Wall Drug would like chilling with the same soda-proffering older dudes they wouldn’t sit by on the subway. It even resembles CMT programming in it’s letterboxed video-style, with a floating Dr Pepper hologram in the corner emulating a video network’s icon. To further prostrate themselves before King Garth, Schweppes (Pepper’s parent company) even agreed to an outro hawking Brooks’ new record, complete with a shot of the cover art and a mention of the release date.
It’s no longer possible to be angry with musicians for compromising their music through corporate tie-ins or sponsorships. It’s a simple fact of marketing for the major labels. Why spend millions on price-point discounts, instore standups, promotional tours, and free shwag when when an artist can get paid by a company hoping he’ll front their breat and butter? It’s the blurring of the line between artist and product that’s irritating. At least Aerosmith isn’t seen cruising the streets of “Truckville” in the spots they soundtrack for Dodge. But the jingle is so unmemorable, the product so offhandedly visible, that Garth Brooks’ Dr Pepper ads become a sort of guerilla music video for his new material. Which is exactly the way he wants it. Brooks’ AOL and Dr Pepper deals are particularly egregious because he seems to be positioning them as an excuse for touring – after all, that would entail being a professional, working artist. At the press conference to announce his new record and single (held at Nashville’s Country Music Hall of Fame, natch), Brooks was happy to discuss his new music, but held off from questions about his ongoing retirement or lack of touring. Indeed, the man in the 4-corner colored shirt hasn’t toured since 1998, and now seems quite content to let his mega-dollar endorsements sell his record for him while he’s out ropin’ the wind in Oklahoma. Yeah yeah yeah, he wants to spend more time with his daughters. Well, during his various hiatuses he’s found plenty of time to try out for the Sand Diego Padres, hasn’t he?
Garth Brooks’ music is never going to save anyone, or give anything other than the cheap thrill of seeing a guy in a cowboy hat fly “Panama”-like across the stage. But his entrance into the endorsement game is only another bullet in the gut for music in general. Musicians aren’t like athletes. It’s okay for dudes like Kobe or Deion to sell Sprite or shoes or even shampoo. Joe Namath hawked panty hose, and everyone had a good laugh. It didn’t make him any less of a quarterback. But musicians need to be cognizant of their place within their art. Brooks’ endorsement deals and others like it can only dilute an industry already cheapened by homogeneity and lack of substance. And no matter how much he wants to be a Pepper too, Garth needs to see that this ain’t the way to go.
Besides, everyone knows that Bruce Willis singing about Seagram’s Golden Wine coolers will always be the coolest porch-based drink advertisement.
12 thoughts on “I GOT FRIENDS IN HIGH PLACES”
I’m wondering when it will be acceptable for “artists” to just go on and write and record jingles for corporations? Why not just get right to the point. Instead of copping a well-known tune from an artist’s catalog, just commission their hti making prowess for a cool jingle. Helll, I already like the Budweiser “Neighborhood” song, let’s get Beck to write a song for Kraft and REALLY get busy with the Cheese Wiz (TM).
Who fucking cares what Garth Brooks does?
You’re missing the point, Jake. The article doesn’t support or dispute Brooks’ musical output. In fact, I think he’s a bombastic hose hound with no talent at all. But I’m not going to say that in an article that’s concerned with his status as a prominent recording artist, and his choice to use endorsements as a vehicle for album sales.Given GloNo’s past coverage of corporate whoring by Sting and Aerosmith, I thought it relevant to add Brooks to our Hall of Shame. I guess you don’t.JTL
I think it’s relevant. See my post at the top. I think it’s important to look at the link between music and corporate endorsement. The more mainstream acts go this way, the more acceptable (for better or worse) it becomes.
Actually, I think soon it will be just like the old days and musicians will be ‘kept’ by their corporate retainers, like the monarchy used to keep various composers in a court-appointed position. Corporate branding will extend to political parties, education, artists-anything that will hold still long enough to attach a price tag to.Enjoy the future!
“Anyone who ever sells a product on TV is for now and all time removed from the artistic world. I don’t care if you shit Mona Lisas out of your ass on queue, you’ve made your fucking choice…” -Bill Hicks
Johnny: I was just being grouchy. I like your idea about a Hall of Shame. Let’s make a list of the top ten offenders… So far we’ve got Sting, Aerosmith, Garth… Who else?Adrian: Great quote.
That Hicks quote should reside at the top of our Hall of Shame page. And on a related note, Jethro Tull might be added to that esteemed group, as Ian Anderson’s prominent flute is featured in a new Hyundai advertisement. And it’s looped, too, which adds insult to injury. It’s bad enough that the song is used; re-working it to fit the parameters of a shitty car ad is reprehensible. Besides, my roommate told me that Anderson owns one of the world’s largest fish hatcheries. What could he possibly need Hyundai’s money for?JTL
I also couldn’t give a shit about Garth Brooks. The Nashville scene IS corporate entertainment. Nothing of any value has come out of that town in decades. Funny how poser cowboys go to nashville, grow a mullet and done a fake southern accent, but southerners with real accents like Julia Roberts go to Hollywood and hide the fact that they’re from the south.
I love Julia Roberts.
I can’t stand Julia Roberts.
I don’t care about Julia Roberts one way or the other.