" It’s as if we’ve suddenly become aware of the truth behind the smoke and mirrors of the record deal. Most artists now understand how the business works and who their fans are. That is always going to be valuable to a brand. It’s certainly a freer, more equal relationship. Record companies have to own everything, because their whole model is based on selling records - ‘Is it a hit, will it make us our money back?’ If brands do nothing other than free musicians from the tyranny of needing a radio-friendly smash to have a career, it has to be a positive."
- Steve Levine, Bands are getting into bed with consumer brands
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