In the Spring of 2007, I stumbled across the francophone Québec band, Malajube. Malajube burst onto the scene in 2004 and instantly rose in the indie Québécois scene. The music, in my opinion, is fresh and innovative, so despite being in French, it had crossover appeal to anglophone Canadian audiences. In the US, Pitchfork fawned over their 2006 Trompe l'œil, enruring that plenty of hipsters would be crossing over the language divide to put these energetic and utterly likable songs with whack lyrics and 70s funk on their iPods. In late summer 2007, Rogers Wireless used Montréal -40ºC in a commercial celebrating the youthful road trip. Funny how the lyrics don't make it into the commercial::
"Too poor for pills,I told you whack lyrics.
I play the whore yet I suck,
And all these things that I ejaculate,
I'm running against the clock,
I'm running but I'm going backwards
Oh, Montréal, you are so cold,
a polar bear in the bus,
I get rich inspired by the worst,
And I love you so much, I hallucinate..."
- What examples do you have of music in commercials?
- Is music cheapened by commercialization?
As for the second point, I think it depends on the execution and context, but I'd love to hear your thoughts. Enjoy.