I'm trying to give the folks at State Farm, and their branded entertainment agency Fire Advertainment, credit for having their hearts in the right place ("There," if you will) in its attempt to give three struggling Mexican musicians, Los Felinos de la Noche, their "big break" with an "unpaid" opening gig tour. Trying. Not necessarily succeeding.
Hey State Farm/Fire, answer a couple quick questions for me.
Who does all this hype benefit? Los Felinos de la Noche? I'm not sure how giving these hard-working guys unpaid opening gigs at 19 locations across the U.S. to sing your jingle constitutes a big break. Hopefully, you're at least providing State Farm-insured transportation to get them and their crew to the gigs you've booked them, like any good manager (or like a good neighbor) would. Food and lodging would be good, too. So would a paycheck. Even the smallest garage band plying the highways and byways of this great country needs some form of the necessities listed above. Or they play gigs within driving distance of their homes. Did you pay Los Felinos to cut the track? Are you paying them royalties if this track is performed on TV or radio? Or do they just get famoso? Famoso and dos dolares will buy you a tacos al carbon and not much else.
Or are you just putting them "There." In some spot that you think that they will be so happy to be in, one so full of applause and adulation, that they'll ignore their basic rights as performers? An article in the self-styled industry bible states that their video is all over YouTube. More hype? The Los Felinos de la Noche vids that popped up in a quick YouTube search are averaging about 200 plays, to be generous. So are highlights of last year's Lithuanian rateliai competition. Ask Tay Zonday (aka Chocolate Rain, aka millions of YouTube views) how those Vienna Sausages taste.
The key to the brave new world of branded entertainment? Truth. Talent. Storytelling. Properly curated experiences for the consumer that allow the artist, entertainment and the brand to shine. Performers, creators, crew all get paid for their work. Because they are good at it. And even in today's dumbed down YouTube culture, quality entertainment wins.
You tell me you're good neighbors, State Farm. I believe you if you answered "Si" to the above questions. In that case, I wish you and the geniuses at Fire well in your endeavor to create an opportunity for starving musicians to reach for the stars.
If the answers to any of the above questions are "No", verguenza en ustedes. Shame on you. That "There" you're putting them in is the same "There" they were in. Not getting what they deserve for a hard day's (or night's) work.
You seem awfully concerned with the band giving you credit in interviews, cd packaging, et al. If you believe in the artist, and the implied altruism of what you're doing, let Los Felinos have their moment in the spotlight. Not in one of those dumb "There" red spots.
Speaking of: