When it comes to music and advertising, emotions can sometimes boil over. A song which may have social and cultural significance ultimately ends up being diluted as it becomes a marketing soundtrack for a corporation. The Beatles' 'Revolution' helped push Nike. The Bee Gee's 'Staying Alive' was used for Dr Pepper. The Zombies' 'Time Of The Season' was used for Tampax.

Still, not all artists are bothered about having their music used in advertising. It can be lucrative for the artist, both from the point of selling albums as well as the payment for having music used in advertising campaigns. Some writers have even gone so far as to regard this kind of advertising as the 'new radio'. Moby licensed the entire 'Play' album $15 million. Moby said he just wanted people to hear his music.

But what of the future? The hits of today will almost certainly re-appear in the future in advertising campaigns. Tim McGraw's 'Angry All The Time' could end up as the theme song for mental health week. The mind boggles at the possibilities.

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