Money-hungry musicians and bands often end up flogging off their hits to advertisers hungry to affiliate themselves with the emotional essence of a song. Nike used The Beatles' 'Revolution' back in 1987 after Michael jackson agreed to the idea. Fans weren't impressed. The concept of using Lennon's ambiguous feelings towards uprising seemed incompatible with capitalism and sneakers, especially once Nike's use of cheap, off-shore labour became wide knowledge.

Since then, though, licensing songs for advertising purposes has become one way to help an artist break through to a mainstream audience. Artists who license tracks can expect healthy up-front payments, a resurgence in back catalog sales and maybe a bit of time in the spotlight after their use-by date.

Quite often, the hook of the song is used to the advantage of the advertiser and the artist. Moby's 'Play' album of 1999 was widely regarded as a sales success because all 18 tracks were licensed for use in film, television and advertising. Put simply, Moby by-passed the constraints of radio play and music video channels to reach his intended audience.

Anarchist group Chumbawumba licensed tracks to Ford and Renault so they could fund anti-globalization movements in South Africa, Italy, Brazil and India.

Still, sometimes an artist or their estate has to say no to solicitations from potential advertisers. Advertising writers in Florida were planning to pitch hemorrhoid-relief products with a commercial featuring the Johnny Cash classic "Ring of Fire," but Cash's family said there's no way they will let it happen.

"We would never allow the song to be demeaned like that," Cash's daughter, Rosanne, said.

"The song is about the transformative power of love and that's what it has always meant to me and that's what it will always mean to the Cash children."

Official website: www.johnnycash.com

Necessary Albums: Johnny Cash - At Folsom Prison