Just to clear the air, I know this is not a new topic.  In fact, after doing some research this is actually a topic that has been written about for years.  Popular bands and musicians such as Spoon, Franz Ferdinand, Kenna, Grandaddy, The Shins, Air, Rogue Wave, Weezer, The Flaming Lips, etc etc have all been used in past commercials.  However, something about this past year has really caught my attention.  Maybe that’s because I am who I am….and who am I you might ask?

Well Indianapolis, I have a confession to make.

I am a selfish music listener.

One would think that considering my love for my music, when I hear a certain song or band on a commercial I would be jumping with excitement….yet, it is just the opposite.  This is nothing I am proud of, in fact, this is something I am quite ashamed of admitting to all of you.  Nothing irks me more then when someone tells me I should check out an artist, Phoenix for example, and they say “you know, they play that one song on that one Cadillac commercial.”  Has something like this ever happened to you before? Listen here, “avid tv watcher/non music listener,” Phoenix has been around for nearly 10 years, and with that, I doubt when they created their first album they thought, “hey, one day we’d really like to be known as that band with that one song in the Cadillac commercial.”

Chris, hopefully you’ll feel me on this one– While getting a third round of cheese dip in the kitchen during the superbowl, I hear what may be, one of the greatest intros to any indie song ever written.  I drop my plate and run into the living room yelling “GRIZZLY BEAR GRIZZLY BEAR!” While most of the crowd looked at me as though I needed a firm reminder of the fact that we were indoors in Indianapolis–no place for grizzly bears, there were the few who smiled and replied, “I know, can you believe it?” For those of you who are unfamiliar, I am referring to the new Volkswagen commercial that uses “Two Weeks” by the band Grizzly Bear.  Volkswagen has always been at the top of their game for commercial music, using big names such as Kings of Leon, Wilco, Nick Drake, and The Roots.

Now, onto a few more recent examples and also my personal drive for writing this article–the Olympics commercials.  Just like every American out there, I must admit to secretly loving those oh-so patriotic Olympic advertisements. Thus far I’ve heard bands such as Band of Horses, Arcade Fire, and The Heavy.  While it may have bothered me at first, I remembered that these artists have been around for a few years and it is only appropriate they get their air time.  However, much to my surprise, the latest indie music has somehow found its way into this American sporting dream. While watching the luge on Saturday night, my jaw quickly dropped to the ground when I heard “Intro” by The xx.  WHY?! Why did they have to do this to me?  I’ve been a fan of theirs since the beginning. I bought my ticket to their small little show in April the day tickets went on sale. The next thing you know they’re going to be overplayed and annoying on local radio stations.  They WILL be in the background of The Hills.  They WILL get cocky, sell out, and change their style of music.

And then I realized, oh yeah, these people are making music for a living. It is so easy for me to get caught up in what personal meanings these bands hold in my life. It is also so easy for me to forget that these bands mean a lot to a lot of people, and while their music may have a special place in my heart, it means more to that band then to anyone.  I can only imagine the joy that Oliver, Romy, and Jamie feel when they hear THEIR music being used to inspire people all over the world.

Let it go, I told myself. You’ve had your time with them to yourself, now let the world hear them and cherish them as you have this past year.

Some of you might have also noticed the use of Passion Pit’s song, “Sleepyhead,” in a commercial for the Palm Pixi.  At first viewing, I was obviously mad. This is a band I felt I also knew long before they were nationally recognized. Not only the music, but I also had the opportunity to get to know the band members and hang out with them during the weekend of Lollapalooza. “What sell outs”…I thought.  In fact, I think I almost immediately texted Jeff (the bassist) and made some snide but witty comment about how I hoped they were all enjoying their new Palm Pixis.

Then something miraculous happened. A friend of mine went to buy a ticket to their show in Chicago and the show was already sold out.  Did I mention this was in January?  And the concert is not until April? They had truly made it.  Passion Pit made it BIG.  For me, this was an insert foot into mouth realization. I’m not saying their success came purely based on that commercial but I’m sure it only helped. All that was left to do was send another text congratulating the band  on reaching true rock star status.

I have no doubt that these bands are quite content with the fame and fortune they gain through these commercials.  I know they aren’t losing any sleep at night being known as the band who sings the song “for that one phone.”  And maybe, just maybe, this is only another example of how my music obsession has simply gone too far. However, I am growing up and I am learning.

My selfish attitude has no business in the music world and if I love a band, I should only want the best for them, even if that means sharing.  Therefore, next time I hear Empire of the Sun on the Vizio commercial or The National for Google, I will try to smile rather than cringe.

But at this point…I can’t make any guarantees….just being honest