Music & Sound: Agency Music Producers Strum to New Beats of the Industry: The Internet and Synergy with Recording Artists Create Exciting Opportunities

Several emerging trends in music production for advertising are discussed. The development of Leo Burnett's Artist in Residence program during the mid-2000s began to pay dividends by 2006-2007, as several artists who collaborated with the agency to create music for commercials or licensed pre-existing music gained wider exposure. A commercial for Allstate Insurance Company titled "Tail Lights" featured a song composed by Jason Wade of the rock band Lifehouse that accentuated the spot's message about safe driving for teenagers. The song became available for download on the Internet in November 2007 and is also promoted via an online music video. The success of collaborative ventures between musicians and advertising agencies has driven the cost of licensing songs down, according to Rani Vaz of BBDO New York.