Cant you hear the musics pumpin hard like I wish you would? Pulsing, upbeat, catchy and instantly recognisable; perhaps the only wonder is why it’s taken the advertising industry so long to press Salt ‘n’ Pepa’s libidinous eighties classic, “Push It†into the service of one of its paying clients. For many, the song forms an indelible part of the soundtrack of their lives. Unfortunately, it is very strength of the associations it can engender that have encouraged the ad men to try and forge an additional and unwanted connection with Kia Motors. Leaving aside that this might not be the most appropriate song for a manufacturer of cheap cars to adopt – buy a Kia and sooner or later you’ll get to push it – the crime being committed here is identity theft or perhaps aggravated burglary. The appropriation of art by advertisers is a violation of our personal histories for commercial gain. Not content, with making off with our possessions, the thieves have also shat on our shagpile of souls. And artists are also complicit in the Faustian deal. They complain when people get to listen to their work for free, but they are blithely unconcerned about devaluing their own legacy and what we’ve already paid for by selling it on to the ad men. When we go to see artist or buy their music, we invest something of ourselves in them. It is the an unwritten contract or covenant which they shouldn’t dishonour by being caught masturbating at a playground or by selling their greatest moment to an insurance company. Now I see “IKo Iko†is being used to sell Cadbury’s chocolate.
Posted on: Tue, 29 Jul 2014 09:16:56 +0000
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