Brands and companies are taking on the role of record label as the old model of music distribution continues to die. Proctor & Gamble, Nike, Red Bull, Unilever, Converse and Bacardi are all forming relationships with artists and providing payment, publicity and distribution for their songs. It becomes a win-win situation as the musicians get paid well to continue their work, and the brands share the limelight generated. The deals are reported to be far better than musicians were getting from traditional record companies. Most artists maintain the rights to their work after a period of time, and the revenue sharing is far more generous.

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