
In a music industry where it’s getting tougher by the minute to live off one’s work, the now contract-free British electronica duo Faithless may have found a way to promote their upcoming album The Dance without the push of a major label or even selling out to a big sponsor. Well, kinda.
The band behind the hit Insomnia just entered in an agreement with motor company FIAT to produce what is regarded as the world’s first ‘prommercial’, a three-minute music video for the new alum’s first single, Feelin’ Good, set to air on one of the commercial breaks during UK’s Big Brother this Sunday. No FIAT logos will be seen in the
video, only a cameo appearance by a blue Punto Evo car. Following that premiere, 30-seconds edited versions of the video will air as part of the normal ad campaign by FIAT, and a special edition of the car called the Feelin’ Good will be released.

The thing that stands out in all this is that the band is not receiving any compensation in this agreement, save for the big-budget video for their first single and the attached promotional exposure, all funded by FIAT. This gives them the same promo push as they would get from a major label, minus the headaches that usually come with such a contract. On FIAT’s side, they benefit from the credibility and edge that come with being associated with such a renowned act as Faithless. This, if it proves as beneficial to both sides as it is predicted, may very well change the future of funding in the music industry.
[via PSFK]