Consumer brands are known for tapping bands or popular solo musicians to front their yet another short-term marketing stunt or to become their «brand ambassadors» as part of a longer term content marketing strategy. But does this yield some non-material benefits for brands beyond immediate sales figures? And does it influence artists’ musical careers beyond pouring some hard cold cash into their creative endeavors? 

Founded back in 1985 as a partnership between the American Cancer Society and the pharmaceutical company Imperial Chemical industries, an annual Breast Cancer Awareness month traditionally celebrated in October not only in the U.S. but merely across the globe, in its 29th year has become for businesses a yet another newsworthy marketing and PR opportunity, such as Super Bowl or Olympics.