Just a week before the recent Grammy Awards, the global market research company Nielsen conducted a study on how highly acclaimed music impacts the effectiveness of the brand advertising, and also compiled two lists of top 10 ads featuring well-known songs—popular among the U.S. general public (age 18-49) and Millenials (18-34).

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? 

Budweiser is forming a true street band with the help of established musicians as part of its ongoing global campaign “’Budweiser Made for Music.” The beer brand is searching talent on the streets and subways of such big cities as London and New York with a goal to find the best musicians for its “ultimate busker band.”

Sony Xperia is calling the international community of music artists to participate in its Talenthouse competition for a chance to receive a digital single deal with Sony Music UK. As part of the competition, the brand asks musicians, bands or singer-songwriters to create and submit an original track to the contest page. The best one will get the dream prize.