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? 

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.