BLACK EYED PEAS Corporate. Really?

The Black Eyed Peas

Prefix Mag posted an article by the Wall Street Journal today on how Black Eyed Peas are today’s most corporate band.  On top writing hit song after hit song (“I Gotta Feeling,” “Where Is The Love?,” “Let’s Get Retarded,” “Boom Boom Pow” and etc.) they’ve become the Kings & Queen of corporate sponsorship (Honda, Apple, Coors, Levi’s, etc) and branding.  Not that I have anything against corporate sponsorship and branding, but the integrity of artists today have chipped away at my own personal passion for music.  Having run a label, done publicity and written on music I’ve been on many sides of the music industry.  I’ve seen bands come, blow up, and then go.  I’ve seen people change.  And people definitely change when money is shown to them

Now, I am not questioning whether the members of Black Eyed Peas have changed as people but stating a fact.

But the article can also teach today’s band/artist how to make it in today’s ruthless marathon of competitive wolves.  One aspect that that is important in today’s entertainment industry is branding.  Randy Phillips, president and CEO of the concert promoter AEG Live stated that “He’d be the best ad executive on Madison Avenue.”  That is something to think about.  Think of your art/band as a product.

In the end Will.I.Am has found the right way to use his business edge in today’s music industry.  “You have to use it right. It’s a hammer and a nail. Most cats are just walking around with hammers as necklaces. I’m like, did you know it could do this? Boom boom! I’m gonna make a house.”  If a band can maintain artistic integrity, stay sincere and use business wit, I can never see anything wrong with that.  We all need to make bread.

Good article, read it here.

MP3: “Boom Boom Pow
Purchase: THE E.N.D.
Label: Interscope

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Twentyseven Views is primarily a music blog (although sometimes I will do the random post on a film or something culture or art related). All posts are genuine and honest opinions by the writer.

The writer is based in New York and has run a small indie record label, was a former publicist and has done freelance publicity. The writer has penchant taste in music that lean towards pop. Whether that be indie pop, dance music or hip-hop.

MP3s are used to help promote the artists and musicians. Please buy their art!

If you have any questions regarding any posts please feel free to contact the writer.


Please feel free to contact me at twentysevenviews(at)

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