The age of art vs content

“I don’t think anybody is afraid that the Senior VP of Marketing at Mountain Dew is going to tell Neon Indian that his new Green Mountain single isn’t “DEWMocratic” enough to be played on the radio. Mountain Dew, frankly, doesn’t need to give a shit WHAT Neon Indian’s new Green Mountain single sounds like. It is the proximity of the signifiers “Neon Indian” and “Mountain Dew” — and the knowledge content labeled “Neon Indian” will circulate through influential channels — that makes this investment worthwhile.The music Neon Indian produces for Green Mountain will not be derided as art that has been debased by commerce — it will be simply be consumed as branded content.” – Matt LeMay at MBV