David Carr, 
"A New Model for Music: Big Bands, Big Brands," on page one of the business page, 
New York Times, March 17, 2014.
Excerpts:
In Austin last week, the salty, cheesy wonder of Doritos was brought to 
you by the sweet, uplifting allure of Lady Gaga. Or was it the other way
 around?...
  
In a streamed world where music itself has very little value, selling out is far from looked down upon, it’s the goal...
The
 consumer wants all the music that he or she desires — on demand, at a 
cost of zero or close to it — and we now live in that perfect world.    
It
 doesn’t feel perfect, though. At this year’s festival, historically a 
place of artistic idiosyncrasy, music labels were an afterthought and 
big brands owned the joint. Venues were decked out with a riot of 
corporate logos, and the conference’s legacy as a place where baby bands
 played their little hearts out to be discovered seemed quaint in a week
 in which Jay Z and Kanye West kicked it for Samsung, Coldplay headlined
 for Apple’s iTunes and Tyler, the Creator played a showcase for 
Pandora.
This
 new order evolved because when music moved into the cloud, not much of 
the revenue came with it. CD sales are a fraction of what they once 
were, and the micropayments from streaming services have yet to amount 
to anything meaningful...
Given that Bob Dylan, of all people, recently made a 
big-money commercial
 for Chrysler, none of this is surprising, but it still has 
implications. No one will miss the stranglehold the large music labels 
had on the industry, but having shoe and snack food companies decide 
what is worthy could strangle the new, unruly impulses that allow the 
music business to prosper... 
For South by Southwest, Lady Gaga filmed something of an infomercial for
 Doritos, urging people to use the hashtag #boldstage and submit a video
 of themselves doing something “bold” to compete for access to her 
performance...
(You
 could say 
it was a new low, but last year, I saw Public Enemy, musical 
heroes of my youth, perform “Fight the Power” inside a mock Doritos 
vending machine.)
 
At
 her keynote address on Friday, Lady Gaga thanked Doritos and said 
plainly, “Without sponsorships, without all these people supporting us, 
we won’t have any more festivals because record labels don’t have any” 
money.
Carrie
 Brownstein, the star of “Portlandia” who played in the rock band 
Sleater-Kinney for years, was in town with her co-star Fred Armisen to 
speak on a panel. Like many, she marveled at the number of brands that 
wallpapered the festival.
“I
 almost felt like I was in festival-land and the bands were there as 
part of the theme park,” she said. “Still, it’s good there is a physical
 place where people gather to watch music because so much of it seems to
 come from nowhere at a cost of nothing”...
“The willingness of artists to partner with brands happened because 
revenues dried up from physical discs,” [Peter Gannon] said. “The labels are not 
going to get a lot of sympathy because they were not very good to 
artists. At least when a brand is involved, there is an understanding 
that we are borrowing the cachet that the artist has built and we try to
 make high-quality projects that give value to both the client and the 
artist. ”