Wrigley’s Buys Chris Brown for a Song

Chris Brown performing at KISS 106.

WSJ is reporting that Wrigley’s (the gum people) are going to announce tomorrow that they are the sponsors on R&B singer Chris Brown‘s top 10 hit “Forever”

“Sharp-eared pop-music fans may have noticed a brief reference to an old chewing-gum jingle buried in “Forever,” Chris Brown’s top-10 hit. “Double your pleasure/double your fun,” the R&B singer croons in the chorus.

What listeners don’t know — and what Wm. Wrigley Jr. Co. planned to reveal Tuesday — is that the song is a commercial.

“Forever” is an extended version of a new Doublemint jingle written by Mr. Brown and scheduled to begin airing next month in 30-second spots for Wrigley’s green-packaged chewing gum.”

Many, like Gawker, are up in arms, saying:

“This was all done in secret. Tomorrow the company holds a big press conference revealing the whole scam, presumably with the expectation that music fans will clap with delight and declare Wrigley to be their new favorite gum manufacturer. I would suggest that the more fitting response would be a bonfire of Doublemint, angry sloganeering, and boycotts of the company and Chris freaking Brown and his record label.”

Personally, I’m not sure what the big deal is.  First, we all know people would much rather not pay for the music they listen to but the musicians still have to make money somehow.  Second, how different is this from having an existing song used for a commercial campaign. If we start condeming every band and every product that has worked together there wouldn’t be much left.

Maybe it is the lack of transparency that folks find upsetting.  That’s understandable but it’s still not a reason to start a revolt.

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One response to “Wrigley’s Buys Chris Brown for a Song

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