Madonna: 'Hard Candy' a sweet licensing payday

A story in today's Telegraph (via the Daily Swarm) notes that "half the tracks" on Madonna's upcoming "Hard Candy" have already been licensed for use in various commercials around the globe.

Madonna's single "4 Minutes" featuring Justin Timberlake just recently entered Billboard's Hot 100 at No. 68, which the magazine reports is the 53rd time in her career she's appeared on that particular tally. Yet how well the single -- or album -- performs on the charts may be completely irrelevant, if the Telegraph's story is accurate. The U.K. publication notes that Madonna has already "earned millions" from "Hard Candy," which won't be in stores until April 28.

In addition to the Sunsilk commercial already running, Madonna's music will be used to sell products from Vodafone, Unilever and Fuji, according to the Telegraph. Of course, licensing music to commercials is nothing new, and credit Madonna with finding ways to get her music heard at a time when radio's influence is being increasingly called into question.

But with so much of Madonna's music being licensed and made available to corporate entities weeks before the release of an album, the actual CD release is starting to feel a bit more like a perfunctory exercise rather than anything to get excited about. In Madonna's case, the "Hard Candy" CD is being used as a pop music portfolio to present to potential business partners.

Unlike, say, Gnarls Barkley and the Raconteurs, who designed marketing campaigns that at least attempted to allow fans to live and own the music first, campaigns like the one surrounding "Hard Candy" approach the fan with subtlety of a car salesman.

The Telegraph quotes John Reid, the president of Warner Music Europe and vice-chairman of Warner Music International, who said, "It's not about upfront payments, it's about selling the product. She is a very smart businesswoman who wants to sell a lot of albums."

No doubt, but the plan seems designed to sell a whole lot of singles rather than albums. Indeed, with with half an album already licensed before its release, one wonders why Madonna is releasing "Hard Candy" at all. (For Grammy eligibility?) An artist could record a collection of songs, license them off and then let the agencies on Madison Avenue work their magic. Various album-like packages of singles could then be sold after the fact, based on what songs worked with audiences.

It may not be an attractive reality for a fan of the album, but take heart, it's really only an approach that could be successfully used by pop-and-single-oriented artists. In fact, some singles-minded artists may find that releasing an actual album could be detrimental to his or her career.

Take the case of Flo Rida. The rapper has already sold close to 4 million digital downloads, according to Nielsen SoundScan, and who knows how many ringtones and other digital tchotckes have been moved in the name of Flo Rida's hot single "Low." Nevertheless, the excitement surrounding his singles resulted in a collective shrug for the release of an album, as his momentum-killing debut, "Mail on Sunday," sold 86,000 copies in its first week.

Photo courtesy WireImage

Comments

[didier]

If the "Telegraph" story is correct, it means that MADONNA finds the way to make money with recorded music, thing which is becoming increasingly irrelevant at the age of the internet.

All this is interesting but believe me, as a huge fan, the most important thing will remain to buy the album, to listen to it hundreds times and to attend her fabulous concerts. MADONNA is the most magic and adorable Artist.

[John]

Are you serious? It's all media, it's all entertainment. Commercials, downloads, whatever. Anyone who likes a track will buy it. BTW - You don't mention the parameters of usage.

[San Francisco Photos]

She's the queen! Long live Madonna.