In 1967, the Who released its second album entitled "Sell Out." It was a creative effort partly comprised of goofy commercial jingles for products like "Odorono" and "Heinz Baked Beans."
How ironic that nearly four decades later Pete Townshend has succumbed to the draw of corporate America marketing dollars, offering the Who's classic catalog for the right price.
Just turn on your TV. That's "Baba O'Riley" playing in a Hewlett-Packard ad. Did we hear "Baba O'Riley" playing in another room? Yup. This time it's for a Nissan ad. At least Townshend is not offering exclusive rights.
Give Nissan credit for recognizing the Who's classic album "Who's Next?" They also paid for the rights to "Won't Get Fooled Again" and "Bargain."
Doing some last-minute Christmas shopping? Townshend's "Let My Love Open the Door" promotes JCPenney as the place to shop.
Need new headlights for your car? To the beat of "I Can See for Miles," Sylvania touts its Silverstar Lighting product.
Can you see yourself behind the wheel of a new Hummer? "Happy Jack" may help you fine-tune that picture.
Sickened by the music of your generation serving as the soundtrack to commercials? Then stay away from ESPN's Sunday Night Football, where "Who are You" is used to introduce the starting offensive and defensive lines.
Not into football? That's OK. You can catch "Who are You" as the theme song of "CSI," CBS' anchor prime-time drama.
Townshend is not the only songwriter making a buck by licensing his music. But his songs, perhaps more than anyone else, served as the soundtrack to our angst-ridden early adult years, providing us with a spirit of individuality.
Somehow it's not the same, hearing these songs with the subtle ka-ching of a cash register. Guess this is what happens when you don't die before you get old.
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