Catalyzed by the recent upheaval and reorientation in the music industry, opportunities to make money in advertising and marketing are of growing importance for musicians, labels and publishers. At the same time, attributes of music culture – coolness, youth, difference and community – play a prominent role in the development of strong brand profiles. Music is becoming more and more a matter of content, the task of which is essentially to heighten the appeal of non-musical products such as mobile phones, internet access or clothing. Here and elsewhere businesses increasingly profile themselves as patrons and initiators of artistic productions. Participants in the panel discussion provide an insiders' view of their daily practice and diverse strategies and explain how the various relationships between artists, agents and those who commission works are structured. Are such alliances profitable in the long term for both partners? And how does such cooperation impact on the musicians' and artists' delicate relationship with fans and club-goers?