Spiked by the decline of music videos on TV over the past 10 years, musician brand alignment has grown steadily and become more popular than ever. That said, it's nothing new.
THE FAT BOYS manager, Charlie Stettler, is Swiss and brokered an early deal with Swatch. The commercials were all over MTV at a time when Hip Hop was not programmed on the music channel.
There's always a way... PROPS.