McDonald's has wilted under public pressure after it was revealed by North Carolina band Ex Cops that the fast food giant, valued at $90.3 billion in 2013, had asked the band to play for free at its SXSW showcase in exchange for potential varying degrees of promotion. Due to the public relations nightmare for an event that is supposed to be a marketing tool to youngsters, who unfortunately for the company are more socially aware, McDonald's decided to pay all the musicians who will be performing at its SXSW showcase. The American fast-food firm released the following statement to Billboard on the matter.
"SXSW started as a conference and festival for the music industry, related press and up-and-coming musicians bringing the community together to showcase their talents," the company said, through a representative. "We are excited to expand our support of music at our SXSW activation where the lineup features a great assortment of more than 20 bands, honoring the spirit of the festival. To further support these artists, all bands performing at our showcase will be compensated."
According to a Billboard source, Ex Cops were never confirmed and will not be performing at the showcase, though they did update their Facebook page last night after the news broke of McDonald's paying the artists on the bill.
"We are thrilled that our letter made a difference. Thank YOU for helping us. Artists should be paid for their work," said the band.
The package that McDonald's offered to Ex Cops is not uncommon. Bands generally have to make the trade of both marketing and promotion by a large brand or money. Sometimes they do not get the choice and it is just one or the other.
As Scott McNearney, SXSW sponsors chief, acknowledges, this is how the festival has evolved as brands and bands try to leverage they resources to maximize their time in Austin.
"They can either take a cash payment or they can take a credential package to participate in the conference and see other showcases. It's up to those artists to decide which package they want," he said.
