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The Black Keys on Being Broke & Turning Down Commercials to Avoid Being "Sellouts" (Part 3)
Posted
April 7, 2024
Views
14,062
Likes
257
Comments
45
Engagement
2.15%
April 7, 2024
14,062
257
45
2.15%
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The Black Keys, consisting of Patrick Carney and Dan Auerbach, started out earning a cult following and some critical acclaim but were barely scraping by financially. Despite their financial struggles, they turned down a lucrative offer to put one of their songs in a mayonnaise advertisement. At the time, they were wary that the commercial scene was considered uncool and damaging for rock bands. However, they later reconsidered their stance and accepted a $40,000 Nissan ad deal, which gave them exposure and helped them gain financial stability without harming their reputation. Patrick reflected that it felt like a smart hack. This eventually made them the most synched band on Warner Music in the 2000s. Their career trajectory changed when their third album, 'Rubber Factory' made it to Billboard 200. Following its success, they signed to the major label, Nonesuch Records, marking a significant step in their career.
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