Maybe you've never heard of Fujiya & Miyagi, but I'll bet you know "Collarbone," the electronica outfit's ditty for the new Jaguar commercial. The krautrock-inspired group is just one of many hip indie acts employing advertising to break its music.
"People don't buy as many records as they used to, so groups have to find other ways to make it work," explains singer and guitarist David Best. "It's good in terms of people hearing a song they otherwise wouldn't."
Fujiya & Miyagi has recently dropped Transparent Things, a record showcasing not only the group's fusion of Kraftwerk and Aphex Twin, but also its wacky lyrics.
Hailing from the U.K., the group fancies conquering the States, a task Best is optimistic about. "I think the U.S. is more open to different types of music and doesn't tend to pigeonhole groups quite as much as the U.K." Consequently, one of Best's great American experiences stems from a food discovery in Cleveland. "I had some cherry pie with ice cream on it," he says. "And it was the greatest food moment of my life."
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