June 15, 2010

By By Jason Lipshutz, N.Y.

For full coverage of the Music & Advertising Conference 2010, visit Billboard.biz/manyc.


Rock N Roll Jesus Kid Rock delivered a keynote Q&A alongside Billboard editorial director Bill Werde at the Billboard Music & Advertising Conference on June 15.

?I?m getting paid to drink whiskey. What part of that is selling out?? said Rock, touching upon his partnership with Jim Beam. Rock discussed his upcoming album ?Born Free,? went in-depth on his nearly two-year brand partnership with Jim Beam, and talked about the different opportunities the deal has presented him: sponsored tour dates and free downloads given away when fans purchase a bottle of the liquor.

Rock also touched upon the impact that his beer company, American Badass Beer, and clothing line, Made In Detroit, have had on his income. Although Rock said that he constantly gets approached to sponsor products, he only endorses ?things that I really believe in, and that are really close to my heart.?

?Born Free,? tentatively due September 4, was also given a preview in Rock?s discussion. He described the Rick Rubin-produced disc as a ?very organic, blues-based rock-and-roll album.? It will feature guest spots by T.I., Zac Brown and ?Picture? collaborator Sheryl Crow.

The Music & Advertising event launched in 2009 and focuses on the lucrative and creative nexus between music and the brand space: what deals are working, how to get your music into brand campaigns, who the players are in the space, and more. This year's event - which continues tomorrow at the Edison Ballroom in New York - features executives and agencies representing brands including Cotton, Lexus, Electronic Arts, Apple, Nike, Coke, Honda, Nokia, Target, ESPN, Bacardi, Gatorade, Land Rover, NASCAR, Diet Coke, NHL, Starbucks, LG, MTV and Oreo.

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