Hip hits for mainstream movies

M.I.A., “Paper Planes”

When the folks behind the new Will Ferrell comedy “Step Brothers” wanted to make their upcoming movie seem a bit edgier, they turned to LCD Soundsystem’s “North American Scum,” one of last year’s best, yet undiscovered, songs, as their anthem. When the “Pineapple Express” guys looked to reach a hipper audience for the Seth Rogen film opening Aug. 6, they picked up M.I.A.’s great “Paper Planes” single for their campaign.

It’s a matchmaking trend born from Apple’s iPod commercials’ successes and the failures of commercial radio and major labels. When big advertising campaigns can generate unexpected hits for the likes of Yael Naim and the Ting Tings, it becomes pretty clear that what those songs (and so many others) needed was exposure for success, not different music. And exposure is supposed to be the one thing major labels can bring to new artists, with the help of their relationships in commercial radio, that the Internet distribution companies can’t.

The success of these indie-leaning songs points out an even bigger problem with commercial radio, though. What does it say about their folks who are supposed to be finding great new music for their listeners when it turns out that advertising folks and marketers often have better ears for mainstream hits than them?