There was a packed house for our industry panel Q&A for the pre-gig session at our Make Good Music Day event, exploring ways in which musicians and brands can work together. On the panel, L-R:

Simon White, manager of Phoenix, Bloc party, Ariel Pink; Jane Third, Head of A&R at Because Music; Jaimie Hodgson, NME New Bands Editor; Casper Llewellyn Smith of Guardian Music; Jaz Summers, who has managed Wham!, The Verve, Snow Patrol; W+K's Nic Owen, crumhorn soloist and X-Factor fanatic.

There was a lively debate around collaboration between musicians and brands. The managers, Simon and Jaz, stated there's no such thing as 'selling out' any more – "Jack White did a Coke ad. The dream's over." And no-one really cares because dealing with a major label is the same as dealing with an advertiser – they're both just big corporations that want to make money. Jamie from the NME argued that credibility is still important. "Being in a band is all about looking cool, so you can't do a deal that makes you look foolish." But Casper of The Guardian quoted Primal Scream's Bobbie Gillespie's opinion on Iggy Pop's Swiftcover ads: "I like them. And so do my kids."

Jane said "I don't give a shit about whether Iggy has sold out. He's a heritage artist cashing in. The question is how we can find ways to help build a future for new talent."

The general view seemed to be that if appropriate and relevant deals could be done between artists and brands, this could be of mutual benefit.

Then again, there are some endorsements whose nature makes you question any admiration you may formerly have had for the performer involved…

Is the future about labels, or brands, or agencies? Jaz Summers – "The future of music will always belong to the artists."