You could not understand the name The Heavy, yet you more than likely understand the Bath, England also, band’s music. At least, if you’ve watched a movie, or an ad, or a video game, movie trailer, or TV present in the previous 5 years, it’s going to sound acquainted. While the band started licensing its music early on in its career–advertisers in France were particularly keen on beforehand single “Colleen”–it didn’t end up being a major component of the service of being The Heavy until the release of the band’s 2009 album, The Housage That Dirt Built, and also the lead single, “How You Like Me Now.”


“The magnitude of it was rather a surprise,” guitarist Daniel Taylor claims of the means the licensing roughly that song–which showed up in movies from Ted to The Fighter, and Kia’s 2010 Super Bowl ad. “We’re in England also, so as soon as it came to be as massive as it was over here, we didn’t see that–it didn’t concerned our TVs. We don’t also understand what the Super Bowl indicates.” Still, drummer Chris Ellul explains the Kia ad as the turning allude in the band’s career.

You are watching: How you like me now commercial

The music company is a hard one to make a living in as an artist, and artists are constantly looking for revenue streams–consisting of declaring. But once The Heavy–whose a lot of current brand deal associated licensing the single “Turn Up,” from the band’s forthcoming album, to the NCAA for the men’s Final Four–go into the studio, they try to keep the knowledge of what that revenue stream implies at bay.


*

“It’s a difficult route to tcheck out, because if you start thinking about it too a lot, it becomes virtually made-to-measure and predictable,” Taylor states. “We struggle, because being English, we’re normally quite pessimistic– whereas if you’re establishing as much as compose a brief to advertise something, it requirements to be glass-half-complete, or really overflowing.”


Still, Taylor is open up around the reality that the realities of business are a element in the band’s decision-making. “You can gain those briefs from publishers that come via that are, choose, searching for certain forms of songs. So perhaps you sit down and also meacertain it out a tiny little more,” he says.

That’s an amazing stress and anxiety for an artist whose day task is making music to be tape-recorded through a band also, sold or streamed as documents, and percreated live. During SXSW, The Heavy were anywhere Austin, playing six reflects in four days–and each time, once they dropped “How You Like Me Now” into the collection, the audience involved life. “The lightbulb comes on–‘Oh, it’s that band!’ and everybody starts going crazy. Then we’re done,” Ellul claims.

See more: Using The Molar Mass Percent Of Carbon In Diethyl Ether :, How To Calculate Mass Percent Composition


“I think what we do simply happens to tick those boxes,” Ellul says of the means advertisers and also filmdevices respond to the band’s music. “We’re into stuff that could be videotaped technically badly, but if it sounds cool and we favor the sound of it, then we’re gonna go via it. I guess that creates a little bit of a civilization. Certain documents you listen to, you’re taken right into a totality world because it’s so unique. That appeals to film and also advertisers and stuff–that’s what civilization are attracted to.”


The Heavy created in 2007, and also its members are all old enough to remember that there was a time as soon as letting your music be supplied in declaring was “the kiss of death,” as Taylor puts it, for a band’s imaginative integrity. “I remember world would get Levi’s ads, and also it was a really negative thing,” he says. And when pushed on that question, he sounds a tiny defensive–he talks about the fact that the band also documents everything in their bedrooms, develop their very own records, maintains a DIY aesthetic, and still manages to contend via artists who are “some kind of Simon Cowell creation.” “You need to think cleverly around just how you’re going to gain right into every one of those living rooms throughout America. How are you going to execute that? Television. Advertising. Films. We make amazing music, which music supervisors obviously feel fits what they’re searching for, so that, for us, is cool. We’re making the music we love to make.”

With that in mind, there are lines that the band also draws around what they’re willing to promote. They don’t do cigarette ads, and also famously ordered Newt Gingwealthy to stop using “How You Like Me Now” in the time of his failed 2012 presidential project.

“For me, that’s the one thing–periodically the brands . . . ” Ellul starts, seemingly trying to decide if he’s willing to burn any kind of particular bridges–before deciding that he will. “I don’t desire to be endorsing McDonald’s, or this, that, or the other. Those companies carry out bad things,” he says. “That’s the rub. But mostly, most of the stuff that comes through are massive corporations, however not civilization who are the lowstays of it. McDonald’s asked us to carry out stuff, and also other civilization, however we haven’t done it.”