Life as an Extreme Sport

“What’s in Front of Me”

Television adverts have gotten smart – they’ve realized they need good music to attract attention. Of course, until recently, this has led to frustrated consumers saying “that was an amazing version of Walk the Line/the Beatles/what was that great song?” and finding out it was custom recorded for the commercial and not available otherwise.

Of all people, the American Medical Association is going the next step, and is planning on making the song “What’s in Front of Me”, feature to the new AMA/Medicare/Voices campaign, available on iTunes in early 2007. I’ll be lining up to purchase my $1.99 copy of the song, both because I genuinely like it, and because this is the sort of creativity I’d like to encourage.

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