The 40th Anniversary issue of Rolling featured a 4-page pull-out section near the front of the book entitled the “Indie Rock Universe.” The fold-out is fits oh so nicely in between five pages of advertisements for “The Farm,” Camel Cigarettes’ indie band and label-focused promotion. Any indie music fans who paid any attention to those pages likely assumed that the “Indie Rock Universe” poster was part and parcel of the Camel advertising campaign; if not, the message was clear…Camel’s got indie rock’s back.

The indie music isn’t the only genre being targeted. Hip Hop has also been a victim.  The "Kool MIXX" campaign is focused on hip-hop music and culture, including DJ competitions, etc. Copies of the “Kool MIXX” CDs were distributed free in Spin, Vibe, and Rolling Stone all of which have high youth readership.

To lure young blacks to take up smoking, tobacco companies sponsor concerts, tours and parties with artists they think are likely to appeal to black youth audiences—including hometown heroes like the Roots and Jaguar Wright, and even supposedly socially conscious performers like Common and Erykah Badu.