Faithless have done a deal with Fiat which lets them continue without a traditional label:
This Sunday, during Big Brother on Channel 4, a three-minute advertising break will be filled by a video for the dance group's new single "Feelin' Good".Faithless are clear they're doing this as an experiment, to see how this sort of thing might work.
The Italian car company have paid for the video which will not appear as an advert – a blue Punto Evo car will make a quick appearance however, it has been reported.
The warning bell, though, is this:
The deal has been called a "prommercial" by an advertising agency.A prommercial? Combining the word "promotional", which means to sell something, with the word "commercial", which means to sell something.