Originally gaining attention from marketing circles, The Independent claimed "it will be proclaimed as the future of the music industry. It may also help rescue the tattered reputation of television advertising".
UK dance act Faithless were the first band to utilise the prommercial in conjunction with car Brand Fiat and marketing agency krow, using it to help promote their latest single ‘Feelin’ Good’ and subsequent album ‘The Dance’. The music video was aired during a Big Brother TV broadcast in the UK on August 15, with Fiat booking the entire three-minute commercial break on the UK's Channel 4.
Faithless, had who split from their record label Sony BMG, received no money for the collaboration but had the 'Feelin Good' video and subsequent TV promotion funded by Fiat. The Guardian newspaper speculated that “In an age where the concept of selling actual CDs is losing traction, it's perhaps inevitable that musicians are reassessing their relationship with big corporations.”
- Marketing Magazine - Faithless incorporates Fiat Punto Evo into music video
- Faithless, Fiat And The Future Of The Music Industry
- The Independent - Faithless tune in to new way to go 'prommercial'
- Popsop - Fiat Is ‘Feelin’ Good’ in Its New Collaboration with Faithless
- The Guardian - The Hard Sell: Fiat Punto
- BBC Newsnight - Does a music 'prommercial' equal selling out?
- BBC Radio 4 You & Yours - Faithless 'Prommercial'