Euro 2008 To Be Heavy on the Falsettos

In the age of declining record sales, carbon-copy radio stations, fewer record stores and even fewer places to watch music videos on TV, bands have to look for new and different ways to reach consumers. Some ink 3 commercial deals with auto-makers (Wilco), some pin their hopes on lending their songs to popular TV shows (Snow Patrol on Gray's Anatomy) and some just give it away for free (Radiohead). For Coldplay's upcoming Viva La Vida (Or Death and All His Friends) album they're taking their global domination plan, erm, global.

The soccer mom's favorite music will be featured in promos and ads for ESPN's coverage next month of the European Championship. ESPN will incorporate pre-released music from Viva La Vida into match and studio production for the quadrennial tournament which begins June 7th...conveniently one week before the CD drops on June 12.

Matches will be shown on ESPN and ABC in the U.S., Canada, Mexico, South America and India with the final airing on June 29 as part of a doubleheader that opens with David Beckham's Los Angeles Galaxy at D.C. United. Says ESPN Senior Director of Sports Marketing Seth Adler, the idea is to demonstrate the global importance of soccer and create greater interest in the sport "even among American fans."

"Even among American fans" he says. When I first read that statement I was a little uncomfortable with it. But then I recalled the time that I told 2 of the guys out of Coldplay that they had made it because "even black people are buying your records" --and anyone in the music game will tell you that for a white band in the American market that is no easy feat-- so maybe I understand what he's saying there.

And before the Coldplay-bashing, free-for-all begins in the comments let me just remind you all that exit polls on their last tour have shown that Coldplay will get you laid 3 out of 5 times with college educated women over the age of 26. Fact.