you mine ♪ >> historically there had been some wariness about selling your music to advertisers. it was seen as selling out. in the 2000s that totally disappeared. ♪ rock with me rock with me ♪ >> there's all these songs that became iconic primarily through their use in ipod commercials. ♪ one, two, three, four ♪ ♪ tell me what you're looking for ♪ >> now indie culture was cool and you could market yourself as part of this new global indie community. ♪ glamorous indie rock 'n' roll is what i want ♪ >> you've got the killers or you got kings of leon. and of course the white stripes. they all step into the role of capital "r" rock star.