This year at MIDEM, a gathering in France for the music industry elite, a number of panels focused on branding. Execs from Converse, NASCAR, PepsiCo, and Carhartt shed some light on the current state of music-based branding efforts. Advertising and the music industry are getting in harmony, Brandweek explains.

Mountain Dew in particular has a very integrated collaboration with its artists, while most brand-artist relationships seem forced and coldly corporate. Its Green Label Sound puts the brand in cahoots with acts like Chromeo, Matt and Kim, and The Cool Kids. Mountain Dew’s moved from mere sponsors to artistic curators—and artists have become brand storytellers, not puppets.

Another highlight is Converse’s Connectivity series. With the help of Pharrell Williams, Santigold and Julian Casablancas, it released its popular, exclusive track, “My Drive Thru,” which illustrated the brand’s originality and rich cultural history.

Both projects work with artists to push relationships past logo-slapping or product-placement—together they create something real.