In the old days, a TV sync was perceived as not so cool or whittling away at your indie cred. Now it's seen as much more of an opportunity than a sellout, as a way to find fans who wouldn't have ordinarily come across their genre of music.
A multi-polar world can not exist without recognising the status and participation of developing countries.
Like everything, what compels one to put pen to paper is a great question.
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