"Jeff Kaye, who administers Green Label Sound for the marketing company Cornerstone, said that after iTunes and the online aggregator take their cuts, all album sale royalties will go to Cool Kids. Which is to say that Mountain Dew has no direct stake in profits, only in the hip cachet of an association with Cool Kids. ‘I don’t think anyone else could have a business structure like this,’ Rocks told The Daily. ‘They just let me make my money. When you’re a soda company, record money is nothing. The $100,000 they spend is nothing. It’s like a commercial for them. This builds a relationship with them, and they get first crack at licensing tracks.’ Rock paused before affirming his commitment to the brand behind his artistic vision. ‘I don’t even drink soda, but if they asked me to drink a whole case, I would. This is the perfect new type of situation no one has ever seen. The music industry died. [Mountain Dew] can do whatever they want. It’s a better situation.’ Kaye’s simple explanation? ‘Cool Kids get the money, and Mountain Dew gets brand equity.’"