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.
Everyone comes up to me saying 'Cooee Julie! Hello!' as if I know them. Of course I don't bloody know them. Am I flummoxed by it? Sometimes. I think 'Ooh love go easy.' For a time I did feel this pressure that I had to be funny but it passes.
