Authenticity - this is what brands strive for. In her article for AdAge “Brand Authenticity: Is It For Real?” Jill Byron writes, “Ditch authenticity as a brand attribute. Don't say you are authentic -- be authentic.” One simple way to be authentic without saying you’re authentic is to use real, authentic, live musicians in an advertising underscore/jingle/corporate anthem, etc. Often, budgets are designed without considering the value of live musicians in an advertising under