I think it's what the times are demanding. If you're talking about the popular artists, they collaborate with a lot of different people and it seems to be in vogue now. It probably is indicative of the times.
Of all the consumer products, chewing gum is perhaps the most ridiculous: it literally has no nourishment – you just chew it to give yourself something to do with your stupid idiot Western mouth. Half the world is starving, and the other’s going, ‘I don’t actually need any nutrition, but it would be good to masticate, just to keep my mind off things.