In the case of Arctic Monkeys, Riley explained, it took multiple visits with the band to show them demos and explain what the Guitar Hero franchise is all about to get permission.
This is pretty shocking. Some bands should be paying Neversoft to get placement into Guitar Hero 5, not nickel and diming and hemming and hawing over *allowing* Neversoft to use their music. Getting listed = guaranteed placement and listening by millions of music fans. These people love guitar rock-- love it enough to fill their living rooms with cheap plastic approximations of musical instruments. That's about as targeted as you can get.
It goes to show that in crazy media times like these, many people don't even really know which way the value chain flows. Maybe because now it flows both ways.