In 1997, the BBC made a version of the song with advertising agency Leagas Delaney. It showcased the BBC in a lengthy corporate promotion of its diverse music coverage which was broadcast on BBC channels, in cinemas, and at major events organised by the BBC such as the Eurovision Song Contest 1998. It featured Lou Reed himself and other major artists in what the "Financial Times" described as "an astonishing line-up of world class performers". In reference to the licence fee, the film ends with the message "Whatever your musical taste, it is catered for by BBC Radio and Television. This is only possible thanks to the unique way the BBC is paid for by you. BBC. You make it what it is." This message appears over the repeated words "You're going to reap just what you sow" which "The Guardian" described as "a none too subtle message: keep writing the cheque." In response to accusations from commercial competitors that the corporation had wasted vast sums on the film it was revealed that each artist received a "token" £250, which was at the time the minimum pay for a performance on BBC.