In this article, I explore how neoliberal economic discourses and techniques have profoundly influenced the way that music education in early childhood has developed in recent years in the UK. I focus on two dominant models of practice that have been shaped by market thinking; the private music session (the 'branded product') and short term, stand-alone projects funded by charitable organisations (the 'funded project'). The prevalence of these two models has resulted in highly fragmented and unequal provision accompanied by narrow conceptions of music in early childhood that give rise to impoverished practice. While I base my discussion on the early childhood sector in the UK, this discussion can nevertheless warn music educators beyond this one sector and one location of the negative consequences of abandoning music education to market forces.