Universal Music Group has decided to allow the placement of advertisements for modern products into old music videos. With advertisers now having the ability to superimpose their brands into music videos, some fear advertising methods are becoming even more artificial.
According to The Independent, MirriAd and Universal made the deal and will test it out on an Avicii video. MirriAd will provide the technology to Universal to superimpose the brands into the music videos. MirriAd has been brand placing content since 2008. The first product placement to occur through the MirriAd and Universal agreement will be into an Avicii video and will be of the liquor brand Grand Marner.
“The move is designed to speed up the production process, removing the need for labels and directors to hold lengthy meetings with brands about exactly how the video should look and how their products will be shown off” According to The Independent. Depending on the success of this test run, product placement by superimposing brands may really take off.
Universal’s chief executive Lucian Grainge in a statement mentioned that the interest of artist and brands would be kept in mind throughout the entire process and ultimately be aligned. There is still cause for concern. According to International Business Times, “UMG, a subsidiary of the French conglomerate Vivendi SA, is the largest music company in the world. It owns dozens of record companies, including A&M Records, Def Jam Recordings and Virgin Records, and has a roster that includes everyone from Justin Bieber and Jay Z to the Rolling Stones and John Coltrane.”
Currently, the only known video with product placement is the Avicii video, but Universal Music Group does have a considerable amount of power in the music industry.
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