Brands Become New Stars of Music Videos

Jan 10

Diet Coke, Sony, dating site Plenty of Fish and Wonder Bread are just some of the brands to play the latest leading roles in a selection of music videos, and, according to PQ Media, the trend is set to grow rapidly, bringing high returns on investment for brand owners.

Britney Spears’ video for hit ‘Hold it Against Me’ featured Plenty of Fish, Make Up For Ever and Sony. Lady Gaga’s video for ‘Telephone’ presented viewers with Virgin Mobile, Polaroid and of course, Diet Coke – aka the eccentric pop star’s ‘hair roller’.

Deborah Posner is an advertising instructor at The Art Institute of Fort Lauderdale. She says that since music audiences have migrated from TV to internet, advertisers have been able to glean more out of the available marketing space in music videos.

Permanent Advertising: Embedded Marketing Never Disappears

Because products placed in a music video never disappear, as long as the video exists, so does the advertising campaign. “[This permanence] is unlike most other ads which may be played before or after a video, or displayed alongside it only for a certain number of times or views. True embedded marketing does not disappear,” says Posner.

Music videos are particularly influential amongst a younger audience and so brands longing to woo the 18-35 year old demographic are taking full advantage. Posner says product placement promotes consumer identification, interaction and conversation around a brand.

Here is a selection of recent music videos using product placement advertising, including the infamous Gaga ‘hair roller’, courtesy of Diet Coke.