Product placement like you've never seen (or heard)

  • PopPress
  • October 1, 2014
  • StopPress Team
Product placement like you've never seen (or heard)

Ad creep—where commercial messages are placed in previously uncommercialised zones—has been on the rise for years as consumers increasingly turn away from traditional media. There have been ads on Japanese schoolgirls' thighs, on foreheads, on lakes and practically anywhere else a pair of human eyes might be forced into seeing an ad. Product placement is one of the biggest areas of focus and big bucks are spent to get brands into movies, TV shows and, increasingly, games. So, given the music industry's relatively parlous state, it's not entirely surprising to see that Universal Music is doing everything it can to get some extra cash, including letting brands pay to be retroactively included in its previously released music videos. 

As NME wrote

The Independent reports that Universal will start by placing liquer brand Grand Marnier into a video by Avicii. The placement will then be stripped out after a pre-arranged period of time and replaced with another brand. 

"Being inside content is more valuable than being outside content," Mark Popkiewicz, Mirriad’s chief executive said in an interview with The Financial Times.

Universal's chief executive Lucian Grainge issued an assurance that the deal "ensure that artists' and brands' interests are aligned," with the idea being that MirriAd's technology removes the need for lengthy negotiations between labels and advertisers prior to music videos being filmed.

The Atlantic wrote a piece recently about the internet's original sin: the adoption of the ad-funded model. And while the author says it's not too late to change, it's going to be tough to reverse the trend. 

As Garth so famously said: "It's like people only do things because they get paid. And that's just really sad." 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

The Compendium: 12 April

  • PopPress
  • April 12, 2019
  • StopPress Team
The Compendium: 12 April

Our weekly wrap of good things, strange things, funny things and other things from inside the intertubes.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit