The commercialization of the music industry is a crime against humanity- in my opinion. However, it continues and there is nothing we can do about it (those of us that want to). In a sociology class I took last summer, my professor played ‘Hot & Cold’ by Katy Perry and had us count the number of different product placements throughout. It was amusing and the class found about five as I recall. The extent to which some “artists” go is ridiculous and I have had a tendency to consider such artists sell-outs in the past. Still, they have a point.
There is no denying that this an effective way to reach millions of consumers at a time and those with specific tastes as well. Although I like a variety of music from all sorts of artists and don’t necessarily want to be like any of them, I feel my type is somewhat of an exception when considering teens and tweens. Anyone notice the sudden invasion of Bieber inspired hairstyles that has emerged among middle and high school student across the US and Canada? Personally, I see them everywhere (unlike a few years ago). It always seemed like all the rich white kids that I went to high school with wanted to be ‘gangstas’ as well. A little too much 50, Tupac, Eminem and Lil Wayne?? I think so. But it’s fine with me. I have my heroes that I want to be like as well.
Back to my point… Product placement seems to be a great approach to reach the masses and those with certain tastes. A psychographic segmentation approach would likely be helpful in identifying those of particular self-concepts and lifestyles by associating certain brands with certain artists. Although, my initial response to product placements was one of disgust, I have come to expect it from certain artists and no longer think much of it. They DO make it clear in all of their songs that they are only in the music industry for the money (well some of them at least). As long as this product placement is to continue, we all better look into it, as marketers, in order to avoid missing opportunities.
Below is an example of more than just product placement… It is revolutionary… It is an ad within a video. There is no subtlety here whatsoever- and THAT is what makes it all the more noticeable and hilarious at the same time. Just watch the first 15 seconds yourself and see.
The next what is Katy Perry like I mentioned. Count the product placements!! Can you find them all?
Despite the positive aspects of product placements which I have discussed, I would be offended and shocked if I ever saw such things in a real artist’s music video. As cool as some ads are, they just don’t go with art.
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