Artists who have fully exploited product placement

December 18, 2017By

Many artists have striven to earn as much as possible from their music product placement, which has given them the opportunity to squeeze as much revenue as they can from their music videos. Music audiences are becoming more suspicious of musicians who just seemed to be concerned about raising as much money as possible by flooding the video with countless products, but this has not stopped some.

Britney Spears starring in “Work Bitch” video

Britney Spears has exploited the benefits of product placement to the limits. She apparently earned 500,000 dollars for the products that she endorsed in the video  “Hold It Against Me”. The products belonged to the brands, like “Plenty Of Fish”, “Make Up Forever”, and “Sony”. The direct style of the placements did not put her off, and her music video “Work Bitch” included the products of the “Planet Hollywood”, “The Beats Pill”, “Maserati”, “Bagatti”, and “Lamborghini”. There is no doubt that Britney Spears has successfully used product placement to finance her music.

However, many will question the style she has done it in. Another artist, having caused controversy, is Lady Gaga who worked with Beyoncé on “Telephone”. This video lasted for 9 minutes to feature all the products. The Coca Cola”, “Miracle Whip”, “Polaroid”, “Virgin Mobile”, “Hewlett Packard”, and “Plenty Of Fish” were all shown in “Telephone”, and this video is often used to demonstrate how to incorporate product placement in music videos in an ostentatious and vulgar manner.

There is a widely held opinion that the best method of using product placement is to incorporate the product into the plot of the video. This was certainly not the case with “Telephone”, as the numerous products were forced into shots, which gave the video feeling that it was more about advertising than the music. Despite the moral emotions and negative comments, this video revealed the simple truth that the audience did not seem to mind. In fact, the video has been viewed 108 million times on YouTube, but there is a counterargument that when videos become too laden with the obvious product placement, the audiences do not wish to view the videos again, which leads to a reduced number of views.

Beyoncé in the “Telephone” music video

The “Telephone” supports the idea that certain artists are still trying to force brands into shots. Another good example of this is Demi Lovato’s “Sorry not Sorry” music video released in 2017 which promotes “Jaguar” cars, “JBL” headphones and speakers, and ends with a big promotion of the “Lyft” application. There is no denying that music videos have been successful in raising funds that have replaced lost revenue with a decline in record sales. The task for balancing the raising of money, whilst keeping the impression that the video is predominately about the music, as opposed to being seen as one large advertising campaign, has proven challenging.

The artists who have attracted the negative publicity by exploiting product placement have not been put off and have continued using the same tactics. They and the brands will change their course only then when there is a drop in the viewing figures of the videos, which does not seem to happen soon.

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