Artists who use product placement sparingly

December 5, 2017By

Certain groups and artists have incorporated product placement into their video with a certain amount of subtlety and sensitivity. These artists have realised that product placement has helped raise a capital for producing their videos. They have also tried to do this by incorporating the product into the plot of the video.

Case studies

Katy Perry tweeting her feelings about those who use product placement in ostentatious manner

Katy Perry does use product placement in her videos, but she does it in such a way that it is both low-key and circumspect.  The videos, such as “Last Friday Night (T.G.I.F.)”, “Just Dance”, are delivered as narratives, which makes them more favourable and forgiving. Perry has even publicly criticised those musicians who use a lot of product placement. She tweeted the Marina and the Diamonds band that if they were to use product placement, they should “do it w/style & grace…..Not so in ur face like some. U hv to get creative w/ it. Some artists don’t care tho, & you can tell.”

She later tweeted that this was just an overall opinion and not aimed at Britney Spears who had just reportedly picked up 300,000 dollars for using the website “Plenty Of Fish” in the “Hold It Against Me” video. The method of putting one’s content to the audience is relevant to a work of “OK Go”, whose videos have become more famous than their music. In their “The One Moment” music video, the band teamed up with the “Morton Salt” to produce a video with exploding paint-filled balloons.

Even established artists, as Kylie Minogue, are taking advantage of product placement

The sponsorship of the “Morton Salt” was not evident until the end of the video, and the unobtrusive nature, in which the product placement took place, made the audience more understand the reasons why “OK Go” needed to fund their music videos.Kylie Minogue is another good example of a performer who does use product placement, but likes to do it in an understated manner. In the “All the Lovers” video, a BMW was used as product placement, but it was just parked on the side of the road and was not included in the story.

“Citroen” is another car manufacturer which has entered music videos through product placement. In Pixie Lott’s “Broken Arrow”, a Citroen is featured with the same intention as the BMW was shown in Kylie Minogue’s video.Although the advertised model was the shiny red DS3 from the Citroen’s DS range, the car was only shown in a couple of quick shots. This music video was released in the UK, and this reflected the changing regulations of the “Ofcom” towards product placement in the mentioned country.

Many artists, who have used product placement sparingly, are those who have grudgingly accepted the fact that without sponsorship from the brands they would not be able to produce enough-high quality music videos to sell their music. Some bands, such as Coldplay, have had to backtrack from previous moral high stances that without the brands financial backing they simply would not be able to compete in this fiercely competitive market.

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