Product placement in music videos has become ubiquitous in the industry and now it's set to change after Universal Music Group signed a deal that allows advertisers to digitally insert their products into previously released videos then later swap them for new products once a campaign is complete, The Financial Times reports. The label, who represents artists such as Justin Bieber, Rihanna, and The Rolling Stones, signed the deal with MirriAd, who provides the technology.
The partnership will allow product placement to take place on a larger scale than previously possible with different brands being inserted into the same video to suit the target audience or region.
Universal will start by inserting liquor brand Grand Marnier into an Avicii video then will later take it out, opening the video up to other brands.
The move is meant to keep labels from having to hold lengthy meetings with brands about how their products will look in the videos before filming. It will also allow product placements to be targeted at specific audiences.
With viewers becoming accustomed to skipping or ignoring online ads, this new system will keep their eyes on the product during the video they have come to watch, instead of before the video.
"Being inside content is more valuable than being outside content," Mark Popkiewicz, Mirriad's chief executive told them.
From the label's side, Universal's chief executive Lucian Grainge said the new system will "ensure that artists' and brands' interests are aligned."
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