Here’s a look at a product placement company called Propaganda GEM that specializes in getting products into music videos. They’ve also developed a methodology for evaluating qualitative and quantitative aspects of product placement.
Advertisers work with a placement agency on an ongoing basis to arrange placements, and a product will often appear in more than one music video. For example, Bang & Olufsen’s television screens are integrated into a Moby and Gwen Stefani video “South Side,” Jennifer Lopez’s “Ain’t it Funny,” Pink’s “Family Portrait,” Usher’s “U Got It Bad” and Enrique Iglesias and Lionel Richie’s “To Love A Woman.”
There are often multiple products placed in a video. For example, Moby featured three Propaganda GEM clients in one.
“If a music video seems like it’s becoming an advertisement, we stop,” Doss says. “This is different than a commercial. The goal is to seamlessly marry a product that fits within the story being told or the lifestyle being communicated.”
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