Brands and Music
In today’s world, where media is exploding, product placement in music videos continues to be a common method of advertising for brands. Unlike advertising that we are used to, product placement in music videos has more of a subliminal influence to consumers through popular culture. And of course, for well-known artists there is the price tag which can definitely be expensive.
We all know that if we see a celebrity that we are a fan of, associated with a particular brand, we have a higher chance of purchasing that same item to try and be more like them. In music videos, it is the same thing. In this blog, Hollywood Branded explores several successful fashion brand partnerships with artists in music videos.
The Two Options
When contemplating music integrations, there are a few different routes. There is the option of either a music video integration or a lyric integration. The first is visual product placement in the music video. Of course, depending on how many times the product appears throughout a music video will determine the cost. Also, it is important to determine how organic the brand is to the storyline as it will help with more onscreen exposure.
The second option is lyric integration which involves incorporating the brand’s name into the lyrics of the song. Dealing directly with the artist and their team helps when negotiating the contract but lyric integration can be extremely expensive, depending on the artist.
As an example, FashionNova has done a great job with both product placement as well as lyric integrations in music videos. Below are two different partnerships FashionNova has done. The first is a lyric integration in "She Bad" by Cardi B and YG.
The second is product placement showing a FashionNova Store in “No Brainer” by DJ Khaled ft. Justin Bieber, Chance the Rapper, and Quavo.
Determining The Right Fit
Determining your target audience is the first step before taking a stab at picking the right artist. There are a multitude of demographics and characteristics that you should consider. For example, age, gender, and interests are key traits that will help you narrow your potential artist list.
It is extremely helpful to look through different databases to make sure you have all the resources in order to dive deeper into an artist’s audience. Looking into demographics, income, family status, likes, interests, location, occupation, brand affinities will help understanding the target. Most artists in the same music genre will reach a similar audience.
In order to further the search for the perfect partnership, you also need to look at the total reach of the artist. This is gathered from an artist’s social media following. You add up all the artist’s followers on Instagram, Facebook, Twitter, and their YouTube channel and that is their total reach and social influence.
Music videos are a perfect place for brands who want faster opportunities with a quick turnaround time. It is also a great opportunity to become embedded in content that directly impacts a Gen Z and younger fan base. Being aligned with a music artist creates an emotional connection to your brand's fan base.
Clothing Brands In Music Videos
Tuff Crowd Red Jacket Worn by Chris Brown in "Go Crazy"
Supreme Yellow Faux Fur Varsity Jacket Worn by Young Thug in "Go Crazy"
Just Don Pants Worn by Usher in “Don’t Waste My Time”
Miu Miu Bambi Motif Pink Jumper Worn by Dua Lipa in "Break My Heart"
Off-White Shorts Worn by Roddy Ricch in “The Box”
Chanel Skirt Suit, Boots, Jewelry and Mug in "Mother’s Daughter" by Miley Cyrus
Shoe Brands In Music Videos
Dolce & Gabbana Women’s Sneakers in "Hot Shower" by Chance the Rapper ft. MadeinTYO & DaBaby
Chanel Sneakers Worn by Myke Towers in "DOLLAR" ft. Becky G
Nike High-Top Sneakers in “My Future” by Billie Eilish
Sunglasses in Music Videos
Tom Ford White Frame Sunglasses of Lil Pump in “Be Like Me” feat. Lil Wayne
Oakley Sunglasses Worn by Doja Cat in "Rules"
Versace Red Eyewear Worn by Ella Mai in “Don’t Waste My Time” by Usher
Rokit Blue Sunglasses Worn by J Balvin in "RITMO" by The Black Eyed Peas
Nroda I’ll Be Rich Forever Bee Sunglasses Worn by Snoop Dogg in “Don’t Waste My Time” by Usher ft. Ella Mai
Hats/Visors/Headbands in Music Videos
Prada Bucket Hat Worn by Young Dolph in "Tric Or Treat"
Moncler White Headband Worn by Drake in “War”
Charlotte Hornets cap in "BEEZ IN THE TRAP" by Nicki Minaj
Fendi Visor Cap Worn by Blueface in "Holy Moly"
Benefits For Brands
The benefits of music videos for brand partners are due to an increase in digital platforms like YouTube, where some of the most popular music videos have over a billion views.
These platforms give artists the ability to spread their music videos directly to consumers without having to rely on a TV network. Marketers can express exactly what they are hoping to get out of a partnership and the artists' teams can help bring that integration to fruition.
The Music Video Experience
The value of this type of partnership is clear. Marketers gain exposure for their brands or products through the music videos, which are seen by millions of viewers, around the world, and also through the possible promotion of the brand by the artist on his or her social media. The benefit for the artist is, simply put, money.
Product placement with music is a solid marketing tactic. Brands can build upon their lyric or music video, and expand to having an artist social influencer layover program, in-store retail, music download partnerships, or even a larger celebrity endorsement capitalizing on the brand's relationship with the artist.
We've written some other blog posts on product placement in music videos, which you can check out below, as well!
- Brand Partnerships Increase Product Placement In Music Videos Lyrics
- How To Leverage Music Videos For Branded Content Partnerships
- The Benefits And How To Get Your Brand In A Music Video
- 12 Examples Of How Brands Gain New Consumers From Music Partnerships
- 5 Music Video Brand Partnership Case Studies
