Happy Holidays From Lil Nas X!
In today's world, we are living a digital life more than ever. Websites and social media platforms are filled with ads from companies desperately trying to drive awareness for its brand and products. Let's be honest though, how many consumers are actually paying attention to the ads that get in the way of their social media browsing?
A more creative and alternative way to capture attention is through the power of music videos. Product placement in music videos has a strong influence to consumers through pop culture and artist recognition. In this blog, Hollywood Branded analyzes the product placement featured in Lil Nas X's music video for his new song "Holiday."
Music Video Product Placement
Brands have been leveraging the power of music videos for a number of years to increase their brand awareness. This is a great way for companies to get exposure to their products while utilizing the artist’s large following. Companies like Nike, Calvin Klein, and Fashion Nova have all used music videos featuring artists such as Drake and DJ Khaled to market their products and brand image.
With the effects of Covid, this is a perfect time for brands to take advantage of music videos as consumers are spending more time online. Brands such as Sony and Jeep took notice of this trend as they can be seen throughout Lil Nas X’s newest music video, Holiday.
Who is Lil Nas X?
Before getting into the product placement that can be seen in the music video, Holiday, let’s quickly take a look at who Lil Nas X is and why brands would want to be featured in his videos.
If you are not familiar with Lil Nas X, I can almost guarantee you know the song, Old Town Road. His hit single was streamed over a billion times on Spotify, and he soon after won a Grammy for Best Music Video of the Year. On top of all of this, Lil Nas X is a social media star with 5.4 million followers on Twitter and 6.7 million followers on TikTok. As a likable and talented artist, any brand would want to secure a music video placement.
In addition, Lil Nas X partnered with Roblox, a global platform where millions of people gather together every day to imagine, create, and share experiences, where he performed a virtual concert that was attended by over 33 million users. A groundbreaking artist that is constantly engaging with new audiences and has a tendency to go viral would most certainly have brands racing for a music video feature.
Product Placement in Holiday
Sony, Playstation 5
Jeep, Gladiator Rubicon Red Pickup
Dodge Challenger SRT Red
Taking a Closer Look
Let's take a closer look at the brands and why they might of wanted to secure a spot in Lil Nas X music video, Holiday.
With Lil Nas X being signed to Columbia Records, a division of Sony Music Entertainment, it is no surprise to see the new Playstation 5 featured in the music video more than once. The Playstation 5 was released to the public on November 12th and conveniently on the same day, Lil Nas X released his music video for Holiday. This is a perfect marketing tactic for Sony as Lil Nas X and the Playstation 5 have similar target audiences. You can see the gaming system in production and placed in Santa’s toy bag which resonates perfectly with what kids are asking for Christmas this year (parents take notes!). Even if this was not strategically planned by the Sony team, Lil Nas X music video was the perfect way to increase the awareness of Sony’s Playstation 5.
Additionally, Jeep’s Gladiator Rubicon is featured multiple times throughout the music video. You can see Lil Nas X driving the vehicle out of a wrapped Christmas present or when he is dancing on top of the car. A billboard placement can also be seen to reestablish the Jeep brand. With Jeep vehicles being very popular among young drivers, this music video targets its audience perfectly with Lil Nas X being a favorite among young teens.The Dodge Challenger is not featured as much as the Playstation 5 or Jeep’s Gladiator Rubicon but the challenger is transformed into a modern Santa sleigh which fits perfectly with the holiday theme of the music video. The holidays are a very popular time for gift giving and cars are one of the most prominent gifts that one could receive. A person may see that bright red challenger and think to themselves, “this is a perfect gift for my loved one”.
Why Music Videos?
Music video placements have always been around but why take advantage of them right now? With the effects of Covid-19, our lives are surrounded by screens more than ever. With almost everyone living their life digitally, this is a perfect time to capture their attention through TV, movies, or in this case, music videos.
In addition, Youtube is the second largest social media platform behind Facebook. Advertising through Facebook is usually an effective strategy but when consumers see your brand in their favorite artist’s music video, they are not going to just swipe by it. Brands featured in music videos not only get the influence of the celebrity artist but also the presence of Youtube’s worldwide audience.
Want to learn more about music marketing? Look no further than our blog! We've written a ton of pieces about product placement within music videos. Check some of them out below!
- Case Study: Product Placement In 5 Music Videos [Infographic]
- Fashion Brands And Product Placement in Music Videos
- How to Leverage Music Videos for Branded Content Partnerships
- Brand Partnerships Increase Product Placement In Music Videos, Lyrics
- HB Roundup: Music Marketing
Want to learn even more about the different types of music marketing? Be sure to take a look at our video explaining the best music to use to market your brand to each and every generation!