Brands can now be superimposed into music videos, because capitalism

Dina Rickman@dinarickman
Monday 29 September 2014 09:40
Showbiz

Advertisers will soon be able to superimpose brands into music videos after they have been filmed as the world enters a new and markedly depressing era of product placement.

Universal Music Group is set to announce a deal with Mirriad, a British start up which can insert brands into video footage after they are made, according to the Financial Times.

The first part of the deal will be to insert liqueur brand Grand Marnier into a video by dance producer Avicii, before opening up the video to other brands once the campaign is over.

Currently, products are placed within music videos when they are made - often crudely, as with Avril Lavigne's song Rock N Roll, which features a skit where the singer says "oh my new Sony phone is ringing" before the video starts.

“Being inside content is more valuable than being outside content,” Mark Popkiewicz, Mirriad’s chief executive, told the FT.

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