The new Britney Spears video for ‘Hold It Against Me’ got me thinking about product placement and monetization possibilities for the music industry.
The video has overt references to Britney’s fragrance Radiance, Makeup Forever, Sony, and the online dating site PlentyOfFish. I have no idea* how much it costs to get into a video that will most likely garner tens of millions of views over time, but I can imagine it is not insignificant. Britney Spears isn’t the only one to include product placement in videos either—Lady Gaga didn’t shy away from video advertising in Telephone and even some rock musicians are starting to go with the trend to make up for lackluster CD sales.
Clearly it’s becoming a staple of the music industry just as it has been in television for a long time. I always enjoy a good product placement bit on 30 Rock.