Some of your favourite music videos are about to get a product placement makeover, thanks to a deal inked by Universal Music Group, advertising agency Havas and tech company Mirriad to integrate new ads into both new and existing music videos.
According to Billboard, the Mirriad technology scans existing videos for appropriate surfaces in existing videos, such as brick walls and empty billboards, to blend in “retroactive” product placement in the form of images, video and actual products.
Reportedly liquor company Grand Marnier has already purchased space in videos for Far East Movement’s “Rocketeer”, Avicii’s “Lay Me Down” and “You Make Me”, and two Darius Rucker videos.
The deal follows Mirriad’s premiere of the technology which kicked off with retroactive ad placements inside Aloe Blacc’s video for “The Man”. Mirriad has reportedly also launched in the UK and India markets, inserting its ads into syndicated television dramas like “CSI” and “Bones.”
“Through innovative technologies such as Mirriad’s, and leading global agencies such as Havas, we can offer our artists additional opportunities to generate revenue from their music videos,” said Lucian Grainge, chairman and CEO of Universal Music Group.
“And with Mirriad’s highly customisable platform, we have the ability to insure that artists’ and brands’ interests are aligned while we remain focused on presenting fans with the most compelling music experience possible.” Universal say they have the ability to remove the ads, once the contract has expired.
While corporate sponsorship deals and product placement for music videos is not a new concept, deals are usually agreed to at the artist management and individual brand level. This move marks the first label-wide deal reached with an international advertising agency.
Mirriad says they are also developing technology, hoping to be launched by the end of the year, that will modify the product placement, depending on the viewers’ location and demographic.
