Product Placement In Similar Position
As Advertising Decades Ago
As products are finding their way into movies, television, music,
books and video games, it would seem like there's nowhere else to
go. But with digital technology continuing to skyrocket in both form
and function, there's a seemingly endless stream of new and
innovative ways to put products in front of potential consumers.
Whatever the future holds, there's no doubt you'll continue to see
many of your favorite stars holding, handling and using products of
all kinds on the big and small screens for years to come. The Kluger
Agency, an entertainment marketing and branding firm, believes
product placement in song through brand integration is one of the
most valuable ways to establish brand power.
�Product placement has existed within lyrics since the early 1900�s.
From Janis Joplin to Kanye West, it�s been going on forever, making
brands millions upon millions of dollars. We are just financially
taking care of the people that should be taken care of,� says Adam
Kluger CEO.� If an artist like Sheryl Crow has the same target
audience as XZY brand, we feel it�s nothing but a strong and
strategic way to pinpoint a market.
�Now, we don't want an artist to write a song specifically to
promote a brand, we just feel that if it�s a product that�s admired
by the artists and fits his/her image, we now have the capability of
leveling out the playing field and making things financially
beneficial for all parties involved. Brand-dropping is the term our
agency coined to describe discreetly advertising by product
mentioning in song, and we feel we can make this the way of the
future without jeopardizing any artists� creativity or typical
In today�s day in age, criticism is found all over the web
pertaining to such styles of marketing. Yet, it seems the only
people who aren�t criticizing these types of practices are the
brands that are financially benefiting. It�s hard to judge what will
become an inevitable part of future culture, however, when
television commercials first appeared the criticism was much fiercer
than today�s product placement debate.