Jennifer Lopez's recent video release I'm Into You features new beverage brand Koma Unwind in the first few seconds of the video. Release on May 2nd, the video has already garner upwards of 12.8 million views online as May 19th. Rumor has it that Britney Spears got paid a half a million dollars for placements in her music video Hold It Against Me, including Sony Electronics, Forever make up, Radiance perfume and dating web-site Plenty of Fish. Lady Gaga’s latest video Judas features a variety of brands including Schott Perfect, Thierry Mugler, Alexander McQueen, Harley Davidson motorcycles and a Desert Eagle handgun. So why have brands become so interested in music video integration?
The answer is simple: Top music talent + millions of consumer impressions = invaluable implied celebrity endorsement and incremental product sales. Are you with me?! Music videos have some clear advantages over TV and film properties when it comes to brand integration, one of them being how quickly your product is exposed to millions of consumers. Lopez's I'm Into You has garnered almost 13 million views online in a little over 2 weeks, and her last video is at 158+ million views and counting. For an up and coming brand that doesn't have deep pockets, being able to reach that many consumers without spending millions of dollars is unprecedented. What about cost? Music video integration CPM is still significantly less than traditional advertising mediums such as television commercials, radio and print advertisements.
The bottom line is that music video integration with top tier artists is a great way to advertise and promote your brand without creating an actual commercial and making expensive media buys. From integration to release in less than two months, brands are reaping the rewards of music video integration via YouTube and Internet distribution.
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