Although their popularity may be declining now, music videos very recently played a huge part in the way young adults entertained themselves. Many products appear in popular songs, such as "Fergilicious" mentioning Seven Jeans and True Religion or R Kelly's lyrics of "sipping on coke and rum." The music videos of these songs also make sure to clearly show the product much like a product-placement spot in a TV show.
Although brand-dropping has been a relatively common practice in the past few years, marketers often haven't taken it further than that. It surprises me that no one has thought of any other way to include products or brands into music on a higher level, especially given what has been done with video games, webisodes, and the like. Here is a music video I found on YouTube that might show the future of music video advertising:
This music video and song are both completely based around one product. They don't just mention the product or flash it on the screen once; the entire purpose of the song and music video are to promote the product, which in this case is the new DC shoe. This artist-product partnership makes perfect sense and it allows two brands to work together in cross-promotion.
There are two sides to this story, however, as many consumers may see this technique as an outright advertising tool and therefore, boycott such brands that take part in it. In order to best target their markets with creative strategies such as these, advertisers need to make sure they don't push the envelope too far and overtake areas of people's lives that people don't want touched.
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