Music and its multitude of meanings: Exploring what makes brand placements in music videos authentic
- 267 Downloads
Despite the ubiquity of music in consumers’ lives and its potential to sell nonmusical products, qualitative research examining brand placements in music is rather limited. Especially absent is research on consumers’ perceptions of brand placements in music videos. This study serves to address our understanding of brand placements in music and music videos by examining how consumers interpret music and brand placement in music videos. Using a naturalistic methodology and representative informant comments, we explain how music videos can help build loyalty, introduce brands, and reinforce or modify consumers’ knowledge about brands. In addition, we introduce the concept of “authenticity of brand reference” and explain how consumers assess the credibility of a brand placements in music videos. We conclude by discussing the findings and identifying related managerial implications.
Keywordsbrand placement entertainment hip-hop music qualitative research authenticity of brand reference product placement music videos
This paper is based on the first author’s dissertation completed at Georgia State University. This research was supported by a grant from Georgia State University.
- Allan, D. (2010) They’re playing my brand. International Journal of Integrated Marketing Communications, 2(1): 40–46.Google Scholar
- Arnould, E.J. and Price, L.L. (2000) Authenticating acts and authoritative performances. In: S. Ratneshwar, D.G. Mick, and C. Huffman (eds.) The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires. London: Routledge, pp. 140–163.Google Scholar
- Cooper, R. (2014) Consumer insights: The music experience in 2014. Consumer Insights, VH1, Blog.viacom/2014/08/consumer-insights-the-music-experience-in-2014.Google Scholar
- Derbaix, M. and Decrop, A. (2007) Authenticity in the performing arts: A foolish quest? In: G. Fitzsimons and V. Morwitz (eds.) Advances in Consumer Research, Vol. 34. Duluth, MN: Association for Consumer Research, pp. 75–80.Google Scholar
- Dutton, D. (2003) Authenticity in art. In: J. Levinson (ed.) The Oxford Handbook Of Aesthetics. New York: Oxford University Press.Google Scholar
- Englis, B.G. (1991) Music television and its influences on consumers, consumer culture, and the transmission of consumption messages. In: R.H. Holman and M.R. Solomon (eds.) Advances in Consumer Research. Provo, UT: Association for Consumer Research, pp. 111–114.Google Scholar
- Federal Trade Commission. (2013) Dotcom disclosures: How to make effective disclosures in digital advertising. Retrieved September 1, 2013 from http://www.ftc.gov/os/2013/03/130312dotcomdisclosures.pdf
- Frith, S. (1987) Towards an aesthetic of popular music. In: R. Leppert and S. McClary (eds.) Music and Society. New York: Cambridge University Press, pp. 133–49Google Scholar
- Hargreaves, D.J., Miell, D. and MacDonald, R.A.R. (2002) What are musical identities, and why are they important? In: R.A.R. MacDonald, D.J. Hargreaves, and D. Miell (eds.) Musical Identities. New York: Oxford University Press, pp. 1–20.Google Scholar
- Kiley, D. (2005) Hip hop gets down with the deals. Business Week Online, (May 15). www.businessweek.com/bwdaily/dnflash/may2005/nf20050516_5797_db016.htm.
- Lehu, J.-M. (2007) Branded Entertainment: Product Placement and Brand Strategy in the Entertainment Business. Philadelphia: Kogan Page.Google Scholar
- Lull, J. (1987) Listeners’ communicative uses of popular music. In: Lull, J. (ed.) Popular Music and Communication. Newbury Park, CA: Sage Publications, pp 140–174.Google Scholar
- Moore, A. (2002) Authenticity as authentication. Popular Music 21(2): 209–223.Google Scholar
- Newman, J. (November 4, 2014) Old videos, new ads: Advertising’s shocking next frontier. Rolling Stone. Retrieved on August 26, 2016 from http://www.rollingstone.com/music/features/old-videos-new-ads-advertisings-shocking-next-frontier-20141104
- Plambeck, J. (July 5, 2010) Product placement grows in music videos. The New York Times. Retrieved August 25, 2016 from http://www.nytimes.com/2010/07/06/business/media/06adco.html.
- PQ Media (2015) PQ Media update: US product placement revenues up 13% in 1H15; pacing for 6th straight year of accelerated growth as value of TV, digital & music integrations surge. Retrieved August 25, 2016 from http://www.pqmedia.com/about-press-20150615.html
- Primack, B.A., McClure, A.C., Li, Z. and Sargent, J.D. (2014) Receptivity to and recall of alcohol brand appearances in U.S. popular music and alcohol-related behaviors. Alcoholism: Clinical and Experimental Research 38(4):1737–1744.Google Scholar
- Recording Industry Association of America (2008) 2008 Consumer Profile. Washington, DC: Recording Industry Association of American. Retrieved on August 25, 2016 from http://www.riaa.com/keystatistics.php?content_selector=MusicConsumerProfile.
- Recording Industry Association of America (2016) United States sales data for 2015. Retrieved on August 25, 2016 from at http://www.riaa.com/u-s-sales-database/
- Sauer, A. (July 9, 2015) 5 questions: The state of product placement in movies and TV. Brandchannel. Retrieved on August 25, 2016 from http://www.brandchannel.com/2015/07/09/product-placement-qa-070915/
- Schmidt, H. C. (2011) From Busta rhymes’ courvoisier to Lady Gaga’s diet coke: Product placement, music videos, and the third-person effect. Florida Communication Journal 39(2): 1–10.Google Scholar
- Watkins, S.C. (2005) Hip Hop Matters: Politics, Pop Culture, and the Struggle for the Soul of a Movement. Boston: Beacon Press.Google Scholar