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Paid Product Placement For The Music Industry?

COMMENTARY: A Federal Communications Commissioner has called for an investigation into the growing practice of product placement and paid product pitches in TV and film.  They’re not illegal if they are disclosed according to Democratic commissioner Jonathan Adelstein, but too often any disclosure is well hidden or totally absent.

Product placement has become an increasingly effective tool in an era of commercial skipping and TiVo.  And music on TV – whether an appearance on Letterman, a song played on the O.C., or as part of a car commerical – has often proved to be a very effective promotional tool.

So why haven’t record labels sought paid product placement of songs or even live performances on TV and film?  Obviously Letterman wouldn’t put a band on stage for a few dollars, but why can’t Antigone Rising be playing in the background when Jenifer Gardner kicks some evil doer’s ass?  Why shouldn’t a Spring stein song be given royalty free to the ALF-CI in exchange for promo in exchange for us in a TV campaign.  Wouldn’t everyone win?  Ask Sting and Michael McDonald what TV commercials have meant to their careers.

It can’t possibly be that labels are morally opposed to pay for play. After all they’ve been doing that in wide variety ways since God created independent promotion.  It’s probably because music marketers – particularly in these downsized times – are among the most uncreative and conservative thinking marketers we’ve ever seen. 

Product placement is no panacea. But in an era of tight radio playlists and a highly competitive entertainment marketplace, it should be an important arrow in any music marketer’s quiver.

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