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Business News Deals Digital Labels & Publishers
Universal in business with clever in-vid product placement technology
By Chris Cooke | Published on Monday 29 September 2014
Universal Music is expected to announce a deal with MirriAd, the previously reported company that enables advertising images and product placements to be added into music videos post-release, meaning that advertising material can be updated and varied according to region or target audience.
The company behind this clever promotional technology was last seen announcing a partnership with Vevo, the music video platform in which Universal is a key shareholder. Presumably Vevo needs the labels to endorse the promotional tool in order to feed in videos capable of carrying the updated in-vid promos. The first video to utilise the technology under the Universal deal is for an Avicii track, which will now promote liqueur brand Grand Marnier while concurrently entertaining EDM lovers everywhere.
So that’s all exciting isn’t it? And those of you worrying about the band-brand love in reaching new heights, with promotional messages ever more prevalent in your favourite pop stars’ creative output, don’t worry, Universal boss Lucian Grainge told the FT that the mega-major would “ensure that artists’ and brands’ interests are aligned”. Phew.