Label to allow retroactive product placement in music videos

New technology allows advertisers to insert their products into old music videos

Product placement in music videos is set to change after Universal Music Group signed a deal to allow advertisers to digitally insert their products into previously released music videos.

A deal with MirriAd has been signed by the label, who have Justin Bieber, Rihanna and The Rolling Stones on their roster. The technology allows advertisers to insert products into music videos or swap one product for another.

The Independent reports that Universal will start by placing liquer brand Grand Marnier into a video by Avicii. The placement will then be stripped out after a pre-arranged period of time and replaced with another brand.

“Being inside content is more valuable than being outside content,” Mark Popkiewicz, Mirriad’s chief executive said in an interview with The Financial Times.

Universal’s chief executive Lucian Grainge issued an assurance that the deal “ensure that artists’ and brands’ interests are aligned,” with the idea being that MirriAd’s technology removes the need for lengthy negotiations between labels and advertisers prior to music videos being filmed.