Britney Spears’ new video was chock full of paid product placements, reportedly netting her $500,000. But clip for her song, “Hold it Against Me,” has touched off an Internet debate over its propriety.
At a time when the economy and downloading music legally and illegally has cut sharply into music revenues, many artists, Spears included, are trying to extend their brand to products such as perfumes and clothing.
Spears not only touted her own perfume line, but also products for Sony and a dating Web site. In addition, the products were awkwardly placed and detracted from the video.
Then, gossip Web site TMZ revealed that Spears made as much as $500,000 from deals with advertisers.
Now, Katy Perry is defending the practice, after a confusing tweet seemed to suggest she was criticizing it.
“You have to get creative with it. Some artists don’t care though, and you can tell,” she wrote.
Perry advises that it should be done with “style and grace.”
The “I Kissed A Girl” hitmaker said she’s “happy” to take on corporate sponsors.
“Please note I expressed an overall feeling about product placement, their roles in vids & the art of them being complimenting or sticking out.
“Most, if not ALL popsters welcome deals w/products to offset costs of big budget vids in these recessional music industry times.”
“I’ve used them in MY vids before & am happy to be able to make a better vid because of (product placement).
Once AGAIN, stop pitting artists against artist for ur (your) sensational satisfaction.”
Such crass commercialism, however, is becoming the rule rather than the exception in the music industry.
What’s worse, the placements are not announced in advance and, outside of Spears’ clumsy effort, are displayed in such a way that they amount to subliminal messaging.
It amounts to a sell out and fan exploitation. But let us know your thoughts in the comments below.