Remember the days when Napster was supposedly ruining the music industry? Music artists and record labels have been complaining about lost profits ever since.
The digital era of music has forced many musicians into a tight corner. Over the past decade global CD sales figures have plummeted from $37 billion in 2000 to $18 billion in 2008.
Despite the drastic decline in overall sales, the recording industry is still managing to pull in money. Out of these alternative methods, it’s common knowledge that music artists have been involved in numerous product promotion deals. However, a far less-known opportunity for artists to make money is beginning to surface. Enter lyrical product placement.
Did you know most brand references in today’s music are paid for by the brands? Don’t believe me? Check out the opening video on the Kluger Agency’s website. The Kluger Agency acts as a liaison between music artists and corporate brands. Kluger’s clients include: Ludacris, Pink, Kid Rock, Kanye West, Mariah Carey, LFO, Weezer, Nelly, Black Eyed Peas and Puff Daddy.
One of the most blatant examples to date is Chris Brown’s song titled “Forever”. From the gum-popping in the intro of his music video to the “double your pleasure, double your fun” line interlaced into the chorus, it’s obvious that Chris Brown likes his gum. How much did Wrigley have to do with Brown’s new found love? Everything.
In an attempt to modernize their brands, Wrigley launched a full fledged media campaign involving well-known pop stars. Chris Brown’s song was created as a “pop song commercial” of sorts. According to the Wall Street Journal:
“First, Mr. Brown updated the jingle and recorded it with hip-hop producer Polow Da Don. Then, during the same Los Angeles recording sessions in February, paid for by Wrigley, Mr. Brown added new lyrics and made a 4½-minute rendition of the tune, titled “Forever.”
The trend of product placement in musical lyrics continues to increase each year. Adam Kluger of the Kluger Agency suspects that there will be a day when all songs will be paid for by corporate brands.
Somebody shoot me if that ever happens, please.
