Slizzard: drunk, tipsy, smashed (holla!)
Product placement is such an inspired or pervasive marketing tool. Regardless of ones view it has permeated society to the point of inebriation. As outlined by Hudson and Hudson (2006) product placement has evolved into a complex and sophisticated tactic of integrated marketing:
Branded products are no longer just ‘placed’; they are woven into entertainment content making a stronger emotional connection with the consumer.
With increased restrictions placed on corporations (eg: tobacco and alcohol) they need to find dynamic, inventive and clandestine ways to market their products. This has evolved into a pernicious form of product placement. Corporations influence recreational behaviour through popular music videos that laud drinking to the youth market.
From binge drinking teenagers and young adults. To tweens watching music videos initiating them, early on, into the collective cool of “gettin’ slizzard”.
Over the course of my blog I want to discuss various manifestations of product placement, and while I swig on a beer I thought this was the perfect place to start!
Poppin bottles in the ice, like a blizzard
When we drink, we do it right, gettin’ slizzard
Sippin’ sizzurp in my ride (in my ride) like Three 6
Now I’m feelin’ so fly like a G6
Check out the video almost 63 million views!
Now Far East Movement is signed to Interscope records who is owned by Universal Music, who is owned by Vivendi SA, who also happens to own Seagram Company Ltd (the largest distiller of alcohol beverages in the world) that has now become Pernod-Richard. The name change has allowed for a distancing of the Seagram/Universal brand from the music industry that it influences. If you ‘like’ you can follow the trail through the following sites:
Music publishing rights and catalogs include music catalogs, artists’ contracts and publishing rights acquired in December 2000, as part of the acquisition of The Seagram Company Ltd.
Match this collective power to the signed stable of artists that include Lady Gaga the blanket influence is astounding. I do now wonder how much of her first single “Just dance” was artistic vision or corporate placement. Why show a label when you can influence and market a culture (Parker-Pope, Feb 2008).
I’ve had a little bit too much, much
All of the people start to rush, start to rush by
How does he twist the dance? Can’t find a drink, oh man….
Control your poison babe, roses have thorns they say
And we’re all getting hosed tonight, oh oh oh-oh
Hudson, S. & Hudson D. (2006, June). Branded Entertainment: A New Advertising Technique or Product Placement in Disguise? Journal of Marketing Management, Volume 22, Numbers 5-6, pp. 489-504(16). Routledge.
Parker-Pope, T. (2008, Feb). Under the Influence of…Music? The New York Times online.
Retrieved from NY Times