First published on www.nielsen.com
If you’ve caught yourself replicating PSY’s dance moves or have ever done the “Harlem Shake,” then you’re direct proof of how music videos can capture people’s attention. Some of the most popular videos of the past few years have been music videos, including those for the hit songs “Blurred Lines,” “Wrecking Ball” and “Harlem Shake.” And that’s good news for artists who benefit from increased exposure and additional forms of revenue.
To capitalize on this success, many brands today are jumping on the music video bandwagon and incorporating products into big-name artists’ videos. If executed well, a brand’s integration can improve consumers’ perception and attitudes towards the brand. And it’s not just awareness that increases with exposure. These subtle (or sometimes not so subtle) integrations of brands and music can also boost brand perception and purchase intent for even greater impact.