Published on March 17th, 20100
Blog: Brands go gaga for Gaga
And so it came to pass. The latest video – or short film – promoting saviour of the music industry’s new single ‘Telephone’ is a case study in brand and music partnership. There are 10 brands featured in the nine minute clip that further showcases Gaga’s modus operandi – to shock, provoke and challenges conventional and conservative opinion.
There’s nothing new about her approach to the medium. The ‘Telephone’ promo’s airing is reminiscent of past Madonna, Michael Jackson & The Prodigy clips that became global music events in their own right. What does mark a watershed moment for brand and artist partnerships is the ease and relevance in which enfant terrible Jonas Ackerlund weaves the brands into the storyline. Rather than a product being clumsily shoehorned into the clip, the video shamelessly boasts the commercial nature of the number and scale of the multiple brand partnerships. And it works. Some are the product of existing deals such as Polaroid and Virgin Mobile, whilst other appear to be the result of bespoke deals for the promo. As the clip was always optimised for online viewing, there are no broadcast/ brand regulations to worry about. And the fact that the video has been viewed nearly 20 million times in just one week demonstrates the success of the strategy for all concerned – not least the Lady Gaga brand.
This brand fest, whilst more overstated than many current and forthcoming agreements, is indicative of the fact that the majority of artists have largely got over the ‘selling out’ notion that had previously been associated with brand associations. More and more artists are looking for alternative routes to market and are using a combination of new methods including brand support to help them gain more independent status. Many artists are looking to brands to throw them a financial lifeline as the reality of the new music industry hits home.
We’ll be keeping our eyes peeled for more great examples of branded entertainment and sharing them here…