MAM
Music labels, channels mull product placements in videos
MUMBAI: In the US, product placements in music videos seem to be the name of the game. Major music labels, grappling with piracy and recession, have been defying music channels, teaming up with advertisers willing to help finance costly videos in exchange for product visibility. Current trends indicate that music channels are relenting and using this to expand their revenue streams.
A recent example is a rap artist racing General Motor’s new automobile Hummer H2 in a music video. The vehicle Hummers seem to get as much screen time as rap artiste Jade. The cost of the product placement is estimated to be around $300,000 — more than half the expense of the video produced by Interscope Records. By doing this, the music label directly defied MTV which had banned product placements.
MTV used to blank out brand names or force labels to blur out images in order to ensure that its discerning audiences don’t rebel. But, some videos, invariably, seem to escape the alert and watchful eyes of the programming team. MTV has unknowingly aired ad-supported videos from acts such as rhythm and blues singer Tweet and dance music trio Dirty Vegas without repercussions. In 2002, the channel ordered that shots of Pepsi Blue be edited out of a video by the group Sev after Interscope notified MTV of a product placement deal, channel officials said.
MTV’s gatekeepers are now considering allowing some marketing messages in videos — but only if they decide that a product placement is discreet and fits with a clip’s theme or story line.
MTV’s executive vice president of music and talent Tom Calderone advocated the view that the channel is trying to be sensitive to music labels without risking audience trust. However, he put the onus of disclosures and trust on the record companies.
Some in the industry believe it’s just a matter of time before the music video turns into a powerful sales tool not only for musicians but for almost anything they might drive, play, wear, eat, or blow up in a clip.
Advertisers say paying for cameo roles in videos of rising music stars can be a relatively cheap way to tap the youth market.
Brands
Hyundai Venue crosses 1 lakh bookings, adds HX8 Diesel AT variant
New top-spec automatic diesel trim brings ventilated seats, OTA updates and paddle shifters.
MUMBAI: Hyundai Venue just hit the jackpot and upgraded the prize because when you cross 1 lakh bookings, you don’t just celebrate, you throw in paddle shifters and ventilated seats for the ride. Hyundai Motor India Limited (HMIL) announced that the all-new Hyundai Venue has achieved 1 lakh bookings, cementing its strong position in the compact SUV segment. To mark the milestone and further enhance customer choice, the company introduced the new HX8 Diesel Automatic (AT) variant.
The HX8 Diesel AT is powered by the proven U2 1.5L CRDi diesel engine paired with a 6-speed automatic transmission. It adds a host of premium comfort, safety and convenience features, including:
- Ventilated front seats
- Dual-tone leatherette seats with VENUE branding
- Electric 4-way driver seat adjust
- Controller Over-the-Air (OTA) updates
- Hyundai Bluelink connected car technology
- Electric parking brake with auto hold
- Rear disc brakes
- Ambient lighting on crash pad and central console
- Drive mode select (Eco, Normal, Sport)
- Traction control modes (Sand, Mud, Snow)
- Paddle shifters
HMIL, managing director & CEO Tarun Garg said, “We are delighted that the new Hyundai Venue has crossed 1 lakh bookings, reaffirming the strong trust Indian customers place in our brand. The introduction of the new HX8 Diesel Automatic variant further strengthens the Venue lineup, offering customers the perfect blend of diesel efficiency, torque-rich performance and effortless convenience.”
Backed by Hyundai’s extensive sales and service network, the Venue continues to appeal to buyers seeking a feature-rich, comfortable and future-ready compact SUV. The new variant reinforces HMIL’s focus on delivering advanced technology, safety, comfort and value while adapting to evolving customer preferences.
In a segment where bookings are the real horsepower, Hyundai isn’t just counting milestones, it’s handing drivers an automatic upgrade that makes every journey feel like the victory lap.
