5 “Humps” Brands Encounter when Considering Music Video Integration
There are hundreds of music videos produced each year so there is no lack of opportunity for brands to get on board and integrate their products. If you miss one music video integration opportunity, there is likely to be another good fit right around the corner. That being said, to get you over the hump, these are 5 “humps” brands encounter on a regular basis when it comes to securing their perfect music video integration opportunity.
“Wait, the video shoots in 10 days?”- Yes, and this is typical. Sometimes you get even less notice! If music video integration is something your brand wants to activate, it is imperative to have branded items and product readily available to be used on set.
#2 Available Funds/Budget
When you get 10 days’ notice that there is a music video shoot and you want in, you don’t have a lot of time to examine your budget and create a slush fund. We recommend a minimum budget of $10k set aside in advance if music video opportunities are something you are entertaining for the future. (Keep in mind, if you’re targeting an A-List artist we may have to add a 0 and then some to that figure)
All music videos have treatments outlining the scenes and overall vibe/atmosphere for the shoot. The ideal integrations weave the product in seamlessly, without it feeling forced. You will not receive 10 continuous seconds of branded exposure (and you don’t want this because it would feel very awkward and your consumer will notice), but it is likely you’ll receive 5 seconds of branded exposure throughout the video including insert shots of the product and logo.
PRO: The usage and duration of branded exposure onscreen is outlined and those details will be included in the contract. You will receive the exposure desired, but expectations will be set accordingly.
NOTE: Specify if there are particular ways your product should or should NOT be used. An obvious example of this would be alcohol brands being consumed in a moving vehicle. You know your product better than anyone so sharing proper use is important and welcomed by production.
#4 Additional Branded Items
Your product may be a mobile device or beverage, but depending on the treatment there may be opportunities for your brands to score exposure without it being the physical product. We’ve had clients brand cars, t-shirts, billboards, even create fake magazine covers to stealthily work their way into the scene. Promotional items can also be repurposed for these opportunities. Get creative, but don’t forget about your deadline to have the final products to production!
Send extra branded items if you have the inventory and gift baskets for talent or key players never hurts!
#5 Onsite Representation
Some music videos are shot in New York, Los Angeles, etc., but some shoot in Ibiza or a desert that isn’t particularly conducive for your team to travel (especially on short notice – see a pattern here?). It may not always be possible for you to have agency or brand representation onsite during the shoot. Travel for any representation to attend will be at the brand’s expense.
This is NOT a reason to back out of the integration. You have a contract in place, the exposure and usage is outlined. Rest easy, the production team can take it from there and they’ll do a great job!
NOTE: We do recommend having an agency or brand representative onsite, but not because we don’t trust the production team. Sometimes during the shoot, creative changes or ideas are born. Having someone onsite can expedite the approval process for any creative adjustments or offer suggestions/solutions that improve the integration can be ‘key’. Working together with production, as well as establishing a relationship with the production team, is always a good thing!
I’m a vocal advocate of music video integration since music knows no boundaries and reaches various demographics, but the music videos also offer a trackable ROI and fun assets that can be repurposed for additional value. There is a little something for everyone based on your brand and ongoing campaigns.
STILETTO is a resource and will answer questions you have about music video integration and other celebrity/influencer-driven campaigns.