All Hail The Queen - Taylor Swift

Did you watch MTV's VMAs? Or were you too busy prepping finger-foods for your Game of Thrones viewing party?

If you tuned into GoT, you had a much more eventful evening than loyal VMA viewers, but regardless we should pay homage to the 'Queen' - Taylor Swift. T-Swift slayed the lackluster VMAs from her throne - AKA her couch. She didn't even have to attend the awards show to prove her dominance in the art of publicity. Instead, she debuted her "Look What You Made Me Do" music video, likely smirked with each tweet about the lackluster VMAs (hosted by rival Katy Perry), and likely made deviled dragon eggs prepping for 'winter'.

Brands take note - She always with the PR game. What brand will partner with Swift to create a mutually beneficial "Look What You Made Me Do" campaign? So many way this can be spun!

All Hail The Queen.

Kandypens - The Next BEATS by DRE?

Just because MTV 'retired' music videos doesn't mean they don't exist.  Music videos still get MILLIONS of views online, and the content lives FOREVER - Plus, it's more affordable than you may think!  

Through their entertainment partnerships, Kandy Pens has established themselves as a top vape pen brand in a space that is growing exponentially - 470 million views and counting with their most recent placement below.  Regardless of whether or not they are "the one" or best on the market, the point is that they are following in the steps of BEATS by DRE - And we all know how that worked out.

Every brand should have a music and entertainment marketing strategy to keep their product top-of-mind.  Conversion and sales will always be a top priority, but neglecting to make overall brand awareness a main focus could set you up for failure as the market changes.  Entertainment marketing strategies are NOT a "one size fits all" - A tactic that works for a brand may not work for another so it's important to identify goals and customize a program that further supports your traditional marketing and advertising strategies.

Feel free to reach out to me directly for more information on available entertainment partnerships:

A $5 Million Super Bowl Ad much more!

Super Bowl commercials get plenty of media attention and views even before the big game, but is that hefty $5M price tag for a :30 spot really worth it?  Now, if you’re a big brand with larger budgets it may be logical to leverage the Super Bowl to launch a product/service or draw further attention to an ongoing campaign, or perhaps it’s a tradition like with Budweiser or Coca-Cola…it’s their money after all!  Don’t get me wrong, I love checking out what brands come up with each year, but if it were coming out of my pocketbook (yup, I said pocketbook), I would spend it differently based on other affordable entertainment marketing tactics available.

ONE $5M :30 SUPER BOWL AD or....

  • 500 Celebrity Gift Lounges


  • 200 Celebrity Events at Premiere or Title Sponsorship Level


  • 200 Talk Show Integrations


  • 165 Influencer Campaigns (this does not leverage “celebrities”, but includes multiple social media influencers with a minimum of 100k followers across multiple platforms for each)


  • 100 Music Videos with A/B-List Talent

*Figures are estimates based on average costs per activation, as all opportunities in each category can vary in rate and deliverables.  Categories taken from STILETTO’s “New Year, NEW BUDGET” Blog. 

Don’t just compete, DIFFERENTIATE. 

You don't need a $5 million budget to make a splash.  Stand out from the rest and entertain your consumer so your brand is top of mind with entertainment marketing tactics like those listed above.  An effective and balanced entertainment marketing program should be multifaceted and incorporate various tactics (plus, 100 music videos is a bit excessive) based on your target demographic, concurrent campaigns, timing, and goals. 

Contact STILETTO to customize an Entertainment Marketing Program today.

5 Music Video Integration "Humps" To Get Over on Hump Day

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.

#1 Timing

“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)

#3 Usage/Branding

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.  


How Morton Salt is reaching the Millennial Demographic


Who isn't familiar with Morton Salt? Or recognize their iconic "Umbrella Girl" in the yellow dress on the dark blue cylinder? Is it possible Millennials aren't as familiar with Morton Salt as the rest of us?

Well, Morton Salt will make sure they notice that they are more than "just salt".

Morton Salt partnered with indie-rock band OK Go to create an unbelievable visually stimulating music video for "The One Moment" to promote a new Morton philanthropic platform "Walk Her Walk", dedicated to making an impact on the world through 5 organizations.  Both Morton Salt and OK Go want individuals to understand, cherish, and take note of the impact each moment has on their lives and the world.

But let's talk about the marketing aspect of Morton Salt's partnership with OK Go and their decision to use Music Video Integration as a key component to their "Walk Her Walk" campaign.  Many people say "music videos are dead."  While they're not aired on MTV anymore, they live online (FOREVER) and still get millions and millions of views.  These videos are uploaded to YouTube by various sources, the artist, the label, maybe the production company, and even distributed to media outlets for PR stories.  And the view count tallies in front of your eyes.  Morton Salt's "Walk Her Walk" campaign and the "The One Moment" video have already garnered millions of impressions through media coverage alone.  Music videos are not dead - they are very much alive.

Aside from promoting their philanthropic "Walk Her Walk" campaign, leveraging their own "Umbrella Girl" as a spokesperson, Morton is targeting a new younger demographic that may not have grown up with the same dark blue canister of salt that has been around since 1848.  

What are millennials watching, doing, consuming?  Entertainment.

Morton Salt's Formula for Success:

Strong Brand + Worthy Cause + Cool Artist + Fun/Creative Concept = MILLENNIAL CONTENT GOLD (aka Music Video Integration)

5 HUGE Benefits to Music Videos:

·       Quick Turnaround - Most music videos move from concept to production to completion/released within a month

·       Implied Endorsement - Association with talent is an implied endorsement, meaning the association and placement implies that the product is used and 'approved of' by the talent without additional endorsement fees.

·       Assets Galore – Music videos live online forever, but there are additional assets that can be sources and re-purposed.  For example, behind-the-scenes footage, still shots, and more can be used for internal sales and marketing purposes (and often B2B trade shows)

  • Consider additional social media posts & promotions with this integration (Snapchat, Instagram, Twitter, Facebook, etc.)

·       Promotion/PR – The talent, label, and managers want the video to be a success just as much as the brand so there will be dual efforts to promote the content AND media outlets are more likely to pick up a story that has a “celebrity” associated.

·       Cost Efficient – Many brands assume this is out of there price range, but the truth is it is one of the more affordable celebrity partnerships with the most bang for your buck.  The fee is based on the talent (Beyonce > Next Big Punk Rock Band), length of duration on screen, and brand category. 

The phrase used to be "Content is King" - Now it's "Entertainment is King".

I encourage you to check out the OK Go "The One Moment" video on Morton Salt's "Walk Her Walk" page.  A beautifully executed campaign and maybe the most visually stimulating music video I've seen in a long time - Morton Salt's "Walk Her Walk" 

Contact STILETTO for questions about Music Video Integrations and Celebrity Partnerships.