Thursday, 27 October 2011

Alcohol product placement hidden in song lyrics

A recent study was completed at the University of Pittsburgh which looked into the placement of alcohol brands in music lyrics.

Researchers studied the lyrics of 793 songs on Billboard Magazine’s Top 100 lists from 2005 – 2007, and found that 21.3% of them referred to alcohol, and of those, 24.3% referred to specific brands. The brands mentioned most often were Patron Tequila, Grey Goose Vodka, Hennessy Cognac and Cristal Champagne.

While many brands pay for the placement in lyrics, Patron Tequila have said that they have never paid for a mention in any song, assuming that their inclusion in song lyrics is just because artists like their product.

It has definitely been proven in past that putting a brand into a song can drive alcohol sales. According to The Star, when Busta Rhymes and P Diddy released Pass the Courvoisier in 2002, sales of the cognac increased 19%!

Given that integrated advertising has been proven to be quite effective, it is no wonder that there are so many brands using companies like The Kluger Agency (who were responsible for the multitude of products placed in Lady Gaga & Beyonce's 'Telephone' video - below) to put their products into music videos and song lyrics. This is particularly interesting when looking at alcohol brands - given that it is illegal to advertise alcohol to underage consumers, embedding brands into songs is a way of still promoting your brand to youth whilst staying out of trouble.

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