The Null Device
The shadowy phenomenon of product placement in pop music was thrust into the spotlight when culture jammers the Anti-Advertising Agency, who were running a virtual jeans-making sweatshop in Second Life as an art project, received a proposal from a product placement agency, offering to put his brand of jeans in a Pussycat Dolls song, which they published online
In the e-mail, Kluger (who has represented Mariah Carey, New Kids on the Blog, Ne-Yo, Fall Out Boy, Method Man, Lady GaGa and Ludacris) explained via e-mail that for the right price, Double Happiness Jeans could find its way into the lyrics in an upcoming Pussycat Dolls song. Crouse posted the e-mail on his blog at the Anti-Advertising Agency, an art project of sorts that's basically the philosophical mirror image of a traditional ad agency.
The Anti-Advertising Agency declined and has already drawn some attention to the practice of selling space in lyrics to advertisers through its blog. "Maybe Ludacris wants to rap about a luxury SUV, and is just looking for the right one," said Lambert. "We'll never know (everything about) how it works, because that takes the mystique out of it, and the mystique is one of the things that they can sell." But thanks to this e-mail, we at least have proof that the phenomenon is real.Meanwhile, the agency, Kluger PR (who have emailed WIRED and disowned responsibility for the actual email) has asserted that when they place products in songs, they take every care to ensure that artistic integrity is not affected:
"We are just financially taking care of the people that should be taken care of," he told us via e-mail. "If an artist like Sheryl Crow has the same target audience as XZY brand, we feel it's nothing but a strong and strategic way to pinpoint a market.
"Now, we don't want an artist to write a song specifically to promote a brand, we just feel that if it's a product that's admired by the artist and fits his/her image, we now have the capability of leveling out the playing field and making things financially beneficial for all parties involved. 'Brand-Dropping' is the term that the Kluger Agency coined to describe discreetly advertising by product mentioning in song, and we feel we can make this the way of the future without jeopardizing any artists creative outlet or typical style."I wonder how much it takes to arrange that your (virtual) brand of jeans is sufficiently admired by the Pussycat Dolls for them to (quite sincerely, of course) sing its praises. Which sounds like the artistic equivalent of the question of how much money it takes to win the amorous affections of a lady (or, indeed, gentleman) of negotiable virtue. In which case, would that make Kluger PR a pimp?