Universal Music Group is bringing product placement to its past, present, and future. Music videos that have foolishly left a wall or surface bare can now be fixed, thanks to a new deal that allows companies to insert ads into previously filmed videos. Avicii will be one of the first artists subjected to the treatment for the song “Lay Me Down.” Watch closely and see if you can make out the Grand Marnier advertisements.
A company called Mirriad will provide the technology. Mirriad’s chief executive Mark Popkiewicz told The Financial Times “being inside content is more valuable than being outside content.” The company also has a deal in place with Vevo.
The rationale is this: video production will no longer be slowed down by negotiations with advertisers, as it can all be done after the fact. Additionally, Mirriad can cater the ads to specific users, depending on their cookie history and location. The technology will also open up new revenue streams to Universal, Vevo, and maybe even their artists. Here’s Steven Colbert to put things in perspective.