Special UnderCurrent Feature
The music video in an interesting study in advertising evolution. Originally devised as a promotional tool for the song itself, music videos are now frequently used to promote third party brands, such is their popularity and supposed influence among the kids these days.
Technology brands have been the forefront of this phenomenon, placing their products in the hands of musicians and their music videos — normally paid, but not always — to reach a target audience.
Although more prominent now than ever before, it certainly isn’t a new concept, as UnderCurrent showcases in its Hit Parade of Tech Toys in Music Videos.
HTC Titan and Windows Phone in We Are Young (fun. & Janelle Monae)
A song so good Apple used it when launching the new iPad, HTC and Windows managed to perfectly integrate their product/OS into the song’s lyrics. Extra credit goes to the director for his slow-no pan across the Titan’s giant screen.
Sony, Sony, Sony in What The Hell (Avril Lavigne)
On the other end of the spectrum is Sony fitting out Canadian starlet Avril Lavigne’s bedroom with new products. Older readers will distinctly remember when Avril complained about her paramour complicating things by acting like a poser…
Olympus in Licence To Kill (Gladys Knight)
Before Sony was all over James Bond, there was the Dalton era. If you thought Skyfall had too many ads for beer, phones and watches, you need to check out Licence To Kill, which is essentially a 2-hour ad for Olympus and a cigarette brand. The themesong’s video was no different.
Apple iPad in Like A G6 (Far East Movement, The Cataracs & Dev)
So you’re an dance-based new-wave rap quartet with a dope track that you’re about to drop straight to the top of the charts — why are you using your iPad to make a To Do list? Surely the Far East boys could have afforded a paid app to play with in this otherwise amusing video.
For those that blinked and missed it, here is the To Do list:
1. Grab CHAMPAGNE
2. Pick up CD
3. Get STICKERS & POSTERS
4. Meet at FM show
And to think people consider the rap lifestyle to be glamorous…
Apple iPod in P.I.M.P. (50 Cent & G Unit) [Content Warning]
Rest assured dear readers, one doesn’t have to listen to too much of this musical travesty to spot 50 Cent selecting 50 Cent on his early model iPod while singing about 50 Cent. Look closely and you’ll be rewarded, however, the iPod in question is one of the early model releases that still had physical buttons and the headphone jack on the top.
BlackBerry PlayBook in The Time (Dirty Bit) (Black Eyed Peas)
Here’s one that must have looked good on paper: the Black Eyed Peas promoting BlackBerry new tablet device. Both have ‘Black’ and a foodstuff in their name: what could possibly go wrong? Well, fast forward to the 2:15 mark, where the band member they call Apple (‘Apl’) is being filmed on the PlayBook while singing about Apple being the ‘mac daddy’.
Nintendo and Sega in Juicy (Notorious BIG)
This is absolutely glorious. To think there was actually a time when the definition of cool was simultaneously playing a Super Nintendo and Sega Genesis on a 50-inch screen — Biggie and his Bad Boy pals are doing just that at the 2:40 mark. This is also an excellent song.
Kodak in Kodachrome (Paul Simon)
An honorary mention goes to 70-year-old singing superstar Paul Simon, who in 1973 released a whole song dedicated to Kodachrome, Kodak’s signature 35 millimetre colour film. There is no official music video for this outstanding track but thankfully there is a fan-made clip that prominently features the pre-digital photography powerhouse.
‘Fony’ in Fastlove (George Michael)
We close off our Hit Parade with some inverse product placement. Following a bitter fallout with his record label, Sony Music, George Michael decided to take revenge by including Fony brand headphones in his Fastlove video, at around the 1:00 mark.
UnderCurrent would like to know your favourites – post them in the comment box and we’ll embed them in the article for wider enjoyment.