Posted: under Multimedia, New Marketing, new media, Online Video, Video, Webconomics.
Tags: Bad Romance, business model, fetish objects, infomercial, Lady GaGa, Marshall McLuhan, music video, Nemiroff vodka
Her “Bad Romance” music video features prominent product placement for stuff she designs & sells – and has garnered 38 million views.
The song itself is kinda beside the point – it’s bubblegum synth-disco-pop, about as bland and processed as the stuff the taxi drivers in Moscow used to subject me to on the way back & forth from my gig there. Which may be why it’s getting so many views – this is the kind of stuff that works internationally, since the thumping beat and lyric structure make it sound pretty much interchangeable with everything else on the radio.
But the real action here is in the video to the song. Blew my mind. Didn’t think that people had budgets like this anymore. Costumes that would make Gaultier sick with envy — white latex with “Where the Wild Things Are” shiny plastic crowns, some kinda homage to LeeLoo’s orange strappy outfit in The Fifth Element and a Eastern European mobster/white sex-slave buyer with a steampunk-ish articulated brass chin. Looked to my eye like about a week in production, probably about $500K in total costs of models, locations, crews, lighting, post-production.
The plot seems to be that Lady GaGa wakes from her sleep the way normal people do – by sticking her hand out of a gleaming white Tylenol-shaped coffin – getting forced to drink high-end vodka and the gyrate for & be sold to a bunch of strange pervy dudes.I half expected to see Liam Neeson kicking someone’s ass in the backdrop and telling her, “Here’s the scary part. You’re going to be taken…”
Nobody does these kinds of elaborate music videos anymore, because there is no way to recoup that kinda cash from the moribund music industry.- at least, not until now.As Dan Neil points out in the LA Times
the “Bad Romance” video, which features placements for no less than 10 products: a black iPod; Philippe Starck Parrot wireless speakers; Nemiroff vodka; Gaga-designed Heartbeats earphones (via Dr. Dre); Carrera sunglasses; Nintendo Wii handsets; Hewlett-Packard Envy computers; a Burberry coat; those crazy, hobbling Alexander McQueen hyper-heels; and enough La Perla lingerie to choke an ox.
This isn’t a music video so much as the QVC Channel you can dance to.
I had thought that Madonna and Michael Jackson were about as sophisticated as you could get when it came to figuring out ways to build up a juicy public image, and then squeeze it until rivers of cash started running out. Not so. Lady GaGa has rightly recognized that selling CDs if for chumps; anyone can pirate them, and pretty much does.
No, you need to sell things that people can’t copy – or at least, if they do, it kinda defeats the purpose. So Lady GaGa’s come up with the list of high-end commercial goods to do “Hero Shots” of in the video and obviously done revenue deals with them.
As a business model, I have to say hats off to the Lady. She’s adapted to the draining of value from the content (i.e. nobody actually buys music anymore – at least, not like they used to), and migrated over to where the money still lies.
When advertising no longer works, when information is a commodity in which we all drown for free, then the only things that are left that have any value are physical objects that we can wear, eat, drive or plug in, as well as what cultural anthropologists call “fetish objects” that bestow special status because they signify that we hae enough disposable income so as to be able to waste a couple grand on some gaudy sunglasses.
I’m not sure if this is the way that all news & entertainment is going to have to go in the future. All of it sponsored, with big shout-outs to the guys footing the bills worked into the info-stream every 10 seconds or so. I do know that if this works, we’re going to see a lot more of these “branded videos” online.