| The very name "advertainment" sends
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| | Consider: Magazines that sell cover
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| thrilling vibrations up the spine of
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| | stories; product placement in movies and
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| anyone with marketing in their blood or
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| | TV (and yes, live theater); branded
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| communication in their genes. And it
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| | clothing; bumper stickers; even fliers
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| produces a strong shiver of disgust from
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| | stuck on parked cars. There are ad
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| many of my colleagues in the music
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| | messages on private automobiles (and
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| industry."I don't want my songs to be
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| | those anti-humanistic trucks that some
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| involved in advertising," they say,
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| | insist are called SUVs). Pull up behind a
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| forgetting entirely that by wearing
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| | vehicle in traffic and you can read an ad
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| branded running shoes, a t-shirt hawking
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| | for the car dealership on the license
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| Fender guitars and a baseball cap
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| | plate frame, plus another piece of public
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| emblazoned with the Peavey logo, their
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| | relations for the state on the plate
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| very lives are involved in advertising.
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| | itself. (Come on, you don't think it's
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| Plus, if they attend an awards show, they
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| | hype to put "Land of enchantment" on
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| happily state the brand and designer
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| | every vehicle licensed in the state of
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| names of everything they're wearing.They
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| | New Mexico?)You might think that this
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| further ignore the fact that radio itself
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| | plethora of options makes it easier for
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| is a form of advertainment. What gets
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| | firms to get their messages across to
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| played has little to do with musical
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| | their targeted demographics, but a good
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| accomplishment or artistic merit, but is
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| | case can be made for the opposite view.
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| directly related to the backing of large
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| | TV audiences are turning to Tivo and
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| corporate distributors. I have been told
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| | pay-per-view. Radio audiences are
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| to budget anywhere from a quarter of a
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| | discovering XM and Sirius Satellite
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| million dollars to $350,000 in
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| | Radio. Newspaper readership is becoming
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| promotional costs to obtain national
| |
| | an oxymoron. Motion picture audiences can
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| radio play on (the appropriately-named)
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| | be heard groaning, mocking or booing the
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| commercial radio stations. Is it any
| |
| | pre-feature commercials.This means there
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| wonder that corporations are seeking ways
| |
| | are a lot of people working on new ways
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| to build a little brand awareness into
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| | to get the product benefits into the
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| the songs?Turn on any rap, urban or hip
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| | brains of the consumers. I do it with
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| hop station and you can start counting
| |
| | humorous radio scripts and subliminally
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| the product mentions in the lyrics, some
| |
| | seductive music, but there are going to
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| paid-for, some just happenstance. In the
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| | be some innovations in our industry, and
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| electronic-pop field, I have done it
| |
| | at the risk of appearing foolish, I'm
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| myself. On my "Electro Bop" album are
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| | going to make a few predictions. Within
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| songs such as "Paranormal Radio" (which
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| | the next few years, we'll see:* Debit
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| begins as a documentary about American
| |
| | card scanners in TV sets, so you can
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| Technology Corporation's HyperSonic Sound
| |
| | order during a commercial with the flick
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| system), "Sheena Sez" (about talk radio
| |
| | of your remote.* Barcodes in songs, so
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| host Sheena Metal), and "Check the Tech"
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| | you can download from iTunes by swiping
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| (about the joys of watching the TechTV
| |
| | your XM or Sirius player with your Visa
|
| channel).Has this advertainment hurt
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| | or MasterCard.* Credit cards built into
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| acceptance of the album? Not that I've
| |
| | wristwatches, so your "plastic money" is
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| noticed. Many e-mails from around the
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| | always close at hand.* Links to product
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| world cite "Paranormal Radio" as their
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| | sites in every scene of DVD movies or
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| favorite track. Not one person has
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| | computer games. Do you want the shoes in
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| complained about the ad messages, I
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| | the Tony Hawk Pro Skater game?
|
| assume because the audience for my
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| | Click-click-click and they're on their
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| dance-oriented music is pleased to
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| | way to you via FedEx (note product
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| receive information about technology and
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| | placement for the big competitor to
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| a far-out rock-talk jock such as Ms.
| |
| | United Parcel Service).* Broadcasts of
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| Metal.Ads and entertainment go
| |
| | infotainment and advertainment will pop
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| hand-in-wallet in many other ways, some
| |
| | up everywhere: in public restrooms, at
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| pretty strange. In music alone, we have
| |
| | the Starbucks, at traffic signals, at the
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| all wondered about Bob Dylan's "Love
| |
| | gas pump, on your mailbox, in the
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| Sick" in Victoria's Secret commercials
| |
| | packages you purchase, in the parcels
|
| (not to mention Mr. D himself smirking
| |
| | that arrive at your door, etc.* Captive
|
| between shots of the lovely bodies
| |
| | broadcasts. Just as you can preview the
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| wearing the lingerie). But don't overlook
| |
| | music on packaged CDs (available in EU
|
| Keith Richards in the "Cover Girl" ad
| |
| | now, but coming soon to the USA), the
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| while "Honky Tonk Women" plays, or Willie
| |
| | product benefits, price points and
|
| Nelson's "Red Headed Stranger" in the
| |
| | warranty information will play as soon as
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| Herbal Essence spot, or Iggy Pop's liquor
| |
| | you lift up a product in the store.*
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| drug/sex-soaked "Lust for Life" blasting
| |
| | Digitized logo placement in the
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| throughout the Royal Caribbean
| |
| | rebroadcasts of syndicated TV shows
|
| commercials. (Love to work with the
| |
| | ("Hey, we can sell the product placement
|
| Account Executive who was able to sell
| |
| | another three times!")* Branded
|
| that concept!) By contrast, Sting
| |
| | ingredient lists on menus.* Corporate
|
| crooning from the back seat of a Jaguar
| |
| | artwork that takes you on a virtual tour
|
| seems a very model of demographic
| |
| | of the company.* Interactive ads, where
|
| compatibility.And that's the point: ads
| |
| | you get to play Jerry Seinfeld and/or
|
| and public relations are routinely
| |
| | Superman (or the driver of the BMW) in a
|
| dismissed as silly, annoying, intrusive
| |
| | five-minute escape from reality (and from
|
| or a waste of time right up to the moment
| |
| | reality TV).* Holographic projections of
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| when they are delivering facts the reader
| |
| | commercials from postage stamps, car and
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| or listener wants. Then, suddenly, the
| |
| | house keys, magazine covers and ad pages,
|
| sponsored message is viewed as helpful
| |
| | etc.And these are just the changes we'll
|
| and instructive. Therefore, the trick is
| |
| | be seeing in the next few years. We're
|
| to achieve the right match between
| |
| | not even discussing the opportunities for
|
| audience and message.One problem is
| |
| | advertainment once we move beyond
|
| choosing your media. Just listing
| |
| | traditional broadcast methodology; when
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| advertising outlets can be daunting: TV,
| |
| | microchips are embedded under your skin,
|
| radio, outdoor, newspapers, magazines,
| |
| | YOU will be the receiver for TV, radio,
|
| transit, direct mail, Internet banner.
| |
| | satellite, telephone, and global
|
| Many of these have subsets: paid inserts
| |
| | positioning system signals. And at that
|
| (advertorial) in newspapers and
| |
| | point, the possibilities for marketing
|
| magazines, sponsored "newsbreaks" and
| |
| | communication via advertainment are going
|
| infomercials on broadcast media, static
| |
| | to become truly mind-boggling.Are these
|
| or animated announcements at stadia,
| |
| | prospects exciting, frightening, or both?
|
| those dreaded 'Net pop-ups, brand names
| |
| | My view is positive. After all, a lot of
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| on sports uniforms and equipment (can you
| |
| | these new forms of communication are
|
| say NASCAR?), etc.One of the most
| |
| | going to need my scripts and my music.# #
|
| enjoyable categories for producers of
| |
| | #Scott G is president of G-Man Music &
|
| both music and advertising is viral 'Net
| |
| | Radical Radio. His music is on
|
| marketing, which has had some notable
| |
| | commercials for Verizon Wireless,
|
| success stories such as BMW Films, the
| |
| | Goodrich, Monaco Motor Coaches, BAE
|
| Seinfeld AmEx campaign, and of course,
| |
| | Systems and more. A creative director of
|
| Burger King's Subservient Chicken.We
| |
| | the National Association of Record
|
| haven't even considered cooperative
| |
| | Industry Professionals (NARIP) and a
|
| advertising, which can be anything from
| |
| | member of The Recording Academy (NARAS),
|
| myriad logos at the bottom of an event
| |
| | he writes about music for and the Immedia
|
| poster to the branded music tones and
| |
| | Wire Service. The G-Man's albums are
|
| flashing-light Intel trademark that ends
| |
| | released by Delvian Records and are on
|
| every other commercial for someone else's
| |
| | Apple's iTunes.
|
| computer products.But it extends further.
| |
| |
|
