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