How 'product placement, branding' are making rapid inroads into popular music

A new study has revealed that product placement and branding are growing in popular music.

The University of Colorado Denver study examined in detail the yearly top 30 Billboard songs from 1960 to 2013, a total of 1,583, and found a steep increase in 'advertainment' or the use of product placement, branding and name dropping among the most popular music in the nation.

In 2006 alone, 20 of the top 30 songs, or two out of three, included at least one reference to a person, place or product, the study said.

Study author Storm Gloor said that as a professor of music business and a fan he recognized that this was happening, but now, as a researcher, he has the data to prove it, adding he doesn't necessarily lament it or abhor it but was surprised by the clarity of the trend.

Gloor found a total of 1,544 product references in the five decades of songs he analyzed with more than half occurring between 2000 and 2010. Automobiles were favorites with Mercedes-Benz, Bentley, Corvette, Cadillac and Chevrolet among the most popular products mentioned.

The study also showed a direct link between product placement and brand awareness. For example, Gloor said that after the 2002 Busta Rhymes hit single 'Pass the Courvoisier,' sales of the cognac jumped 10 to 20 percent that year. Run DMC's song 'My Adidas,' Gloor said, had a similar impact on those sneakers.

Place names also increased dramatically since 1960. Aside from famous seaside towns mentioned in hits like the Beach Boys' 'Surfin' USA,' there were few locations mentioned in the 1960s and 70s. That grew steadily in the 80s and 90s. In 2006, some 9 percent of Billboard's top songs referenced specific place names.

Another trend is the artist dropping their own name. There was only one name reference in 1964, four in 1974, one in 1984, 39 in 1994 and 130 in 2004. One potential reason for this is that many radio deejays no longer identify the songs or artists they play, so singers must do it themselves, Gloor said.

According to Gloor, all this is also happening due to seismic changes in the music industry, adding that referring to products, places and people might cause fans to relate to the music and keep listening rather than clicking past.

Gloor noted that many musicians these days make less money from their recorded work so they must become marketing entities since the music doesn't entirely pay the bills. People could get sick of it and there could be a backlash but for now this is the new reality.

The study appears in the Journal of the Music and Entertainment Industry Education Association.