Memory and perception of brand mentions and placement of brands in songs

Although brand placement in movies and TV series has attracted significant interest from researchers and practitioners, little is known about the financed insertion of brands in songs.

Memory and perception of brand mentions and placement of brands in songs

Eric Delattre

University of Lille 3

Ana Colovic

Rouen Business School

Introduction

‘Now I got to give a shout-out to Seagram’s gin / Cause I drink it and they payin’ me for it’

‘Freek-a-Leek’, Petey Pablo 2004

The words of this song, which was ranked on the Billboard Top 20 Hot Rap Tracks for 36 consecutive weeks in 2004, provide clear evidence that the practice of brand placement in music exists. The insertion of brands in songs is one of the...

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