Universal Music Group artists have a new way to make money from their music videos following a three-way pact between the label, in-video advertising company Mirriad and global ad agency Havas.
With the deal, Mirriad will use its digital product placement technology to offer Havas clients, which include LVMH, Dish Network and Coca-Cola, opportunities to advertise inside UMG-family music videos. The companies announced the partnership, a first in the fledgling in-video advertising market, on Monday morning.
Mirriad scans existing videos for surfaces, like bare brick walls, empty billboards and plain drinking mugs, and is able integrate branded assets such as images, video and actual products. Havas client Grand Marnier has already purchased space in videos by Far East Movement ("Rocketeer") and Avicii ("Lay Me Down" and "You Make Me"), and a Mirriad rep tells Billboard a pair of Darius Rucker videos will also be part of the campaign.