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Universal Music to place brands in music videos

Avicii music video featuring a Grand Marnier ad Image copyright Universal Music Group
Image caption Avicii music video featuring a Grand Marnier ad placed after filming was completed

Universal Music Group will place ads in music videos after they have been filmed in an attempt to get higher advertising revenue.

The record giant's music videos will now show different brands targeting various audiences around the world.

Universal struck a deal with UK tech firm Mirriad, which has created a way to insert ads into video footage.

The firms are joining with advertising group Havas, which creates ads for brands such as LVMH and Coca-Cola.

Mirriad chief executive Mark Popkiewicz said integrating ads into music videos was a solution to "ad skipping", where viewers can choose to avoid online ads that usually appear before or after music videos.

"This is a very timely and much needed boost to the advertising economy associated with video," Mr Popkiewicz said.

Revenue from advertising has become more important to record labels and artists, since music sales have slumped as consumers turn to online video streaming on popular websites such as YouTube.

Product placement from the deal has already resulted in a video from Swedish dance music producer Avicii, now featuring ads by liqueur brand Grand Marnier that were not there during filming.

"Audiences like to see brands within content more than they like to be interrupted with advertising around a content they choose to watch," Mr Popkiewicz added.

Image copyright Universal Music Group
Image caption Avicii music video before the ad was inserted
Image copyright Universal Music Group
Image caption Avicii music video before the ad was inserted

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