Daniel Levine and The Avant-Guide Institute: The Lines Between Art and Advertisement Are Blurring
The expert points to a changing trend in the economics of the entertainment business.
New York, NY, November 06, 2013 --(PR.com)-- Trends expert and keynote speaker Daniel Levine of The Avant-Guide Institute is noting major changes in modern media. Viewing habits are changing, and the industry is scrambling to find ways to adapt.
“Consumers of popular culture are using digital streams at a rapidly growing rate,” says Levine. “That’s made traditional revenue streams, like royalties and commercials, nearly irrelevant. It’s forcing producers to adapt and rethink the way they approach the business.”
With music being streamed through Spotify, YouTube, and other outlets, record labels are unable to cash in the same way they used to, if they have a hand in the process at all. Without big contracts available, merchandise sales, concerts, and endorsements figure to be the way a group makes ends meet. For that reason, The Grateful Dead have teamed with craft brewer DogFish Head to their own specialty beer.
For younger artists, endorsements are even more important, and Levine is seeing an increase in the number of music videos that feature product placement. Lana Del Rey has a contract with Jaguar, and vehicles made by the car company are appearing in her videos. Jewel has made a music video that doubled as commercials for diapers. Other artists are going even further. A collaboration between rapper and Iggy Azelea and a Canadian online retailer has created a music video that has clickable products and links that allow the viewer to make immediate purchases.
Movies are also adopting this approach. Product placements are becoming the norm. Such is the case for a recent biopic about Coco Chanel, which featured Kiera Knightley. The same actress, by no coincidence, also headlined Chanel’s marketing campaign.
“Entertainment executives are realizing they don’t have the same control over the distribution of a piece of media they used to,” says Levine. “To make up for that deficiency, there is a notable increase in the way outside products are worked in. That continues to power this trend.”
About Daniel Levine
Daniel is a keynote speaker and marketing specialist who monitors the latest consumer trends. Drawing on his own experiences and observations, plus the recommendations of thousands of trends-spotters, Daniel helps clients and audiences alike see how they can be inspired by the latest trends from around the world. He is also the director of The Avant-Guide Institute. Learn more at DanielLevine.com
Contact: Jeff Parrotte, Jeffrey.parrotte@avantguide.com, (tel.) 917-512-3881
“Consumers of popular culture are using digital streams at a rapidly growing rate,” says Levine. “That’s made traditional revenue streams, like royalties and commercials, nearly irrelevant. It’s forcing producers to adapt and rethink the way they approach the business.”
With music being streamed through Spotify, YouTube, and other outlets, record labels are unable to cash in the same way they used to, if they have a hand in the process at all. Without big contracts available, merchandise sales, concerts, and endorsements figure to be the way a group makes ends meet. For that reason, The Grateful Dead have teamed with craft brewer DogFish Head to their own specialty beer.
For younger artists, endorsements are even more important, and Levine is seeing an increase in the number of music videos that feature product placement. Lana Del Rey has a contract with Jaguar, and vehicles made by the car company are appearing in her videos. Jewel has made a music video that doubled as commercials for diapers. Other artists are going even further. A collaboration between rapper and Iggy Azelea and a Canadian online retailer has created a music video that has clickable products and links that allow the viewer to make immediate purchases.
Movies are also adopting this approach. Product placements are becoming the norm. Such is the case for a recent biopic about Coco Chanel, which featured Kiera Knightley. The same actress, by no coincidence, also headlined Chanel’s marketing campaign.
“Entertainment executives are realizing they don’t have the same control over the distribution of a piece of media they used to,” says Levine. “To make up for that deficiency, there is a notable increase in the way outside products are worked in. That continues to power this trend.”
About Daniel Levine
Daniel is a keynote speaker and marketing specialist who monitors the latest consumer trends. Drawing on his own experiences and observations, plus the recommendations of thousands of trends-spotters, Daniel helps clients and audiences alike see how they can be inspired by the latest trends from around the world. He is also the director of The Avant-Guide Institute. Learn more at DanielLevine.com
Contact: Jeff Parrotte, Jeffrey.parrotte@avantguide.com, (tel.) 917-512-3881
Contact
Avant-Guide Institute
Jeff Parrotte
917 512 3881
http://www.avantguide.com/
Jeff Parrotte
917 512 3881
http://www.avantguide.com/
Contact
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