Competitive Edge - Sports & Entertainment Marketing News

TikToks could become the new music videos when it comes to product placement


Miley Cyrus turns up the volume on a Beats Pill and applies eos lip balm in “We Can’t Stop”; Ariana Grande whips out a Samsung Galaxy Note in the first 5 seconds of “Focus”; Lil Nas X, dressed as a vampire, reaches for an Estée Lauder anti-aging serum in “Rodeo.”

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Discussion Questions:

  1. What is a music video?
  2. What is product placement?
  3. Why do brands invest in product placement strategies?
  4. Are all product placements paid?
  5. Can you think of a brand that you have noticed in a show or movie that you have recently watched? What about a game you’ve played or a song you’ve listened to, or a video that you have watched on social media?
  6. Why do you think artists might be willing to feature a brand in their video?
  7. As described in your textbook in lesson 2.8, what is the paradox of commercialism?
  8. Do you think product placement represents an example of that concept? Why or why not?
  9. How do you personally feel about seeing brands on your favorite entertainment platforms?
  10. Do you think TikTok is a good place for brands to try to connect with consumers? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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