Revision as of 00:54, 29 August 2012 edit184.32.125.150 (talk) →Company Description: all of the information deleted cannot be supported. i only found one news source listing this information which i do not feel can warrant logical or accurate information regarding the formation of the agency.← Previous edit | Latest revision as of 21:52, 13 August 2024 edit undoJamedeus (talk | contribs)Extended confirmed users6,048 edits Fix dead + duplicate links | ||
(88 intermediate revisions by 54 users not shown) | |||
Line 1: | Line 1: | ||
{{Short description|Music product placement}} | |||
{{coi|date=August 2012}} | |||
{{Infobox company | {{Infobox company | ||
| logo = |
| logo = The Kluger Agency logo.png | ||
| logo_size = 200px | |||
| |
| name = The Kluger Agency | ||
| |
| type = ] | ||
| foundation = 2008 | | foundation = 2008 | ||
| location = ] & ] | | location = ] & ] | ||
| key_people = Adam Kluger, CEO | | key_people = ], CEO | ||
| industry = ], ] | | industry = ], ] | ||
| |
| services = Brand Partnerships, Product Placement (Music) | ||
| homepage = {{ |
| homepage = {{Official website|klugeragency.com/}} | ||
}} | }} | ||
'''The Kluger Agency''' (TKA) is |
'''The Kluger Agency''' (TKA) is a music management firm and advertising agency with a focus on ] within the music industry.<ref>{{cite news|last=Russell|first=Joel|url=http://www.labusinessjournal.com/news/2010/nov/08/agency-cues-lyricists-name-drop-brands/ |title=Agency cues lyricists to name-drop brands |date=7 November 2010 |work=LA Business Journal |access-date=2012-08-07}}{{Registration required|date=August 2012}}</ref> The agency represents over sixty brands, partnering them with artists in the music industry.<ref>{{cite magazine |url=http://www.billboard.com/biz/articles/news/branding/1179110/katy-perrys-twitter-tirade-about-product-placement-an-executive |title=Katy Perry's Twitter Tirade About Product Placement: An Executive Weighs In |date=February 25, 2011 |access-date=November 6, 2013 |author=Glenn Peoples |magazine=]}}</ref> | ||
==History== | |||
==Company Description== | |||
The agency was founded in late 2007<ref name="forbes-blog">{{cite magazine|url= |
The agency was founded in late 2007<ref name="forbes-blog">{{cite magazine|url=https://blogs.forbes.com/zackomalleygreenburg/2010/10/08/the-recording-industrys-piracy-proof-business-plan-lady-gaga-beyonce-jay-z-t-pain-akon/ |title=The Recording Industry's Piracy-Proof Business Plan |magazine=Forbes |date=2012-04-18 |access-date=2012-08-07}}</ref> or early 2008 by ], when he was twenty-two years old.<ref name="bw-soda">{{cite magazine|url=http://www.businessweek.com/magazine/content/10_50/b4207086663830.htm |archive-url=https://web.archive.org/web/20101206150130/http://www.businessweek.com/magazine/content/10_50/b4207086663830.htm |url-status=dead |archive-date=December 6, 2010 |title=He Puts the Soda in Pop Songs |magazine=Businessweek |date=2010-12-02 |access-date=2012-08-07}}</ref> He is known for placing the advertisement of products within the medium of popular music.<ref name="forbes-blog"/> | ||
Adam Kluger established the agency in 2008 by making over 400 telephone calls, claiming to vendors that he could get their brands into popular songs, then claiming to record labels that he could get brands to pay for promotions. In Kluger's words, "there's a bit of bullsh-----g you have to do to get in the door".<ref name="bw-soda"/> He eventually got through to Steve Berman, head of marketing for ], a label promoting bands such as ]. His first product placement was for a lingerie manufacturer whose branding is displayed on a shopping bag of cash in a one-second appearance in ]'s music video "]".<ref name="bw-soda"/> | |||
⚫ | An advertisement for ] in 2010 ]/] video "]" yielded a 20% increase in traffic to the site in the month following the song's release. Plenty of Fish has also placed paid promotions in ]’s “]” and ]/]’s “]”, according to a ] magazine blog which estimates placement deals bring in ]10 million a year for Kluger as its cut of revenue from "roughly 100 videos and five or six songs per year".<ref name="forbes-blog"/> ] estimates advertisers pay $40,000 to $250,000 per placement, of which Kluger retains up to 23%. Placing a brand into the song's lyrics may cost a half-million dollars or more.<ref name="bw-soda"/> | ||
While the concept of advertising in popular music is not new (Steve Stoute had placed ] in ]’s “]" in 2001), Kluger has specialised in the aggressive promotion of this form of placement.<ref name="forbes-blog"/> | |||
⚫ | The Kluger Agency has worked with a range of stars including ], ], ], ], ], ], ], ], ], ], ], ], ], ], ], ], ],<ref name="bw-soda"/> ],<ref name=HOLLYWOOD /> and ].<ref name=Castilloo /> | ||
⚫ | An advertisement for ] in 2010 ]/] video "]" yielded a 20% increase in traffic to the site in the month following the song's release. Plenty of Fish has also placed paid promotions in ]’s “]” and ]/]’s “]”, according to a ] magazine blog which estimates placement deals bring in ]10 million a year for Kluger as its cut of revenue from "roughly 100 videos and five or six songs per year".<ref name="forbes-blog"/> ] estimates advertisers pay $40,000 to $250,000 per placement. Placing a brand into the song's lyrics may cost a half-million dollars or more.<ref name="bw-soda"/> |
||
Kluger claims product placements allow performers to monetise the ongoing ] of their works as "obviously if the song is pirated, the lyrics aren’t going to change” and provide musicians with a larger budget to produce music videos. | |||
{{quote|“ an artist like ] wants to shoot a $300,000 video with explosions and people jumping off buildings … but the label only budgeted $50,000, he’s going to be open to a few placements if the money attached offsets the costs for his video concept."|Adam Kluger<ref name="forbes-blog"/>}} | |||
⚫ | The Kluger Agency has worked with a range of stars including ], ], ], ], ], ], ], ], ], ], ], ], ], ], ] |
||
<!-- | <!-- | ||
These two sources were cited as mentioning Kluger, but appear not to have useful info on the agency itself beyond name-dropping: | These two sources were cited as mentioning Kluger, but appear not to have useful info on the agency itself beyond name-dropping: | ||
https://www.nytimes.com/2010/12/06/business/media/06Adnews.html briefly mentions a BusinessWeek piece which mentions Kluger in one brief line. | |||
{{cite magazine|url= |
{{cite magazine|url=https://www.forbes.com/2010/10/21/michael-jackson-sony-business-entertainment-dead-celebs-10-jackson.html |title=The Rich Afterlife Of Michael Jackson |magazine=] |date=2010-10-21 |accessdate=2012-08-07}} quotes Adam Kluger estimating the value of assets held by the ] estate but does not comment on Kluger's agency or the product placements. | ||
--> | --> | ||
=="Brand-dropping"== | |||
==Reaction and Reviews== | |||
The Kluger Agency coined the term "brand-dropping" to describe the ] of brands into song lyrics or visual representations during a music video. According to the agency's founder, the process involves finding places where a musical artist is likely to mention a specific product in their song, and to match this with companies that produce those products.<ref name=WIRED /> The process tries to integrate product placement and song writing, in order to create an unnoticeable form of advertising that preserves artistic integrity but also provides the artist with additional revenue from their work.<ref name=Castilloo>{{cite web |url=http://productplacement.biz/200903112368/news/the-secretive-world-of-product-placement-branding-strategies-of-the-future.html |title=The Secretive World Of Product Placement: Branding Strategies of the Future |date=March 11, 2009 |access-date=September 27, 2012 |publisher=Product Placement News |author=David Castillo |archive-url=https://web.archive.org/web/20190205193813/http://productplacement.biz/200903112368/news/the-secretive-world-of-product-placement-branding-strategies-of-the-future.html |archive-date=February 5, 2019 |url-status=dead}}</ref> | |||
Kluger has stated that, "At the end of the day, since sales are down and pirating is up, a lot of company’s budgets for videos are down ... So in order for the artist to support their vision, a lot of times they need a brand to come onboard to help support it financially."<ref name=HOLLYWOOD>{{cite news |url=http://www.hollywoodreporter.com/news/christina-aguileras-body-video-psychic-375803 |title=The Story Behind the Psychic Hotline in Christina Aguilera's 'Your Body' Music Video |author=Rebecca Ford |work=] |date=October 2, 2012 |access-date=October 3, 2012}}</ref> Kluger claims product placements allow performers to monetise the ongoing ] of their works as "obviously if the song is pirated, the lyrics aren’t going to change” and provide musicians with a larger budget to produce music videos.<ref name="forbes-blog" /> | |||
==Reactions and reviews== | |||
{{see also|Product placement#Music and recording industries}} | {{see also|Product placement#Music and recording industries}} | ||
In 2008, the agency was criticized |
In 2008, the agency was criticized in a ] blog post after it was alleged that they had sent an ] offering to place advertising for '']'' in a ] tune. The company was virtual and not intended to represent a viable commercial product; the project was a collaboration between Jeff Crouse of the Anti-Advertising Agency and ], and was intended to be a critical piece.<ref name=WIRED>{{cite web|last=Van |first=Eliot |url=https://www.wired.com/listening_post/2008/09/products-placed/ |title=Products Placed: How Companies Pay Artists to Include Brands in Lyrics | Listening Post |website=Wired.com |date=2008-09-19 |access-date=2012-08-07 |archive-url=https://web.archive.org/web/20181107185337/https://www.wired.com/2008/09/products-placed/ |archive-date=November 7, 2018 |url-status=dead}}</ref><ref>{{cite web|url=http://www.musicradar.com/news/guitars/blog-dont-cha-wish-your-website-was-hot-like-this-174797 |title=BLOG: "Don't cha wish your website was hot like this?" |publisher=MusicRadar |date=2008-09-23 |access-date=2012-08-07}}</ref> | ||
]'s music video for "]", which incorporates placements by The Kluger Agency, has been criticised for excessive ] advertisements;<ref>{{cite magazine|last=Weiner |first=Juli |url=http://www.vanityfair.com/online/daily/2011/02/plentyoffishcom-get-out-of-music-videos-and-get-back-to-the-internet |title=PlentyOfFish.com, Get Out of Music Videos and Get Back to the Internet |publisher=] |date= |accessdate=2012-08-07}}</ref>, however the brands involved in the video reported that the advertisment was a success according to interviews on TMZ.com and various other major media outlets;<ref>>{{cite website|last=tmz |first=tmz |url=http://www.tmz.com/2011/02/22/britney-spears-hold-it-against-me-music-video-plenty-of-fish-dating-website/|title=Britney Spears scores|publisher=] |date= |accessdate=2012-08}}</ref>, Pop star ] came to the agencies defense on ].com claiming that she also uses product placement to offset production costs and believes in doing so tastefully within the storyline of the video. | |||
]'s music video for "]", which incorporates placements by The Kluger Agency for clients including Plenty of Fish, was described by ] as containing a half-million dollars in advertising<ref>{{cite news|title=Britney Spears Scores Six-Figures Off Music Video|publisher=TMZ.com|date=Feb 22, 2011 |url=http://www.tmz.com/2011/02/22/britney-spears-hold-it-against-me-music-video-plenty-of-fish-dating-website/ }}</ref> and negatively reviewed by ].<ref>{{cite magazine|last=Weiner |first=Juli |url=http://www.vanityfair.com/online/daily/2011/02/plentyoffishcom-get-out-of-music-videos-and-get-back-to-the-internet |title=PlentyOfFish.com, Get Out of Music Videos and Get Back to the Internet |magazine=] |access-date=2012-08-07}}</ref> A ] review described the video as an "infomercial" with "undisguised, un-subtle in-video brand cameos".<ref>{{cite news|last=Kelly |first=Liz |url=http://voices.washingtonpost.com/celebritology/2011/02/britney_spears_debuts_hold_it.html |title=Celebritology 2.0 - Britney Spears debuts 'Hold It Against Me' video/infomercial |newspaper=Washington Post |date=2011-02-18 |access-date=2012-08-07 |archive-url=https://web.archive.org/web/20200330064937/http://voices.washingtonpost.com/celebritology/2011/02/britney_spears_debuts_hold_it.html |archive-date=March 30, 2020 |url-status=dead}}</ref> According to '']'' in 2012, ]'s inclusion of the psychic hotline Oranum in her music video '']'' led to a 450% increase in the social media following of Oranum within the span of a few days.<ref name=HOLLYWOOD /> | |||
Reference: | |||
http://perezhilton.com/2011-02-23-katy-perry-backtracks-on-product-placement-comments | |||
==References== | ==References== | ||
{{reflist}} | {{reflist}} | ||
{{DEFAULTSORT:Kluger Agency}} | |||
] | ] | ||
] | ] | ||
] | ] | ||
] |
Latest revision as of 21:52, 13 August 2024
Music product placementCompany type | Private |
---|---|
Industry | Advertising, Music |
Founded | 2008 |
Headquarters | Beverly Hills, California & Miami Beach, Florida |
Key people | Adam Kluger, CEO |
Services | Brand Partnerships, Product Placement (Music) |
Website | Official website |
The Kluger Agency (TKA) is a music management firm and advertising agency with a focus on product placement within the music industry. The agency represents over sixty brands, partnering them with artists in the music industry.
History
The agency was founded in late 2007 or early 2008 by Adam Kluger, when he was twenty-two years old. He is known for placing the advertisement of products within the medium of popular music.
Adam Kluger established the agency in 2008 by making over 400 telephone calls, claiming to vendors that he could get their brands into popular songs, then claiming to record labels that he could get brands to pay for promotions. In Kluger's words, "there's a bit of bullsh-----g you have to do to get in the door". He eventually got through to Steve Berman, head of marketing for Interscope Records, a label promoting bands such as The Pussycat Dolls. His first product placement was for a lingerie manufacturer whose branding is displayed on a shopping bag of cash in a one-second appearance in Lady Gaga's music video "Beautiful, Dirty, Rich".
An advertisement for Plenty of Fish in 2010 Lady Gaga/Beyoncé Knowles video "Telephone" yielded a 20% increase in traffic to the site in the month following the song's release. Plenty of Fish has also placed paid promotions in Jason Derulo’s “Ridin' Solo” and Akon/Flo Rida’s “Available”, according to a Forbes magazine blog which estimates placement deals bring in $10 million a year for Kluger as its cut of revenue from "roughly 100 videos and five or six songs per year". BusinessWeek estimates advertisers pay $40,000 to $250,000 per placement, of which Kluger retains up to 23%. Placing a brand into the song's lyrics may cost a half-million dollars or more.
The Kluger Agency has worked with a range of stars including Akon, Jason Derulo, Drake, Lady Gaga, Keri Hilson, Beyoncé Knowles, Jennifer Lopez, Flo Rida, Britney Spears, DJ Khaled, LMFAO, Kesha, Uncle Kracker, Rick Ross, T-Pain, Timbaland, Lil Wayne, Christina Aguilera, and Eminem.
"Brand-dropping"
The Kluger Agency coined the term "brand-dropping" to describe the product placement of brands into song lyrics or visual representations during a music video. According to the agency's founder, the process involves finding places where a musical artist is likely to mention a specific product in their song, and to match this with companies that produce those products. The process tries to integrate product placement and song writing, in order to create an unnoticeable form of advertising that preserves artistic integrity but also provides the artist with additional revenue from their work.
Kluger has stated that, "At the end of the day, since sales are down and pirating is up, a lot of company’s budgets for videos are down ... So in order for the artist to support their vision, a lot of times they need a brand to come onboard to help support it financially." Kluger claims product placements allow performers to monetise the ongoing copyright infringement of their works as "obviously if the song is pirated, the lyrics aren’t going to change” and provide musicians with a larger budget to produce music videos.
Reactions and reviews
See also: Product placement § Music and recording industriesIn 2008, the agency was criticized in a Wired magazine blog post after it was alleged that they had sent an unsolicited email offering to place advertising for Double Happiness Jeans in a Pussycat Dolls tune. The company was virtual and not intended to represent a viable commercial product; the project was a collaboration between Jeff Crouse of the Anti-Advertising Agency and Stephanie Rothenberg, and was intended to be a critical piece.
Britney Spears's music video for "Hold It Against Me", which incorporates placements by The Kluger Agency for clients including Plenty of Fish, was described by TMZ as containing a half-million dollars in advertising and negatively reviewed by Vanity Fair. A Washington Post review described the video as an "infomercial" with "undisguised, un-subtle in-video brand cameos". According to The Hollywood Reporter in 2012, Christina Aguilera's inclusion of the psychic hotline Oranum in her music video Your Body led to a 450% increase in the social media following of Oranum within the span of a few days.
References
- Russell, Joel (7 November 2010). "Agency cues lyricists to name-drop brands". LA Business Journal. Retrieved 2012-08-07.(registration required)
- Glenn Peoples (February 25, 2011). "Katy Perry's Twitter Tirade About Product Placement: An Executive Weighs In". Billboard Magazine. Retrieved November 6, 2013.
- ^ "The Recording Industry's Piracy-Proof Business Plan". Forbes. 2012-04-18. Retrieved 2012-08-07.
- ^ "He Puts the Soda in Pop Songs". Businessweek. 2010-12-02. Archived from the original on December 6, 2010. Retrieved 2012-08-07.
- ^ Rebecca Ford (October 2, 2012). "The Story Behind the Psychic Hotline in Christina Aguilera's 'Your Body' Music Video". The Hollywood Reporter. Retrieved October 3, 2012.
- ^ David Castillo (March 11, 2009). "The Secretive World Of Product Placement: Branding Strategies of the Future". Product Placement News. Archived from the original on February 5, 2019. Retrieved September 27, 2012.
- ^ Van, Eliot (2008-09-19). "Products Placed: How Companies Pay Artists to Include Brands in Lyrics | Listening Post". Wired.com. Archived from the original on November 7, 2018. Retrieved 2012-08-07.
- "BLOG: "Don't cha wish your website was hot like this?"". MusicRadar. 2008-09-23. Retrieved 2012-08-07.
- "Britney Spears Scores Six-Figures Off Music Video". TMZ.com. Feb 22, 2011.
- Weiner, Juli. "PlentyOfFish.com, Get Out of Music Videos and Get Back to the Internet". Vanity Fair. Retrieved 2012-08-07.
- Kelly, Liz (2011-02-18). "Celebritology 2.0 - Britney Spears debuts 'Hold It Against Me' video/infomercial". Washington Post. Archived from the original on March 30, 2020. Retrieved 2012-08-07.