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Britney Spears' "Hold It Against Me" Video Continues the Product Placement Trend

Michael Santo's picture

Britney Spears' "Hold It Against Me" video premiered Thursday night at 9:55 PM EST on MTV and on the Web, and featured the typical frenetic Britney video many expected, but it also featured something else viewers should expect more of going forward: product placement.

Front and center in the Britney Spears "Hold It Against Me" video was her own product. Near the beginning, viewers get an excellent shot of her Radiance fragrance. That probably shouldn't shock many, but there the video was full of short, little shots of products, although some were much longer and obvious.

The website was of primary focus in the video. has made other appearances in recent music videos, including Lady Gaga's “Telephone,” which also featured multiple brands in addition to Plenty of Fish, which is a dating site.

It's ironic that the similarity between Spears and Gaga's videos would not be music, excitement, or length, but instead product placement. Plenty of Fish told the New York Times that although there was criticism over the "Telephone" placements, it also saw a spike after the video.

Adam Kluger, chief executive at the Kluger Agency has arranged the placements for Plenty of Fish. He told the New York Times that "the futuristic theme of Spears’ video and the appearance of on a screen of a computer that she is on suggest that 'online dating is the future.'"

Other products that were featured in the Britney Spears "Hold It Against Me" video were Sephora cosmetics, and a number of Sony products. It's unclear which of these placements were paid, and which were not, but it is confirmed that the Plenty of Fish website placement was.

Paid product placements have long been popular in movies, but they have also become popular in TV shows, as well. With the advent of the DVR, ad skipping is common, but viewers can't skip an in-show product placement. The Times went on to say that product placement and even lyrics centered around products will continue or perhaps even increase as the revenue from music sales continues to decline, giving performers another stream of income.

Spears song will be featured on her new album, "Femme Fatale." The new album 'Femme Fatale' is slated for release on March 29.

You can watch the clean version of "Telephone" and "Hold It Against Me" below: look for the Plenty of Fish placements ... and others.

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