Brand Placement in Music Videos: Artists, Brands and Products Appearances in the Billboard Hot 100 from 2003 to 2016

Abstract

The aim of this paper is to analyze the presence of artists, brands and products in music videos in the best-selling songs; the Billboard Hot 100 from 2003 to 2016. Using a content analysis, we look at 420 music videos at the top of the chart and which artists had more placements, what kind of brands and products were more likely to be linked to music, and the ratio of appearances between placements, brands and products. Firstly, some artists repeatedly appeared at the top of the chart, thereby implying there is a high concentration of a few pop stars in the chart (Rihanna, Katy Perry, Beyoncé and Bruno Mars and Taylor Swift) and Chris Brown was the artist with the highest number of placements. Secondly, results show that Adidas, Nike and Chevrolet are the most brands placed.