Brands are about to ruin music videos from the past

See the original posting on The Verge

Product placement in music videos is about to get even more annoying: new sponsors are going to start getting edited into old videos. Universal Music Group, the music giant with artists including Kanye West and Taylor Swift, is going to start using a technology that will allow music videos to be continually updated after their release — for instance, a soda can in a video might read “Pepsi” one week and “Coke” the next. Aside from allowing advertisers to sponsor a video for limited periods of time, the technology will also allow UMG to target different versions of a video to viewers with different interests.

Continue reading…