Music videos will get an advertising after-life thanks to a partnership between the popular streaming platform Vevo and Mirriad, a company that has previously inserted ads into TV shows.
The deal, which Vevo planned to announce Monday night at its NewFront pitch to ad buyers, will let marketers retroactively insert their brands into music videos.
The first collaboration is Aloe Blacc’s video for “The Man,” which has accumulated nearly 8 million views on Vevo since its release in March. Levi’s has now been integrated as a billboard in the video where there was no such billboard before.
Artists and recording agencies will be part of the process and will have input as to whether or not a brand naturally fits into the video, according to Vevo.