The Kluger Agency
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The Kluger Agency is an entertainment advertising firm, founded in 2006, specialising in product placement and brand integration within the music industry. The Agency was originally established by Adam Kluger who currently acts as the head of brand partnerships. The agency has been noted for driving the product placements of various auto manufacturers and beverage brands into the lyrics and music videos of popular songs.[1]
| File:Kluger 4.jpg | |
| Company type | Private |
|---|---|
| Industry | Advertising, Music |
| Founded | 2006 |
| Headquarters | Beverly Hills, California |
Key people | Adam Kluger, Head of Brand Partnerships |
| Website | klugeragency.com (Adobe Flash required) |
Company Description
The Kluger Agency specializes in a growing segment of advertising that involves product placement in popular music. The agency has been noted for turning product mentions in lyrics from a natural element of music to a paid marketing strategy for several major European and US brands. Some of the types of brands include sneakers, cars, mobile phones, beverages, and social networking web sites.[2]. Popular music acts known to have a relationship with the company include popular artists such as Mariah Carey, Ludacris, Lady GaGa, Flo Rida, Eminem, The Pussycat Dolls, T-Pain, Akon, Lil Wayne, Maino, Keri Hilson, and Black Eyed Peas. [3][4] Interscope Geffen,Island Def Jam Records, and Atlantic Records are among the various record labels working with the agency.[2]
The Kluger Agency, particularly agency front-man Adam Kluger, is known for being playfully intolerant when questioned about trade secrets by the press. Kluger has been noted as coining the term 'brand-dropping' to refer to product placement activities in the lyrics of popular songs.[5], used similarly to 'name dropping'. When questioned by Spin Magazine about secretive upcoming campaigns the agency is working on, Mr. Kluger was quoted sarcastically stating "Matisyahu will be brand-dropping Passion of the Christ in his next single". Kluger was also quoted stating that in two years time the total cost of production on most albums will be covered solely by brand dollars in exchange for marketing campaigns within the lyrics and videos of popular music.
Anti Advertising Advocates
On 19 September 2008 Wired News reported that a Kluger Agency staff member approached Jeff Crouse of Double Happiness Jeans attempting to initiate a "brand integration campaign" with the company[6], offering to help place the company's brand into an upcoming music production.
However, Double Happiness Jeans was a fake brand created by Crouse—a partner at the grassroots Anti Advertising Agency—as an art project for the Sundance Festival, and the email was subsequently posted to the Anti Advertising Agency criticising The Kluger Agency and its practices.
Since that time, an official from The Kluger Agency has denied the email was sent and that the information posted by the Anti-Advertising Agency was fabricated as a way to promote the AAA's blog[7].
References
- ^ http://jacuzzikillers.com/music/product-placement-in-music-ludacris-mgmt-soulwax/
- ^ a b Tal Pinchevsky (Jun 03, 2009 3:00 pm). "When Bands and Brands Collide".
{{cite web}}: Check date values in:|date=(help) - ^ "Branding Pop Culture, The Kluger Agency Connects Lady GaGa and Vixens Visions" (html). 2008-08-06. Retrieved 2008-09-25.
{{cite web}}: Unknown parameter|pub=ignored (|publisher=suggested) (help) - ^ Jerald Zimmer (March 10, 2009). "The Secretive World Of Product Placement: Branding Strategies of the Future".
{{cite web}}: Unknown parameter|pub=ignored (|publisher=suggested) (help) - ^ "Mission accomplished, advertisers win?".
- ^ Eliot Van Buskirk (2008-09-19). "Products Placed: How Companies Pay Artists to Include Brands in Lyrics" (html). Retrieved 2008-09-25.
{{cite web}}: Unknown parameter|pub=ignored (|publisher=suggested) (help) - ^ "Product placement in songs: This note's for you (for a fee)".
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