We all know that a capital P at the start of a programme means there will be some product placement, but now a new website has been designed to help you find items that appear in music videos.
Blingby is the brainchild of Marcia Favale, who describes the website as an ‘online entertainment and lifestyle platform’.
It allows viewers to literally shop the lifestyle in videos by providing links to products and information about the area.
So how can you use Blingby?
So take for example Taylor Swift’s video ‘Wildest Dreams’, shot in Botswana. When you watch it through the Blingby website you’ll see links on how to book trips to the national park in which she is filming.
There will also be tagged items that you can buy, or tickets to Taylor Swift concerts, or links where you can buy the apparel she is wearing.
Or how about Pharrell William’s Happy video. You’ll find products such as his iconic hat, but also alternatives.
“We want to revolutionise consumer behaviour driven by visual entertainment. It is not just about buying a dress or shoes it about the experience,” Favale explains.
So how does Blingby work?
Each music video is given a storyboard and from this, Blingby is able to identify products and areas that would be of significant interest to a consumer.
Once this has been done, every aspect of a music video is then prepared with a process called ‘bbtagging’. Products are tagged with links to external websites where you can then purchase the product or book travel arrangements.
Users then hover over a product, such as Rihanna’s lipstick, a sofa in a Selena Gomez’ video, or Katy Perry’s necklace. They can then find out where to purchase an exact copy or even a cheaper replica.
Getting cheaper alternatives is important to Favale, as she wants to appeal to all sections of society.
Users can also suggest videos to be tagged, which means that new artists could get valuable exposure.
Buying the look is not a new concept. ASOS (As Seen On Screen) were the forerunners of getting products that the rich and famous had worn to the public. Now of course there is Pinterest. But founder Favale doesn’t think that people should have to spend hours scouring the internet, trying to find one item.
She believes that they should be sold, automatically alongside the release of the video.
“People watch a video to be seduced visually, otherwise they would just go on Spotify,” says Favale.
“You can even buy the kettle from Adele’s Hello video – we’ve seen that consumers are genuinely interested in these things.’’
There are some critics that say this instant copying of a style or look means the end of creativity. Especially for up and coming artists who only have to look at a new video to be able to immediately copy a new look from someone else.
But Favale argues that she is merely tapping into a consumer need that is already out there. People see products via videos and want to buy them, it’s as simple as that. All she is doing is providing the platform.
We have to say we love it!