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Top 10 visible Brands in music: Q2 2014

A look at the most visible Brands in the 219 music videos’ whose songs have charted in the Billboard Weekly Hot 100.

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Concave Brand Tracking records all Brand sightings and mentions across entertainment, including all songs and music videos that chart in Billboard’s weekly Hot 100. This data is used to compare Brands to their competitors, not only in terms of visibility, but also in terms of Brand portrayal.

Since the first week of 2014, 262 different songs have charted in Billboard’s weekly Hot 100. As of the end of June, 219 of these have had official music videos released onto the artists’ official YouTube channels. Collectively, these have received close to 9 billion views in the 1st half of 2014, of which over 5 billion occurred in the 2nd quarter.

Of the 219 music videos, 84% featured at least one recognizable Branded product. Concave Brand Tracking has recorded over 400 different Brands in these videos and has ranked the 10 most visible ones in the 2nd quarter of 2014.

For our report on the 1st quarter of 2014 please click here.

Our ranking is determined based on the following criteria:

– how many videos a Brand has appeared in
– how many YouTube views those videos have received
– how much screen time a Brand received in those videos
– whether a Brand’s logo or name is shown
– how visible the product is when on screen

As well as visibility measurements, Concave Brand Tracking records contextual information of Brand appearances such as associated individuals, location, use and values. Using this, we will explain how each of these 10 Brands are portrayed, as well as why they are ranked highly for visibility.

Since Q1 we have seen two Brands drop out of the Top 10 and consequently two new Brands enter it. Whilst some Brands are still being seen thanks to older videos that are still garnering millions of views, others have been boosted by popular new releases in the past 4 months. Because of this, we have a new #1 most visible Brand for the 2nd quarter of 2014.

#10 Dodge

(⤊ new entry since Q1)

 

dodge logo

 

music videos: 6 (⤊ from 4 in Q1)         Q2 total YouTube views: 136 336 995 (⤊ from 3m in Q1)

 

total screen time: 2 minutes 37 seconds (⤊ from 1 minute 18 seconds in Q1)

 

most visible appearance: SUMMER by Calvin Harris

 

logo visibility: low         main product: cars          product visibility: 92% subtle, 8% background

 

dodge header

Why?

In 10th place we find Dodge, our first new entry into the Top 10. The Chrysler Group Brand has substantially increased its visibility since Q1 through the clear product placement of its Durango in Eminem’s HEADLIGHTS as well as the four classic Dodge cars appearing in Calvin Harris’ SUMMER.

How is the Brand portrayed?

The two aforementioned appearances exemplify the current situation of many American car manufacturers, in the sense that they are pushing new models through commercial agreements whilst the majority of their presence is still due to organic appearance of older models. Indeed, all the models seen in SUMMER are from 1971 or earlier in contrast to the 2014 Durango in HEADLIGHTS.

In terms of context, Dodge is shown as a transport vehicle used in a casual manner by Eminem and as a racing car in SUMMER. However, despite these differences, both videos portray the Brand as cool.

When observing the demographics, Dodge is exclusively shown being used by white individuals and the only female association comes Riley Keough driving a Dodge W-Series in Justin Timberlake’s TKO.

Follow Concave Brand Tracking’s board Dodge on Pinterest.

#9 Cadillac

(⤋ from #3 in Q1)

 

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music videos: 10 (⤊ from 7 in Q1)        Q2 total YouTube views: 120 million (⤊ from 50m in Q1)

 

total screen time: 4 minutes 32 seconds (⤊ from 4 minutes 5 seconds in Q1)

 

most visible appearance: WHITE WALLS by Macklemore & Ryan Lewis

 

logo visibility: high          main product: cars          product visibility: 6% close-up, 47% background

 

header

 

Why?

 

Cadillac falls from #3 as the 2 main videos that carried it last quarter lose viewership momentum. WHITE WALLS by Macklemore & Ryan Lewis and WORST BEHAVIOUR by Drake both featured Cadillac very prominently and combined over 22 million views last quarter but only about 11 million in Q2.

SUMMER by Calvin Harris  has brought some new visibility in Q2 with a Fleetwood (1995) appearing on screen for 7 seconds. Yet, as this is nowhere near the exposure that Cadillac got in WORST BEHAVIOUR and WHITE WALLS, it inevitably falls in this ranking.

 

How is the Brand portrayed?

 

Even though WORST BEHAVIOUR and WHITE WALLS are not being viewed as much as in Q1, they still make up 98% of Cadillac’s visibility. Thus, its portrayal remains quite unchanged, that of an old school status symbol.

Follow Concave Brand Tracking’s board Cadillac on Pinterest.

#8 Chevrolet

(⤊ from #9 in Q1)

 

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music videos: 30 (⤊ from 20 in Q1)       Q2 total YouTube views: 232 million (⤊ from 77m in Q1)

 

total screen time: 7 minutes 29 seconds (⤊ from 5 minutes 28 seconds in Q1)

 

most visible appearance: MOVE THAT DOPE by Future

 

logo visibility: medium          main product: cars          product visibility: 9% close-up, 75% subtle

 

header

 

Why?

 

Chevrolet still has the longest total screen time and the 3rd highest number of videos in which it appears, but remains low in our ranking due to these videos having relatively few views. Of the 30 music videos in which Chevrolet vehicles appear, SUMMER by Calvin Harris was the only one to achieve over 20 million views. Also, Chevrolet’s 9 seconds of screen time in this video was dwarfed by Dodge’s 55 seconds.

 

How is the Brand portrayed?

 

In Q1 we noted that Chevrolet’s portrayal was quite different between Country and Hip hop. This contrast still stands but with some overlaps. Also, Pop videos seemingly parallel Hip hop views on Chevrolet rather than Country.

 

In Country videos, Chevrolet continues to be associated with driving, tailgating, road trips (e.g. BEACHIN’ by Jake Owen), and cross-country use (e.g. HELLUVA LIFE by Frankie Ballard) in addition to romance, friendship (e.g. WE ARE TONIGHT by Billy Curringtonand fun.

 

Most Hip hop videos that feature Chevrolet vehicles show them in an urban environment and portray them as cool. It is worth noting that MOVE THAT DOPE by Future, which contributes the most to Chevrolet’s visibility, associates an Express (2007) with crime as it is chased by the police throughout the video.

Another association is with racing. Both SUMMER by Calvin Harris and LETTIN’ THE NIGHT ROLL by Justin Moore show Chevrolets in rural street races.

 

Finally Chevrolet is associated with females 34% of the time (e.g. Miranda Lambert in AUTOMATIC), which is much more than Dodge (20%) or Cadillac (10%).

Follow Concave Brand Tracking’s board Chevrolet on Pinterest.

#7 Beats by Dre

(⤄ from Q1)

 

beast logo

 

music videos: 23 (⤊ from 12 in Q1)        Q2 total YouTube views: 386 million (⤊ 235m in Q1)

 

total screen time: 3 minutes 16 seconds (⤊ from 1 minute 41 seconds in Q1)

 

most visible appearance: 23 by Mike WiLL Made It

 

logo visibility: high           main product: headphones and speakers          product visibility: 11% obvious, 55% subtle

 

beats header

 

Why?

 

Like with many other Brands it featured, 23 by Mike WiLL Made It is still the biggest contributor to Beats by Dre’s YouTube views. Apart from 23 and The Chainsmokers’ #SELFIE, which only features a pair of Beats headphones in passing, no other music video that show Beats by Dre products received more than 30 millions views in Q2. As a result, despite seeing its screen time increase by 85%, Beats by Dre had the 2nd lowest increase in YouTube views from Q1 to Q2.

 

Please note that Beats by Dre and Beats Music are tracked separately. Beats Music is the 30th most visible Brands, between New Era and Yamaha. If Beats by Dre and Beats Music were considered one Brand they would be the 4th most visible Brand.

 

How is the Brand portrayed?

 

Just as Beats by Dre recently shifted its product placement power towards the Pill, it has now focused on its Pill XL. Indeed, 4 of the 9 new videos in Q2 featured close-ups of a black Pill XL. Speakers now make up almost 50% of Beats by Dre’s presence in music videos.

 

Beats by Dre products continue to have a varied presence in terms of genre as they appear in country (e.g. DRUNK ON A PLANE by Dierks Bentley), pop (e.g. SING by Ed Sheeran), hip hop (e.g. STUDIO by ScHoolboy Q) and EDM (e.g. STAY THE NIGHT by Zedd). This results in a variety of portrayals from the Pill XL being used for a beach party in DAY DRINKING by Little Big Town to Beats headphones being worn by Charley Bagnall whilst playing poker in Rixton’s ME AND MY BROKEN HEART. One consistent element is that the speakers are almost always associated with mobile phone wireless connectivity and the Beats Music app.

 

In terms of demographics, Beats by Dre is associated with white individuals 38% of the time and black individuals the remaining 62% of the time. In regards to gender, with 26% of individuals associated with Beats by Dre being female, it is just above the overall average of 22% for this measure. Finally, the youngest associated person with Beats by Dre is Ed Sheeran (23 this year) and the oldest is Eminem (42 this year) with the average associated individual being 31.

Follow Concave Brand Tracking’s board Beats on Pinterest.

#6 Versace

(⤋ from #2 in Q1)

 

logo

 

music videos: 17 (⤊ from 11 in Q1)        Q2 total YouTube views: 413 million (⤊ 319 million in Q1)

 

total screen time: 5 minutes 56 seconds (⤊ from 3 minutes 28 seconds)

 

most visible appearance: 23 by Mike WiLL Made It

 

logo visibility: low          main product: sunglasses and jewelry         product visibility: 79% subtle, 6% discreet

 

header versace

 

Why?

 

Five new videos in Q2 show Versace products, but its visibility is still mostly due to 23 by Mike WiLL Made It, which featured it on screen for more than a minute and gained over 50 million views in Q2. Whilst the 5 new videos add up to more than 2 minutes of screen time for Versace, they only received 53 million views between them. As a result Versace has seen the smallest increase in YouTube views (21%) from Q1 to Q2.

 

How is the Brand portrayed?

 

We observed last quarter that most of Versace’s portrayals in music videos were quite distant from how the Italian Brand markets itself. Q2 started with the release of Lady Gaga’s G.U.Y., which featured the Brand’s latest swimsuit collection worn by male models in a context much closer to Versace’s values. However, this was not a sign of things to come, as every other appearance by Versace was much more like 23 than G.U.Y. Indeed, Versace continues to be associated with coolness, going out, bling and used to convey luxury rather than being shown in a luxurious context. This was further illustrated in Nicki Minaj’s PILLS N POTION video in which The Game wore a Versace belt along with Air Jordan shoes, G-Star RAW jeans and Calvin Klein underwear, whilst showing off his extensive tattoos. So, Versace is still a very cool Brand, but its music video contexts are very different from what is conveyed in their marketing which emphasizes fashion, luxury and sophistication.

 

Versace is associated 22% of the time with a female, which is exactly the average for all Brands. However, this is solely due to Miley Cyrus who wears the Brand extensively in both 23 by Mike WiLL Made It and Feelin’ Myself by will.i.am.

Follow Concave Brand Tracking’s board Versace on Pinterest.

#5 Ray Ban

(⤊ from #8 in Q1)

 

ray ban logo

 

music videos: 21 (⤊ from 14 in Q1)        Q2 total YouTube views: 459 million (⤊ from 157m in Q1)

 

total screen time: 4 minutes 27 seconds (⤊ from 3 minutes 9 seconds)

 

most visible appearance: RAP GOD by Eminem

 

logo visibility: medium          main product: sunglasses          product visibility: 95% subtle

 

ray ban headert

 

Why?

 

Ray Ban combines good visibility with appearances in some very popular videos. Indeed 95% of Ray Ban’s screen time is subtle with its logo being discernible 45% of the time. Furthermore, Ray Ban sunglasses appear in #SELFIE by The Chainsmokers, FANCY by Iggy Azalea and WIGGLE by Jason Derulo, which have all received over 80 million views each in Q2.

 

How is the Brand portrayed?

 

Ray Ban continues to be shown across a variety of contexts, from Eric Church’s heartfelt GIVE ME BACK MY HOMETOWN to Jason Derulo’s humorous summer hit WIGGLE. This variety is not only found in the genre of music where Ray Bans are found but also in the demographics of individuals associated to them. Ray Bans are worn 29% of the time by females (higher than the 22% average for all Brands), they are worn by asian, black, latino and white individuals (only Nike is more diverse), as well as teenagers (e.g. #SELFIE) and artists in their 40s (e.g. Jennifer Lopez and Jimi Westbrook).

 

Another trend that has been noted is that of Ray Bans being associated with female sexyness and as a result, male attraction. I LUV YA PAPI by Jennifer Lopez, MAIN CHICK (REMIX) by Kid Ink, NA NA by Trey Songz, SUNNY AND 75 by Joe Nichols and WHITE WALLS by Macklemore & Ryan Lewis all feature female individuals whom are meant to look sexy whilst wearing Ray Ban sunglasses.

Follow Concave Brand Tracking’s board Ray Ban on Pinterest.

#4 Nike

(⤊ from #6 in Q1)

 

nike logo

 

music videos: 34 (⤊ from 23 in Q1)        Q2 total YouTube views in Q2: 887 million (⤊ from 540m in Q1)

 

total screen time: 4 minutes 13 seconds (⤊ from 2 minutes 37 seconds in Q1)

 

most visible appearance: WE ARE ONE by PITBULL

 

logo visibility: high           main product: shoes and sportswear          product visibility: 80% discreet, 4% obvious

 

nike header

 

Why?

 

Nike continues to have a widespread presence with the 2nd highest number of videos in which it appears, but now trails its major competitors for total YouTube views. We do not find it higher than #4 because Nike continues to have a very high % of discreet visibility, meaning very little attention is given to its products, despite them being on screen often.

 

How is the Brand portrayed?

 

Much like in Q1, Nike’s portrayals are roughly split between sporty and cool associations.

On the one hand, WE ARE ONE and its 150 million views strongly associate Nike with soccer and sports in general, just as LOVE NEVER FELT SO GOOD by Michael Jackson and Justin Timberlake does the same with dancing. But many new videos, such as WIGGLE by Jason Derulo or HEADLIGHTS by Eminem, as well as older ones, including STORY OF MY LIFE by One Direction or CONFIDENT by Justin Bieber show Nike with no connection to sports, but as cool and sometimes fashionable footwear.

 

Nike has seen a slight increase (13% up from 10%) in its female association mainly through background extras, but it still has one of the lowest such association of our Top 10. Indeed, no female artists have yet worn Nike products in videos that have charted in the Hot 100 in 2014. In contrast, Adidas have been worn by Iggy Azalea, Air Jordan shoes by Miley Cyrus and Diadora by Katy Perry.

 

However, whilst Nike might not be shown associated with diverse individuals in terms of gender, it is the most diverse in terms of ethnicity. This year, a range of ethnically diverse artists, including Eminem (white), Future (black), Zayn Malik (pakistani), Tyga (mixed jamaican/vietnamese) and French Montana (north african), have worn Nike in their music videos in 2014.

Follow Concave Brand Tracking’s board Nike on Pinterest.

#3 Air Jordan

(⤋ from #1 in Q1)

 

logo

 

music videos: 15 (⤊ from 11 in Q1)        Q2 total YouTube views in Q2: 413 million (⤊ from 243m in Q1)

 

total screen time: 4 minutes 17 seconds (⤊ from 3 minutes 50 seconds in Q1)

 

most visible appearance: 23 by Mike WiLL Made It

 

logo visibility: high          main product: shoes          product visibility: 3% close-up, 77% discreet

 

header air jordan

 

Why?

 

Air Jordan, which was the most visible Brand in Q1 did not appear predominantly in any new videos this quarter, but it remains high on our list because its appearance in 23 by Mike WiLL Made It gained over 53 million views in Q2. Videos such as Eminem’s HEADLIGHTS or Nicki Minaj’s PILL N POTIONS feature Jordan sneakers but nowhere near as visibly as in 23, which dedicated well over a minute of screen time to the Jumpman sneakers.

 

How is the Brand portrayed?

 

Last quarter we saw that despite Air Jordan being built on the image of a great athlete, the Brand was actually more associated with fashion, coolness and casual wear than sports. Whilst 23, which does link the Brand with sports, continues to account for most of Air Jordan’s visibility, new videos such as HEADLIGHTS and PILLS N POTIONS show their sneakers worn with no association to sports whatsoever. However, GOOD KISSER by Usher and NO MEDIOCRE by T.I. do show individuals wearing Jordans, respectively, for dancing and to play soccer.

Follow Concave Brand Tracking’s board Air Jordan on Pinterest.

#2 Adidas

(⤊ new entry since Q1)

 

adidas logo

 

music videos: 30 (⤊ from 22 in Q1)        Q2 total YouTube views: 948 million (⤊ from 178m in Q1)

 

total screen time: 4 minutes 14 seconds (⤊ from 2 minutes  2 seconds in Q1)

 

most visible appearance: WE ARE ONE by PITBULL

 

logo visibility: low           main product: shoes          product visibility: 25% background, 70% discreet

 

adidas header

 

Why?

 

Adidas was one of the surprising Brands absent from last quarter’s Top 10 but has shot up our ranking in Q2 for two reasons: the FIFA World Cup and Iggy Azalea. Pitbull’s official World Cup Song and Iggy Azalea’s WORK and FANCY videos, which all feature Adidas products, received 280 million views in Q2 between them. Adidas still remains quite a discreet Brand with low logo visibility, but with close to a billion YouTube views for videos that feature it, it emerges as the 2nd most visible Brand in music videos for the 2nd quarter of 2014.

 

How is the Brand portrayed?

 

Much like Nike, Adidas’ portrayal is one of both a sports and a fashion Brand.

 

In WE ARE ONE, Adidas is pitted against its main rival Nike as both receive about as much screen time as the other in the midst of footage of the greatest soccer tournament in the world. Adidas’ association to soccer is further reinforced with Enrique Iglesias kicking a ball around in a pair of their trainers in BAILANDO, which received over 140 million views in Q2. Adidas is also associated with working out in BRAVE by Sara Bareilles, American football in LETTIN’ THE NIGHT ROLL by Justin Moore, tennis in FANCY by Iggy Azalea and martial arts in HANGOVER by PSY.

 

Adidas is shown in a context of fashion or casual wear in many videos such as MOVE THAT DOPE by Future, HEADBAND by B.o.B as well as both WORK and FANCY by Iggy Azalea.

 

Dancing is also an important part of Adidas’ portrayal as it is seen on the feet of backup dancers in many videos such as GOOD KISSER by Usher or LOVE NEVER FELT SO GOOD by Michael Jackson and Justin Timberlake.

 

Finally, Adidas is the 2nd most female-friendly Brand of our Top 10, with 37% of its screen time being associated with women. This is a big contrast with Nike who is only associated with women 13% of the time.

Follow Concave Brand Tracking’s board Adidas on Pinterest.

#1 Apple

(⤊ from #4 in Q1)

 

apple logo

 

music videos: 35 (⤊ from 18 in Q1)        Q2 total YouTube views: 636 million (⤊ from 239m in Q1)

 

total screen time: 5 minutes 49 seconds (⤊ from 2 minutes 59 seconds in Q1)

 

most visible appearance: #SELFIE by The Chainsmokers

 

logo visibility: low          main product: mobile phones         product visibility: 9% close-up, 42% subtle

 

apple header

 

Why?

 

Now appearing in 35 videos, more than any other Brand, Apple is now the most visible Brand for Q2. This new exposure is much the same type as in Q1, with Apple products being mostly used as canvases for other Brands. Indeed, 18 of Apple’s appearance were iPhones or iPads used for apps such as Ashley Madison, Youtube, Twitter but most of all, Beats Music. Apple iPhones account for 78% of all mobile phone appearances in 2014, followed by Samsung with 13%.

 

How is the Brand portrayed?

 

Whilst app use is what it is mainly shown for, Apple has also appeared in two new videos in Q2 in which an iPhone is used for a selfie. Meanwhile, The Chainsmokers’ #SELFIE, which shows young individuals predominantly using Apple phones for their selfies, has gained an extra 119 million views since the end of Q1.

 

Whilst mobile phones make up most of Apple’s visibility in music videos, Apple laptops have also appeared in 4 videos. Of these, 3 show the laptops being used professionally in a musical context (e.g. BIRTHDAY by Katy Perry, LET HER GO by Passenger).

 

Finally, Apple is also the most balanced Brand in terms of gender association with a female/male ratio of 52/48. As we have seen, Brands in this year’s music videos are much more associated with males, as the average for Brand male association is 78% of the time. Furthermore, as none of the other Top 10 Brands are associated with females more than 37% of the time, this demographic element is a considerable differentiating element for Apple.

Follow Concave Brand Tracking’s board Apple on Pinterest.

Concave Brand Tracking

Whether you work for a global Brand or write about them, do not hesitate to contact us at info@concavebt.com if you would like to learn more about our methodology, data or the services we provide.