Earlier this week, singer Marina Diamandis took to Twitter to ask the world what the consensus was on product placement in music videos. To which Katy Perry responded:
“do it w/style & grace…Not so in ur face like some. U hv to get creative w/it. Some artists don’t care tho, & u can tell.”
Many people (including myself) took that Tweet to mean that Katy was dissing our beloved Britney Spears for her video “Hold It Against Me.” In the video, we see Britney holding her own perfume, Radiance, with companies like Make Up Forever, online dating site Plenty of Fish and Sony featured as well. Reportedly, she earned a whopping $500,000 for all the product placements.
Katy cleared up the confusion, or at least tried to, on Twitter:
“Dear tabloid media aka FILTH: pls note I expressed an overall feeling bout product placement, their roles in vids & the art of them being… complimenting or sticking out. Most, if not ALL popsters welcome deals w/products 2 offset costs of big budget vids in these recessional… music industry times.”
“I’VE used them in MY vids before & am happy 2b able 2 make a better vid because of. Once AGAIN, stop pitting artists…against artist for ur sensational satisfaction & stick to what ur best @: lying, gossiping, exaggerating & overall lending a hand 2 the… …deterioration of a generation.”
Now, Katie. I understand that you feel as if the media has taken something out of context and “pitted” you against Britney. But listen, you wrote a Tweet criticizing product placement in music videos DAYS after her video was released. We didn’t need your crazy rant about the media. We needed a clear explanation. Thanks, though. We will Hold It Against YOU.