Last week the new video from Rihanna, for her David Guetta collaboration, ‘Who’s That Chick?‘ (like Madonna’s ‘Who’s That Girl?’ – but minus the bad haircut and laboriously lame film) leaked online. Videos leaking early – whether unintentional or intentionally pushed by music labels – are nothing new. However, what was interesting about this particular video is that it doubles as a Doritos commercial.
Product placement in music videos is also nothing new - with Lady Gaga’s ‘Telephone’ recently stretching the use of in-video branding to new lengths. What’s interesting here is that Rihanna recently voiced her disgust at brand placements in videos.
"I don’t like things to be so commercial. I hate product placement in my videos. Videos should just tell the story of the song,” said the singer to NME back in April. “With product placement it becomes this big ad campaign. I just don't like that. Sometimes we have to, for whatever political reason, but it's never my first choice”. This hasn’t stopped the singer from aligning with Nokia in a high profile campaign as well as promoting Casio's Baby-G watches in her videos.
The singer is now left eating her words – as well as Doritos – as she is positioned centre stage in the chip brand’s upcoming campaign, which also features a host of global artists, such as Professor Green (London), Mor Ve Otesi (Istanbul), Teargas (Johannesburg), Down With Webster (Toronto) and Sensacional Orchestra Sonora (Sao Paolo).
Rihanna was swift to respond to the leak on Twitter, stating that there was a division between her work with the snack brand and her forthcoming album: “I don't want u to get confused...Doritos is in no way connected to LOUD”.
Doritos, on the other hand, were equally swift to capitalise on the leak: “You may have seen the leaked Rihanna music video for “Who’s That Chick?”. But that’s just the beginning. You’ve never seen an online music experience like this,” stated Doritos as it teased its upcoming platform online.
The full interactive Rihanna music video launches on 15th October. More details on the accompanying Facebook page.