Gaga over branding

Ukrainian vodka scores on musicvid clip

“Bad Romance,” You-Tube’s latest music video sensation, features pop culture and music phenom Lady Gaga contributing to a product placement first.

Propaganda Gem — an international product placement company with offices in Los Angeles, London, Geneva, Moscow and Asia — is overjoyed with the 73 million-and-counting hits the risque five-minute clip has scored.

The company placed Ukrainian vodka Nemiroff in the video, the first time an Eastern European product has been featured in a global video. In the clip, the pyramid-shaped bottled and logo of one of Ukraine’s premium vodkas are on prominent display as a scantily clad Lady Gaga and other assorted performers in various stages of undress dance, crawl and prance though eye-catching visuals to the catchy pop hit.

Ruben Igielko-Herrlich, Propaganda Gem’s CEO and founding partner, tells Variety: “Music is a very powerful emotional trigger — entertainment marketing could just as easily be called emotional marketing — which we believe is a critical factor in the perception and adoption of brands and products by potential customers.”

More Music

  • Katie Cassidy David Cassidy

    David Cassidy's Daughter Katie Shares Her Father's Last Words

    “Bad Romance,” You-Tube’s latest music video sensation, features pop culture and music phenom Lady Gaga contributing to a product placement first. Propaganda Gem — an international product placement company with offices in Los Angeles, London, Geneva, Moscow and Asia — is overjoyed with the 73 million-and-counting hits the risque five-minute clip has scored. The company […]

  • imagine dragons

    Imagine Dragons Rules TV Ads With 'Believer,' 'Thunder'

    “Bad Romance,” You-Tube’s latest music video sensation, features pop culture and music phenom Lady Gaga contributing to a product placement first. Propaganda Gem — an international product placement company with offices in Los Angeles, London, Geneva, Moscow and Asia — is overjoyed with the 73 million-and-counting hits the risque five-minute clip has scored. The company […]

  • Songs for Screens Powered by Mac

    Songs For Screens: Active Child Offers Woke Spiritualism; Sonos Hosts A Deee-Lite-ful Dance Party

    “Bad Romance,” You-Tube’s latest music video sensation, features pop culture and music phenom Lady Gaga contributing to a product placement first. Propaganda Gem — an international product placement company with offices in Los Angeles, London, Geneva, Moscow and Asia — is overjoyed with the 73 million-and-counting hits the risque five-minute clip has scored. The company […]

  • Tommy Keene, Singer-Songwriter, Dies at 59

    Tommy Keene, Power-Pop Singer-Songwriter, Dies at 59

    “Bad Romance,” You-Tube’s latest music video sensation, features pop culture and music phenom Lady Gaga contributing to a product placement first. Propaganda Gem — an international product placement company with offices in Los Angeles, London, Geneva, Moscow and Asia — is overjoyed with the 73 million-and-counting hits the risque five-minute clip has scored. The company […]

  • Hand out image - Free of

    Philanthropy at the Core of Scooter Braun's Business

    “Bad Romance,” You-Tube’s latest music video sensation, features pop culture and music phenom Lady Gaga contributing to a product placement first. Propaganda Gem — an international product placement company with offices in Los Angeles, London, Geneva, Moscow and Asia — is overjoyed with the 73 million-and-counting hits the risque five-minute clip has scored. The company […]

  • Bruno Mars

    Hitmakers: From Beyonce to Kim Kardashian, the Stars Are All About Bruno Mars

    “Bad Romance,” You-Tube’s latest music video sensation, features pop culture and music phenom Lady Gaga contributing to a product placement first. Propaganda Gem — an international product placement company with offices in Los Angeles, London, Geneva, Moscow and Asia — is overjoyed with the 73 million-and-counting hits the risque five-minute clip has scored. The company […]

  • Record Store Day

    Record Store Day (Black Friday) Gotta-Haves: U2, Paul McCartney, Grateful Dead, Fleet Foxes, More

    “Bad Romance,” You-Tube’s latest music video sensation, features pop culture and music phenom Lady Gaga contributing to a product placement first. Propaganda Gem — an international product placement company with offices in Los Angeles, London, Geneva, Moscow and Asia — is overjoyed with the 73 million-and-counting hits the risque five-minute clip has scored. The company […]

More From Our Brands

Access exclusive content