Giving a shout out to Seagram's gin: Extent of and attitudes towards brands in popular songs

Federico De Gregorio, Youngjun Sung

Research output: Contribution to journalArticle

17 Citations (Scopus)


Two exploratory studies were conducted regarding the extent of and attitudes towards brands in popular songs. A longitudinal analysis of 3476 top 10 songs from 1955 to 2002 reveals an increase in brand mentions over the five decades, with a noticeable spike beginning in 1995, and the dominance of automotive, alcohol, and fashion brands. A survey of consumers indicates that respondents perceive music placements less positively than film placements, yet not negatively overall. Furthermore, they consider hip-hop/rap as the most appropriate music genre for brand placement, followed by pop and country. Implications and directions for research on this under-studied area are provided.

Original languageEnglish
Pages (from-to)218-235
Number of pages18
JournalJournal of Brand Management
Issue number3
Publication statusPublished - 2009 Dec 1
Externally publishedYes



  • Attitudes
  • Music
  • Product placement
  • Survey

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

Cite this