What was up with J.Lo performing in front of a car at the American Music Awards? Has she really become that big of a sellout?—Shooter, via the inbox
You mean you haven't been waiting for weeks just to see Jennifer Lopez perform her electrifying Fiat commercial in front of a live audience?
And what's your problem? I hear the Fiat was totally down to Earth when he was rehearsing in the green room. As for exactly how rich Lopez got for burning that Fiat image into the back of your corneas, I have the answer:
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And...it's a lot.
Remember, this wasn't just a one-night stand between Lopez and the Fiat. They've been together for months, doing TV spots, that kind of thing.
Marketing and product placement experts call this sort of relationship a "fully integrated campaign," where the star times her projects around the brand, and the brand times its rollouts around the star's projects.
In this case, Lopez, who earns a reported $25 million a year, could easily have commanded a seven figure sum, says Amy Tunick president of Alliance, the entertainment marketing division of Grey New York.
And good for Lopez, marketers tell me.
Such deals are "not seen as selling out anymore," Tunick tells me. "It's seen as a way for celebrities to expand their message and create authenticity" within their work.
In other words, more and more stars are partnering with companies as a way to keep on entertaining, often in new ways, while making extra money.
Lopez isn't alone, after all; Ron Howard and his daughter, Bryce Dallas Howard, recently collaborated on a short film in connection with the camera brand Canon.
According to Sandra Carreon-John, senior vice president of M&C Saatchi PR, this likely won't be the last time you see a star on stage with a great big product in the background.
"For brands, it's getting tougher and tougher to cut through the clutter," especially with an increasing number of viewers doing the DVR thing. "You're going to see more and more brands doing integrations with shows."
Up next: Kanye West and his dancing household appliances!
PHOTOS: 2011 American Music Awards
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