It sounds like this week’s Deadmau5 music video won’t be the last time we see the UFC promoting it’s brand through music:
Deadmau5’s just-released video “Professional Griefers” is just the start of the collaboration between musicians and Ultimate Fighting Championship.
“Music is part of our live show and part of our fighters’ lives,” said Bryan Johnston, president of UFC Brands. “So we decided to go with a complete and total integration, a futuristic ‘Mad Max’ idea of Thunderdome.”
“We could have spent $10 million and two years to come up with an idea to try to reach a 21-year-old audience,” Johnston said, “but this is much more effective way of reaching the masses. We’re just getting started on these collaborations.”
Here I was thinking they were just letting Deadmau5 use the UFC brand in his video, but this makes it sound like the whole video was a paid marketing thing. Other music videos like Britney Spears’ ‘Hold it Against Me’ raked in half a million bucks in product placement, but if the video was made for the purpose of being a hip cool UFC commercial, how much does that cost? Deadmau5 mentions they’re making “the highest budgeted electronic music video of all time”, but that might just be him wanking himself off. I refuse to believe that cost more than this work of art.