Introducing ‘Scream and Shout’ by will.i.am ft Britney Spears
This isn’t the worst song in the world – I find I like will.i.am’s production, most of the time – and even Britney is giving off less of that tragic desperation I’m-trapped-in-my-own-myth vibe than usual. So that’s nice.
But I feel like the song is actually just the soundtrack to a commercial for various products will.i.am is endorsing, starting with a host of Apple-related products and accessories:
(This is part of the new will.i.cam line of high-end accessories for iPhones.)
And then moves on to Beats by Dr. Dre speakers:
(To be fair, Dr. Dre speakers and headphones show up in almost everything these days, and the kids are so busy ignoring the potential cognitive dissonance inherent in some of Dre’s, Jay-Z’s and 50 Cent’s money-making schemes – formerly known as ‘selling out’, now recognized as ‘cashing in’ – that they haven’t got time to notice they’re being had.)
And, finally, a robotic hand:
Now, it’s just possible that this was some kind of freebie, because I’ve heard will.i.am interviewed and I think he’s genuinely interested in robotics. He also hosted a robotics championship last year, and that’s not something you’ll catch, say, Jay-Z doing.
I’m not in a position to condemn product placement entirely – after all, I listen to lots and lots of music online (i.e. free), watch lots and lots of videos online (free) and watch lots of tv online (again, free). So if artists are finding ways to get paid without it having to come out of my pocket, that’s fine with me.
But…I get uncomfortable when I can’t even pretend to myself that I’m not watching a commercial.