More on this shortly: http://www.theguardian.com/music/2014/sep/30/universal-deal-adverts-mirriad-existing-music-videos.
...Quick summary of key points:
Universal, one of the big three, has already started on this...
The video you view may not be the same as someone else, adding a further layer to the already extremely postmodern music video format ... and further undermining the notion of the text.
Tech company Mirriad can digitally edit videos to add/swap product placement, and with bigger releases this could go way beyond variation country or regional variation, but actually be tied to data on the individual.
That's a big development, and a new level of convergence between the advertising and music industries to boot, already running deep with sponsorships of tours, mainstream ads, product placement through tweets and much more.
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