“If I can the latest Yeezys at box price in that kid’s music video, I’m going to watch that video,” says DroppTV CEO Gurps Rai
DroppTV also has deals with various and boutiques and resellers, which gives artists sought after clothes to wear in videos such as Kanye West’s Yeezy Supply line or limited edition Nike shoes. Having high demand items available for purchase helps with artist exposure, DroppTV founders say, as hype beasts and sneakerheads flock to the platform in the effort of getting merch deals.
The concept of shoppable video — as it’s called — has been a growing trend among advertising and marketing in recent years as video content continues to skyrocket in the streaming age. Music videos are a natural space for it, as they offer star-studded draw-in for fans, and there are limitless opportunities to showcase products.
“You’re depending on something that’s a novelty and is a very expensive thing,” Garraway says. They’re coming for the shoe, not the platform. You have to have something that will keep them there.” “I was smoking a hookah in the video, and that got sold too. It’s little things you don’t realize can get sold. You can sell almost anything.” — New York rapper Manny Litt
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