Universal Music Group has signed a deal to integrate new ads in existing music videos for their clients. Clips for acts such Avicii and Far East Movement could soon show product placement that changes based on the location or demographics of the viewer.

Using technology by UK-based Mirriad, “retroactive” product placement can be inserted into videos that have already been released. After premiering the system with Aloe Blacc’s track The Man last May, Mirriad signed with Universal to work a similar magic on their catalogue of videos. It is a three-way partnership with the ad agency Havas, according to Billboard.

The first campaign is with Grand Marnier. Ads for the liqueur will reportedly be deployed in the videos for Avicii’s Lay Me Down and You Make Me, Far East Movement’s Rocketeer and two videos by Darius Rucker. Universal have the ability to remove the ads once the contract is complete. Lucian Grainge, chairman and CEO of Universal Music Group, said: “Through innovative technologies such as Mirriad’s, and leading global agencies such as Havas, we can offer our artists additional opportunities to generate revenue from their music videos. And with Mirriad’s highly customisable platform, we have the ability to insure that artists’ and brands’ interests are aligned while we remain focused on presenting fans with the most compelling music experience possible.”

Meanwhile, Mirriad are also developing technology that modifies each product placement depending on who is watching the video. The company hopes to incorporate these contextual ads by end of year, adjusting them according to viewers’ locations, profiles, internet cookies, etc. Soon, Billboard claims, “a viewer in [Idaho] could see local ads on the same surface as Drunkin’ Donuts’ placement for New Yorkers”.