"In the 1980s, music videos could propel a song to the top of the charts. But today's new bands often stand a better chance of getting exposure on The OC than on MTV. And fans seem not to be missing what once seemed destined to be a staple of television.

In recent years, record labels have been reluctant to finance a high-budget video -- unless a deal can be worked out. The process, called co-branding, is not product placement. Co-branding happens when a product and a star become inseparable."

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