Commentary: Jacob Kastrenakes — Brands Are About to Ruin Music Videos of the Past

Jacob Kastrenakes, The Verge —

Universal Music Group, the music giant with artists including Kanye West and Taylor Swift, is going to start using a technology that will allow music videos to be continually updated after their release — for instance, a soda can in a video might read "Pepsi" one week and "Coke" the next. Aside from allowing advertisers to sponsor a video for limited periods of time, the technology will also allow UMG to target different versions of a video to viewers with different interests.

If this doesn't sound like something from 1984, then I don't know what is.