According to a new report by BuzzFeed, Universal Music Group—the largest record label conglomerate—has hired a tech ad company to “weave advertising campaigns directly into streaming music videos.”

Under a new deal with Universal, ad company Mirriad will insert native, in-video advertisements to old both old and new streaming videos. Universal CEO Lucian Grainge said the deal gives artists “additional opportunities to generate revenue from their music videos.”

According to NME, the technology will allow labels to insert products into music videos or swap one for another.

BuzzFeed points out the obvious difference between these two shots of the same Avicii music video:

Read more from BuzzFeed:

“Campaigns must be approved by the artist, label, and brand. And only videos from artists who have agreed to participate in the deal will be considered for a campaign. In addition to Avicii and Far East Movement, a Universal representative said American Authors, Vanessa Carlton and several dozen others have already signed on. Havas’s clients include fashion house LVMH, Coke, and LG, among others.”

Watch the Vevo version of Avicii’s “You Make Me” (which has Grand Mariner ads inserted) and the YouTube version (no ads) to spot the differences—and let us know your thoughts on this practice.

And here's Colbert’s take::