The Story Behind the Psychic Hotline in Christina Aguilera's 'Your Body' Music Video
A web-chat psychic hotline called Oranum is featured in the "Voice" coach's music video for her first single of upcoming album "Lotus."
“You’re going to have a killer week.”
Those words are spoken by a psychic at the beginning of Christina Aguilera’s new music video for “Your Body.”
While the rest of the video is a fictional story about a femme fatale character played by Aguilera who goes around killing the attractive men who fall in love with her body, it turns out the psychic she calls into is a real-life company.
Oranum, a web-based portal that connects people with psychic for web chats, may seem like a strange bedfellow for Aguilera, but it turns out to be one of the many partnerships between a music label and a company in order to reap benefits for both.
“At the end of the day, since sales are down and pirating is up, a lot of company’s budgets for videos are down,” explains Adam Kluger of The Kluger Agency, who arranged the partnership. “So in order for the artist to support their vision, a lot of times they need a brand to come onboard to help support it financially.”
When Kluger read the treatment for Aguilera’s new video, which is the first single off her upcoming album Lotus, he felt that connecting the label with Oranum could allow the psychic hotline to be used as a motif throughout the video.
STORY: Shakira, Usher Join 'The Voice' for Spring, Replacing Christina Aguilera and Cee Lo Green
“They were looking for a way to help connect the dots to the story,” he says. “They were looking for something to help tell the story in a tongue and cheek sort of fashion. When Oranum came on board, there were also some other benefits in terms of financial support to help Christina support her vision.”
Aguilera calls into the psychic hotline at the beginning of the video, and an actual psychic from the company, whose name on the site is Laszlo Czero, responds to her, letting her know that her week is going to be a “killer” one. He reappears in the video later on.
The company is already reaping the benefits of the video’s buzz. Kluger says that after the video hit the web on Sept. 28, Oranum’s Twitter following went up about 450 percent in the first three days. They are estimating that the video is going to do about 100 million views within the first six months.
Kluger says the practice of artists being assisted by brands in their music videos is very common. He’s arranged partnerships with Jennifer Lopez, Lil Wayne, LMFAO, Britney Spears, Lady Gaga and Drake, to name a few. For example, Flo Rida’s video for “Hey Jasmin” promotes the brand Live Jasmin, an adult website with a focus on webcam chat. Kluger says Flo Rida wrote the song specifically for the brand.
“If you look at most of the popular videos by artists, there’s at least one integration in that video,” says Kluger. “We’ve been able to get creative enough so the integrations make sense within the storylines.”
Watch Aguilera’s video for “Your Body” below.