J.Lo performs with a Fiat Product Placement

Jennifer Lopez drew criticism for her performance in the American Music Awards for its blatant product placement.

The Latina pop star performed in front of a Fiat, an automotive make that Lopez endorses.

The performance represents a product placement partnership at full integration—the endorser creates projects around the brand; at the same time, the brand plans its rollouts around the endorser.

While most viewers were quick to deem the performance a “sell-out,” some say that people can no longer look at it that way.

In this economy, celebrities would be dumb not to take advantage of opportunities like this. Maybe ten years ago it would’ve been a different case.