If you happen to be rewatching an old music video and think "wait, was that Plenty Of Fish ad in there before?", don't worry, you're not going insane. Universal Music Group has announced that it will allow advertisers to retrospectively insert their products into existing music videos, then remove them and replace them with new brands once the campaign finishes.

Of course, brands have been shoving products into music videos for a long time, with varying degrees of awkwardness and success. But Universal is doing something pretty unprecedented – it's transforming the music video from a valued part of an artist's creative output and into a blank canvas for advertisers.

The Independent reports that the first guinea pig in this corporate experiment will be Avicii. Universal will at first show the Swedish play-presser holding a bottle of the liqueur Grand Marnier in his video, before removing it and allowing other advertisers the opportunity to shoehorn their products in.

This disheartening development in modern life is brought to you by a UK technology start-up called MirriAd, whose CEO told the Financial Times that "being inside content is more valuable than being outside content". We don't really understand what that spurious sentence means, but we guess inside is generally better than outside, right?

It's unclear as to how far Universal Music Group will allow advertisers to plumb their archives. As the largest music corporation in the world, it owns an awful lot of music. So if you see every dancer in Michael Jackson's "Thriller" video holding a bottle of Vitaminwater, don't say we didn't warn you.

We'll let Wayne's World sum this brave new world up: