An expert insight into the licensed (or unlicensed) use of music for marketing procurement professionals from our guest writer理查德吉尔斯坦,Resilient Music.
在我们的最后一篇文章中同步的崛起和崛起，我们研究了对音乐权利所有者的同步许可收入如何对录制标签和音乐出版商等同步。要进入同步，请参阅我们的歌曲与录音博客.
与所有部门一样，重要收入的接受者激烈地保护其来源。在音乐权威世界中，这意味着随后随后在广告系列中使用版权音乐的任何品牌或代理商都可以保护合适的许可证并支付适用的费用。音乐权利所有者对未经许可的使用具有非常低的容忍度，并且对那些蔑视规则的人来说可能是苛刻的惩罚。
Whilst Bill Withers might plead listeners to “Use Me,” the rights owners of his songs and recordings would add “only if you pay the invoice在第一次空袭之前!”
(As an aside, I lovethis clipof a live performance of “Use Me” – Bill Withers is indeed one of the greatest artists. His band had an amazing ability to create infectious grooves yet make it look so effortless!)
Q: Why’s this relevant to Marketing Procurement Executives?
答：如果您的角色是“警察”营销活动，您将熟悉一种将竞选材料视为“品牌资产”作为品牌愿望自由使用的思维方式。如果该品牌拥有这些资产中的所有知识产权，这很好。但是，当广告系列材料包含第三方控制音乐时，这不是这种情况。音乐权利主权限的限制决定了包含该音乐的整个资产的使用。未能理解这一概念的品牌营销人员将其公司暴露于潜在的成本非常高。
“Ring The Alarm”
在我作为音乐采购顾问的角色中，它有时感觉我的主要任务是保护客户 - 特别是新的任务 - 从自己那里。讨论拟议使用音乐轨道时，特别是短期或次要在线使用，我偶尔会从热情的年轻营销人员中听到这些评论：
- “谁会知道？”
- “当然他们不介意吗？”
- “Can we get away with this?”
- “Why should we pay for such a small use?”
- “It’s only YouTube – Everyone posts stuff all the time”
- “It’s great promotion for the band”
- “所有其他品牌都这样做了”
- “We don’t have any budget left but we must have this track”
- “What’s the worst that can happen?”
If you hear any of the above phrases, follow Beyoncé’s advice toRing The Alarmand call your colleagues in Legal! You might be able to prevent an unlicensed use occurring and so avoid an expensive legal claim for infringement of copyright.
“Somebody’s Watching Me”
许多音乐权利所有者都使用人员员工和复杂的音量识别系统来拖动网上的电影，用于包含他们的音乐。通常，这些将在YouTube上发布，并在未来的博客中，我们将看谷歌的“三次罢工”规则，以及那些蔑视这一点的内容。
谷歌和音乐版权所有者经常collaborate on domestic user generate content (“UGC”) which contains copyright music by selling advertising around it. An innocuous family film of children dancing to their favourite chart hit is unlikely to incur the wrath of the relevant record label and music publisher if the parents failed to secure sync licences in advance. However, if a brand takes the same approach for a marketing communications video, the outcome will be very different.
因此，敦促您的营销同事注意到罗克韦尔观察“Somebody’s Watching Me”. If the brand posts a film without appropriate sync licences in place, it won’t go unnoticed by the rights owners!
“Let’s Face The Music And Dance”
So, what can you expect if an unlicensed use of music slips through the net, the film is posted on YouTube and the music rights owners spot it?
Does the Marketing Director get summoned by the CEO who’s brandishing a cease-and-desist letter from a major music corporation?
您的公司如何跟随Nat King Cole’s advice?
寻找我们的下一个未经许可的使用部分2，我们将看看各种可能的结果，这些可能结果包括刑罚禁令和昂贵的诉讼。
BTW, if you’re wondering why it’s acceptable to refer to songs within this article, it’s allowable to quote song titles - though not extracts of lyrics - without the publisher(s) approval. The links are to films posted on YouTube by third parties, not by myself nor Spend Matters UK. However, this would NOT apply for a piece of marketing communication.
讨论这一点：