We Can Work It Out: How Brands Can Master Music Rights

If a picture paints a thousand words, then a well-placed soundtrack can bring those visuals to life and create a lasting emotional connection.

Think of the use of The Velvet Underground’s malevolent Venus in Furs in a Dunlop TV spot for tyres. At the other end of the musical spectrum, soft and gentle cover versions by Lily Allen and Aurora are likely to become forever synonymous with Christmas, gifts and John Lewis.

However, if music appears to be an easy win for advertisers, this overlooks the complexities of what goes on beneath the surface, where the music rights business can often jeopardise the creative ambitions of even the best marketers.

Many brand teams fall in love with one song, for example, and are held to ransom on commercial terms. That or a they’re forced to accept restrictive licences that lack the permissions needed for the rollout of their global campaign.

From my experience brokering deals for brands, this disconnect is frequently the result of poor planning and leaving the licensing process to the last minute. However, it need not be a nightmare.

Source: The Guardian

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