Let’s take a look at licensing different types of recordings, not so much as a creative option, but as a practical/logistical consideration for your campaign.
Original Masters
This will normally be the first recording made of a particular song, many times, partly or fully written by the performer, singer, or band members; though there are plenty exceptions.
By definition, any recording made by a known artist that gets enough air play (or sales, downloads, etc.) would be considered an original master, even if there are multiple well-known renditions.
Bespoke Re-Records
This is when the brand wants to make a new, custom recording with the original artist or another celebrity not associated with the original recording – in most cases because the artist actually appears in the spot, though not always.
Covers
The best way to define a “cover” is when an artist records a song, but adds her/his own interpretation to a new recording. Many times, a new cover can be an homage to some other known recording.
Sound-a-Likes
A sound-a-like is an “exact” copy of an original/known recording, and that is its intention. It’s all about intention, and that is a copyright holder’s main argument in an infringement case.
Which Recording Option Is Right For Your Campaign?
Obviously, there is a certain status and authenticity in synch licensing an “original” master in your advertising campaign. Your product can essentially piggyback onto a particular recording and it’s artist’s fame. Naturally, this will come with a price. Depending on the artist, a brand can expand the simple licensing of a track into a full partnership, including sponsored concerts, events, product tie-ins, on-camera advertising, back-story PR, etc. It becomes a matter of how deeply the artist wants to associate with the brand and product and conversely, how much the brand wants to be associated with the artist.
The choice of which song and recording use in your spot will normally be considered early on in the process; usually during the brand’s in-house marketing department’s creative sessions.
Michael Welsh is founder/CEO of Michael Welsh Productions, Inc. – a company specializing in music licensing and supervision for advertising, for over 30 years. You can send your questions on related issues to info@michaelwelshprods.com.
Company contact details
Address: 2215 Lambert Drive Pasadena, CA 91107
Phone: 626.796.0961
Email id: info@michaelwelshprods.com
