Is There A Possibility For Brand & Content Collaboration?

Can we move beyond product placement for a collaboration between those that fund the production and those that create stories?  Can it be done without compromising the integrity of the work.  Steve Wax and I wrote a blog discussion about this last year and I recently stumbled across this video of Steve and I.

 

 

"Music, Film, and Branding"

guest post by Brian Godshall

I know how important music can be to your projects.I wanted to point out some new developments in the music business that may prove advantageous for any upcoming media you are producing. You may already be aware of some of these and some may be new to you. I hope this information is helpful. After you've taken a look at this, if you have any questions, please feel free to contact me.

1. Putting brands together with music and indie films I have been working on some ideas and connections to put together a brand or brands with music and indie films. Specifically I am proposing that an advertiser can pay for some or all of the music rights in an indie film in exchange for co-promotional opportunities. If you have questions or are interested in this concept, please contact me directly. I expressly would like to hear about upcoming film projects and/or review scripts where source music is a key element to see which brand(s) may be appropriate for such opportunities.

2. 3/27/12 - DMNews - Madonna & Smirnoff - Hip Digital
Per Digital Music News Smirnoff announced in March a massive discount on a modified version of Madonna's latest album, MDNA. The 'Nightlife Edition,' which includes 7 album tracks, 4 Smirnoff exclusive remixes, and 3 additional remixes (apparently non-exclusive), is selling for just $3.50. The special collection was put together by Hip Digital, which specializes in just this sort of music branding alliance.

3. Less expensive music on YouTube clips I have a contact at Manhattan PR firm and they had posted a promo clip on Facebook for the Broadway play VENUS IN FUR. I've attached a link below. They used a popular song (from 2009 - Florence & the Machine/"Kiss with a fist") so I contacted them as how they got this (thinking maybe no one cleared it). However he told me, and my cursory research confirmed, that as of recently youtube has available a certain amount of current music for cheap (meaning $100-$200.00) for use on Youtube only. Anyway I thought it made the clip really "pop" and evidently it was all legal and it looks and sounds great.

If you think you have a client or need to see about this and want my help, let me know and I can look into it for you. I may be able do some initial work gratis - it may not even take that long.

4. With Romplr, fans can now connect to artists' music in a whole new personal way by creating their own versions of a song and being part of the creative process. In addition to the core song elements, fans can then record and share their mixes through Facebook Connect, through email or on www.romplr.com the online interactive music companion site. Heh, the song example on the home 'how to' page is Tone Loc's 'WILD THING' - from 1988. Check it out.

5. These Numbers May Change Your Attitude About Three-Strikes...Tuesday, February 21, 2012 by paul from www.digitalmusicnews.com

SOPA could be the first battle in an anti-piracy World War III, but there may be softer solutions to this problem. Just last week, prominent VC Fred Wilson outlined a plan that involved self-policing of bad actors by the tech community itself - without the bitter aftertaste of FBI raids and DNS takeovers. And across the Atlantic, France just presented some interesting stats related to its controversial three-strikes enforcement campaign. You know, the one that features warning letters and threats of access cutting, all under the banner of Hadopi. This effort has a bad reputation, but it's actually far softer than high-profile RIAA lawsuits that bankrupt file-sharers, some of which are still being prosecuted today. Hadopi claims that file-sharing is ebbing, though certainly apps like Spotify and the native Deezer have something to do with that. But a separate study out of Wellesley and Carnegie Mellon asserts that iTunes sales are now stronger in France relative to the rest of Europe.

But this may be the most interesting set of stats:

French population (2011): 65.8 million
Number of first-round letters: 822,000
Number of second-round letters: 68,000
Number of third-round letters: 165

So, the group that ultimately received a third letter is 0.02 percent of the group, and 0.00025 percent of the broader population. And, these aren't devastating, RIAA-style consequences: rather, the 'bad actors' will receive fines of 1,500 euros, a month of no internet access, or both (we've heard higher terms, but this is according to the latest information from the group). That's it.

It's softer, and just maybe an effective strategy.

"We suggest that with regard to mitigation of sales displacement by piracy, a national anti-piracy policy combined with educational efforts is much more effective in the longer term than a small number of high-profile lawsuits."

Wellesley/Carnegie Mellon researchers.

6. from Variety 4/27/12 -- DJs look to thefuture.com for mix royalties - With the mainstreaming of electronic dance music, the industry has had to confront a number of challenges adapting DJ culture to more established digital music platforms. Not the least of these issues is that longform DJ mixes -- which are to dance music fans what extended jams of "Dark Star" are to Deadheads -- are virtually impossible to find on mainstream Internet radio or streaming services.

Since DJ mixes can contain nearly unrecognizable snippets from countless songs, attempts to stream or sell them on aboveboard platforms can run into hurdles from the amassed rights holders involved. But a newly launched startup dubbed Thefuture.fm -- formerly Dubset -- is trying to clean up the space, offering what it claims is the first platform to offer fully legal streams of mixed audio.

The company utilizes an audio fingerprinting technology it calls MixScan to track every song incorporated into the mixes it provides and to allocate payments to both DJs and the rightsholders of all sampled material accordingly. Partnering with BMI, ASCAP, SESAC, SoundExchange and NARM, the service calculates royalty payments by analyzing the plays a particular mix receives, coupled with the presence of particular songs in the mix, then distributes payments to the appropriate bodies.

7. FINALLY some music branding trivia -- The Rolling Stones did this commercial jingle for RICE KRISPIES Cereal in 1963; the song appeared in a commercial that aired only in the UK in 1964. Here’s the spot in question:

http://www.youtube.com/watch?v=nZBmhEMFdl0


Brian Godshall has handled music clearances and/or licensing for over 15 years for many dozens of independent films including more recent movies such as CAUCUS, PLEASE GIVE and JACK GOES BOATING as well as past films such as TOWELHEAD, BORN INTO BROTHELS, GARDEN STATE, GUNNIN' FOR THAT #1 SPOT, KINSEY, THE NAMESAKE, SONGCATCHER and many others. He looks forward to new ideas and changes in the independent film industry.
email: info@bgodshallclearmusic.com
web: www.bgodshallclearmusic.com