Peroni: Italian Style and Music

PERONI : ITALIAN STYLE & MUSIC

Presented by Richard Kirstein, Founding Partner, Resilient Music LLP

• PNA re-launched by SABMiller in 2005

• Beer market had become unfashionable

• Broke rules, re-launched as style brand

• PNA becomes icon of Italian style

WHY ITALIAN STYLE?

The Italian Style proposition

• Sets PNA apart from other beer brands

• Creates cut-through via collaborations

• Necessitates high standard executions

THE OUTCOME

Collaborations

FASHION

VOGUE Collaboration

• Close relationship with Italian fashion

• Shared values : Authenticity & Craftsmanship

• London Photo exhibition - ‘50 Years of Italian

Style’

• Iconic images

• Capture the Italian spirit

EVERY STREET IS A CATWALK

• Opening of London Fashion Week

• London Millennium Bridge

MASTERS OF STYLE:Celebrating the

stories behind Italian fashion

• 2011 : 150th Anniversary – United Italian

Nation

• Somerset House : Photographic Exhibition

• Six leading Italian Fashion Houses

• Giorgio Armani, Dolce & Gabbana, Salvatore

Ferragamo, Gucci, Missoni and Prada

“Storie di Stile”

Music Licensing Case Study

Above-the-lineCampaign

CASE STUDY “STORIE DI STILE”

Global TVC2013-15

Challenges for Music licensing

• Need for TWO music tracks:

• (1) Short filmic orchestral score

• (2) Iconic 1960s song

• Specific choices, no back-ups

• 2 year cinema campaign

• 2 year online campaign

• Staggered market starts

• No advance decision by markets

• Multiple market options vs. global

deal

• Negotiating from November 2012

• Licence start May 2013

Music Licensing ProcessFor “Above The Line” (ATL) Campaign (TV, Cinema, Radio)

Identify Rights OwnersClarify Usage

Term

Markets

Media

(Product) Exclusivity

Options: Extend Term

Options: Extend Media

Options: Extend Market

Calculate Offers

Collate into Deal Memo

Approval Party Chain

Submit Offers

Most Favoured Nations

Negotiate Fees

Reconfigure Options

In principle agreement

Sent to approval parties

Further Negotiation

Full Approval (STC)

Rights Owner Templates

Long Forms Issued

Review& Mark-up

Capped Indemnity

Liaison with Client Legal

Execution

Pay Licence Fee

Two Separate Rights : “Publishing” & “Master”

Copyright in the Composition & Lyrics

“Publishing Rights”

Copyright in the Sound Recording“Master Rights”

“Always Something There To Remind Me”

MASTER RIGHTS

Copyright inSound Recording

• Performed by Sandie Shaw

• Recorded in the UK in 1964

• Record label : Union Square Music (USM)

• USM license “Master Sync Rights”

• 41 session musicians on recording

• Musicians Union license non-featured

“Performers Rights”

“Always Something There To Remind Me”

PUBLISHING RIGHTS

Copyright inComposition & Lyrics

• Music composed by Burt Bacharach

• Lyrics written by Hal David

• Two Music Publishers :

• Universal Music Publishing (50%)

• Warner Chappell (50%)

• Both license “Publishing Sync Rights”

“Poverty”

MASTER RIGHTS

Copyright inSound Recording

• From “Once Upon A Time In America”

Original Sound Track

• Performed by Ennio Morricone &

Orchestra

• Recorded in Italy

• Record label : Discord

• Discord license “Master Sync Rights”

• Orchestral session musicians rights

bought out at time of session

“Poverty”

PUBLISHING RIGHTS

Copyright inComposition

• Music composed by Ennio Morricone

• Published by Warner Chappell (WC)

• WC license “Publishing Sync Rights”

KEY PROJECT ISSUES

• Complexity with estates of deceased

• Need for holding fees (long lead time)

• Fee uplift for product exclusivity

• No flexibility for single market options

• Need for tight media definitions

• Need to separate on & off line media

KEY TAKE OUTS FOR BRANDS

• Start early

• Have hero tracks and back-ups

• Secure up-front media schedule

• Have a walk-away position on fees

• Geolock online where possible

• Pay licence fees prior to 1st TX

• Licence T&Cs may be fixed

• Indemnities capped at sync fees

KEY COLLABORATORS FOR BRANDS

• Artist Managers

• Record Labels

• Music Publishers

• Live / Booking Agents

• Music Supervisors

• Music Clearance Consultants

THANK YOU

Richard Kirsteinrichard@resilientmusic.com

@resilientmusic