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Insights into the music licensing process behind Peroni's Storie de Stile campaign.
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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
