While the public who used the song for a little fun doesn’t have to worry too much, those who used it for their own confirmation are waiting for a rude awakening.
The graphic display via JAWS shows Palestinians participating in the Jerusalem Dance Challenge.
CAPE TOWN – Master KG’s Jerusalem was the sound of 2020. It was the song that launched countless domestic challenges and even found itself in the presidential address last September.
“There can be no better way to celebrate our South Africa than to join a global phenomenon that is spreading around the world, and that is the _Jerusalema_ dance challenge. I therefore urge all of you to tackle this challenge.”
President Cyril Ramaphosa, 16 September 2020
Many South Africans and others around the world have taken up the challenge. Jobs got involved and people referred their kids to join in and posted their videos on social media.
Enter “Jerusalem Challenge” on YouTube and the results will continue across the pages. The official music video has garnered more than 344 million views on YouTube. Master KG presented the award for best African act at the MTV European Music Awards, beating Nigerian superstars Burna Boy and Rema, among others.
READ: Jerusalem is a global hit lock
News in recent days that Warner International has been sending royalty bills to various video posters in Germany has sparked outrage on social media – and little panic.
The music giant has charged various German government entities for using the songs in their versions of the challenge. So what does this mean for us? Can anyone who has filled in some boring outbursts, perfected moves, and shared their efforts during the lockout expect an account for their problems?
Eyewitness news spoke with Dumisani Motsamai, a entertainment lawyer and legal and business affairs officer at Open Mic Productions – Master KG and Nomcebo Zikode.
He said some of the challenges were tackled for their own benefit.
We have been following the news that Warner, our international partners, many people on social media have actually taken over, saying ‘you are greedy’, we are doing this because of social [distancing], we all fell because of COVID, and I think that’s perfectly in place. But there are different versions of this challenge. There are situations when a child and their family are in their living room and doing a challenge or they are outside and doing a challenge. That’s perfectly fine. But we’ve taken those challenges a little too far, where it’s really happening that people are putting pressure on their brands, ”he said.
Companies and brands that use the song to boost their own social capital are a problem that Open Mic will also target, he said.
“I’ve seen brands where you’d see a drone looking at a company’s yard, then you’ll see their workshop, put away the products, and make sure they give you a picture of every product they sell. The song plays in the background, and because playing in the background, I’m interested in what this company is doing, ”he said. “If it’s for private use and has nothing to do with commercializing a song, in other words, using a song to exploit a brand to make a particular brand visible, there’s absolutely nothing wrong with that.”
READ: Virus-tired South Africans are tackling Jerusalem dance madness
The selection of companies and brands that take advantage of well-being among people using it for a little fun is not cut and dried, he said.
“There’s a fine line. Some may show their logo at the beginning and everything will be in the dance. But some of them, when you look at them, are all over the brand, the company that is challenging and a little about the challenge. These are the ones that found Warner and Open Mic.If the challenge is accepted and someone dances with their family, individually and has nothing to do with brand recognition, has nothing to do with using a song to push a particular brand and put it in the face of people with a song in the background, then that’s fine. “
So what does a brand or ad represent? Probably those stunning videos of central health professionals tackling the challenge won’t be the target.
“These are critical cases that we will definitely not go through. You can see that they have been used in the context of uplifting in difficult times and in the context of the President’s call,” he said.
So if you did it for fun or to lift the spirits of the country, you’re good. But if you used music to listen, not so much. Motsamai said Open Mic has studied local examples of brands exploiting the song and will also demand payment from them, just as Warner International did. Although he did not have the exact number of companies they walked through, he said there were “quite a few” of them.
“We will start politely [asking for fees] locally because we saw that there was a lot of line skipping. We owe it not only to Open Mic, but also to the people who were a part of it. [Open Mic] is the owner of the master, but we are also obliged to pay royalties to people whose sound is built in, whose performance is in the master, in this case Master KG and Nomcebo, ”explained Motsamai.
READ: Groote Schuur healthcare professionals celebrate resilience Jerusalem dance
He also explained how royalties should be paid when the song was used for commercial results.
“There are royalties that we as Open Mic pay with sync licenses. So it’s up to us to ensure that we continue with this case and make sure we pay one license or another so we can pay for them as well. Yes. , it is the income that comes to us as the owner of the masters, and at the same time it is the income that we have to pay with our artists. “
We must not forget that all the artists who create this music must also eat. Their community has been a very rough ride as global locks have erased their opportunities.
So, if you tackle the challenge, get your kids in formation, and post the results online, you won’t get a hefty bill in that regard – or any other.
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