Bollywood and Indian musicians are now looking for influences from a variety of sources in order to appeal to larger audiences. It is therefore becoming imperative to establish a framework and process to seek permissions from music labels or publishers to license tunes, songs and visuals.
Sony Music Entertainment India through the Publishing venture Sony ATV has been an active participant in spreading the message of legal copyright usage. With copyright infringement issues surging across the country, musicians are now making a conscious effort to channel their creativity more carefully and seeking permission wherever required.
Sony ATV’s core focus and business is to manage and monetize musical works across borders. Licensing rights for synchronization is a major part of the business strategy. Sony ATV globally represents over 2 Million songs and some of the greatest artistes and works.
Bollywood musicians are now increasingly looking for popular musical inspirations to present their works and approaching the music label / publishers for permission for the same. Until recently most musicians and Bollywood producers did not know whom to approach or felt that the process is tedious and cumbersome. Sony Music/ ATV has a dedicated team based in Mumbai with access to global systems where permissions can be turned around very swiftly.
Recently, Agent Vinod’s I’ll do the talking has been creating ripples for adding Boney M’s evergreen melody Rasputin to the song. The Producers Eros International Ltd. approached Sony ATV to take permission for the song which has today become a huge hit with the audiences. In a similar light, Ra.One song Dildara obtained the license from Sony ATV to use Ben E King’s Stand By Me from Sony ATV. Both these international melodies, have been licensed out to the respective musicians, producers and labels for specific usage.
Says Vinit Thakker, Head Sony ATV says “The publishing industry is finally picking up its pace in India. As Producers & composers continuously turn to us to license out some of our best works, it is heartening to see that people are taking care to follow copyright rules. Considering that we now have licensed evergreen melodies to 2 of the biggest hits of the year, we see great potential in licensing publishing works and hope that the industry evolves and users realize that there is an easy way to do this legally..”
Sony ATV India also ensures corrective as well as punitive action against those using its music without necessary license through collaborative efforts with local law-keeping authorities.
