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In the dynamic world of marketing, celebrity endorsement deals have become a ubiquitous strategy for brands aiming to capture consumer attention and build brand affinity. Think Madden Football or the George Forman Grill.  In these instances, the product and the celebrity became synonymous in the minds of consumers.

Such partnerships leverage the fame, influence, and credibility of well-known personalities to promote products and services, creating a powerful connection between the celebrity and the brand. While the allure of associating with a famous face is evident, the impact of celebrity endorsements extends far beyond the surface, encompassing various aspects of consumer behavior and brand perception.  The psychology behind celebrity endorsements is closely related to the Pavlovian principle of conditioned behavior:  the celebrity “rings our bell” so to speak and then we salivate for the product.

Celebrity endorsements are powerful because they leverage the fame, credibility, and influence of these well-known personalities. When a celebrity endorses a product, it creates a sense of trust and aspiration among consumers. People often associate the qualities and success of the celebrity with the endorsed product, making it more desirable and increasing its market value.

Some prime examples of successful celebrity endorsements are Michael Jackson, P-Diddy, and Michael Jordan.

My old friend and client, Frank Dileo, managed Michael Jackson most of his life until his untimely death.  Frank put together one of the most lucrative deals in the entertainment industry up until that time, garnering millions of dollars from Pepsi by playing them against their arch-rival Coca-Cola.  That deal made Michael Jackson the “face of a new generation.”

P-Diddy, also known as Sean Combs, is not only a talented musician and producer but also a savvy businessman. He has used his influence and personal brand to endorse various products, from clothing lines to fragrances. His endorsement of Ciroc Vodka, for instance, played a significant role in the brand’s success, boosting sales and increasing its popularity among consumers.

Another iconic figure in the world of celebrity endorsements is Michael Jordan. The legendary basketball player has endorsed numerous brands throughout his career, most notably Nike’s Air Jordan line. His partnership with Nike revolutionized the sneaker industry and created a cult-like following for the Air Jordan brand.  It is rumored that Jackson received a 5% stake in the brand, earning him around $1.3 billion in 2020.

There are several key goals for a company when they consider building a successful celebrity endorsement campaign:

  • Building Trust and Credibility.  One of the primary advantages of celebrity endorsement deals is the ability to build trust and credibility with consumers. Celebrities often have established personas that resonate with specific target audiences. When a beloved figure aligns themselves with a brand, their endorsement can transfer a sense of authenticity and reliability to the product or service. This trust, earned through the positive perceptions associated with the celebrity, can significantly influence consumer decisions and contribute to brand loyalty.
  • Expanding Reach and Visibility. Celebrity endorsements offer brands an unparalleled opportunity to expand their reach and increase visibility. A celebrity’s fan base provides an existing and engaged audience, creating a platform for the brand to communicate its message to a broader demographic. Whether through traditional advertising channels or social media, where celebrities often have massive followings, the collaboration enhances the brand’s exposure and can lead to increased brand awareness.
  • Creating Emotional Connections.  Successful marketing goes beyond the functional attributes of a product and taps into the emotional connection consumers have with a brand. Celebrities, as cultural icons, evoke emotions and aspirations. By associating a celebrity with a brand, marketers aim to create an emotional link between the consumer and the product. Whether it’s the thrill of emulating a favorite celebrity or the desire to be part of a lifestyle associated with fame, emotions play a pivotal role in shaping consumer behavior.
  • Navigating Risks and Challenges.  While the benefits of celebrity endorsement deals are evident, there are inherent risks and challenges. The personal conduct and public image of a celebrity can have a profound impact on the success of a campaign. Scandals or controversies involving the endorser may lead to negative associations with the brand.  This is handled contractually through the insertion of a key non-disparagement clause.  Companies exercise such clauses when an endorser, such as Tiger Woods, is exposed for cheating on his wife, and his downfall affects the public image of the associated brand.  The authenticity of the partnership must be maintained to avoid consumer skepticism.

So, whether it’s Michael Jackson hawking soda pop, P-Diddy promoting liquor, or Michael Jordan schlepping sneakers, celebrity endorsements have proven to be a highly effective marketing strategy. They not only drive sales but also enhance brand recognition and consumer loyalty.

by Madeline Rains, edited by BNSesq

The backbone of Marvel Comics has always been the wealth of intellectual property possessed by the company. Its success was based around complete ownership of its characters, until Marvel ultimately sold its film rights for select characters to other studios in the 1990’s, following financial turmoil. Marvel’s struggle to regain those film rights illustrates the intrinsic value of licensing in the entertainment industry and the importance of protecting the rights of intellectual property. Marvel’s history, ongoing struggle to gain control of its character catalogue, and connection to Disney, makes it the perfect example of what can happen if intellectual property rights are not protected.

In 1939, Timely Comics was founded on the hopes that it could cash in on the growing popularity of comic books in America. At the beginning, Timely Comics created many characters that modern audiences would recognize today, including the Human Torch and, of course, Captain America. The characters and the comic strips they graced became wildly popular, and the comic book industry boomed. But by the early 1950’s the “Golden Age” of comics was over and readers lost interest in superheroes. Timely Comics pivoted in genre, changed the company’s name to Atlas Comics, and stayed afloat until DC Comics burst onto the scene with its superheroes in 1956. After seeing the revival of the superhero industry Atlas Comics changed the name once again to Marvel Comics in the 1960’s. During this subsequent “Silver Age” of comics, Marvel and DC reigned supreme as arch rivals in a competitive craft.[1]

Image result for captain americaMarvel would soon became a powerful force with which to be reckoned, as Stan Lee, Jack Kirby and Steve Ditko joined the company and created outlandish characters, bold storylines and eye-catching art.[2] Marvel’s trio of writers and artists harnessed a creative spark that allowed Marvel’s content to become king in the comic industry. The recently deceased Lee, along with Kirby and Ditko had the origins of an idea that would affect generations to come through comics such as The Fantastic Four, The Amazing Spider-Man, X-Men and The Incredible Hulk.[3] Lee, Kirby, and Ditko created some of today’s most iconic characters through their work for Marvel. While many comic books have an underlying story of good and evil that cannot be protectable by copyright, the storylines, characters and the designs were protected by copyright law under the consideration of work-for-hire. Marvel’s story arcs and characters became its most valuable asset.[4] Comics became collectors’ items during the 1980’s with consumers buying up vast numbers in the hope that one day they would be worth a fortune. As the industry boomed, Neil Gaiman, writer of the Sandman series, predicted the bubble would burst. DC and Marvel ignored his predictions and continued to sell comics that practically flew off the shelves and in 1989 Ron Perelman purchased Marvel for $82.5 million.[5]

In 1993 the bubble burst and the comic book industry collapsed under its own weight. Some accused Perelman’s footloose business tactics of jeopardizing the market and causing the collapse. Comic sales crashed by 70% and by 1995 Marvel found itself in crippling debt. As a last-ditch effort to right a sinking ship Perelman combined his other business interests to create Marvel Studios in hopes that the characters that so many people loved would make it to the silver screen and reignite the industry.[6] But to carry this out, Marvel had to make a deal with the devil–the movie studios of the time. Marvel sold the film rights of some of its most well-known characters for quick cash to dig itself out of bankruptcy. What was once Marvel’s most valuable asset, its characters, were now in the hands of other companies that had complete artistic control over new film adaptations. Marvel sold Spider-Man and his rogue’s gallery to Sony Pictures, Iron Man was taken by New Line Cinema, 20th Century Fox received all the characters associated with the X-men and the Fantastic Four, and Universal Pictures purchased the Hulk and Namor with the contingency of heavyhanded clauses.[7] The terms of character licensing allowed Marvel to partition out the aspects of the exclusive rights of their intellectual property that it wished to sell to the studios and limit them solely to that usage. The movie studios could only make films with those characters and were barred from using them to manufacture toys or create video games, for example.[8] Marvel’s silver screen dreams were finally realized, but its catalogue of valuable characters was fragmented almost to the point of being unusable.

By 2005, Marvel regained financial stability and put its plans into motion to create films under its own moniker after seeing how successful other film companies were becoming with Marvel’s characters.[9] The company was able to grapple the rights to Iron Man away from New Line Cinema whose option had expired after their inability to bring a film to the big screen and the rights to the Hulk from Universal Studios thanks to the time sensitive clauses built into the negotiations.[10] Marvel Studios began to blossom as Kevin Feige was employed to oversee the future of the Marvel cinematic universe. In 2008, Marvel Studios burst onto the scene with a $585 million dollar blockbuster in Iron Man. Marvel’s ambition caught the attention of Disney, who in 2009 bought the fledgling film studio for a staggering $4.3 billion, a far cry from the $82.5 million that Perelman spent in 1989. With Disney backing Marvel’s endeavors the comic giant was able to reclaim the intellectual property rights it sold on the verge of bankruptcy.[11] Since Marvel characters began to grace the silver screen in 1986 the catalogue of superhero films have generated $12 billion in total gross revenue and shows no signs of slowing down.[12]

The value of Marvel’s characters shot it to stardom, delivered it from bankruptcy and earned it billions in film revenue. Without its strong characters, storylines, branding and quick decision to sell its rights Marvel would have been another comic company that succumbed to the market crash. Marvel’s struggle speaks volumes about the intrinsic value of intellectual property and the importance of licensing.

Madeline Raheadshot ins is a senior at Belmont University majoring in Entertainment Industry Studies and minoring in Business Administration. This article was written with her love of the film and television industries in mind. She is a lifelong Tennessean and loves the city of Nashville. She plans to stay local as she transitions from Belmont into the workforce.

 


[1] DeForest, Tim. “Marvel Comics.” Encyclopædia Brittanica. Encyclopædia Brittanica, Inc.,September 6,2018. Accessed October 26, 2018.

https://www.britannica.com/topic/Marvel-Comics.

[2] Ibid.

[3] Lambie, Ryan. “How Marvel Went From Bankruptcy to Billions.” Den of Geek. April 17, 2018. Accessed October 26, 2018. https://www.denofgeek.com/us/books-comics/marvel/243710/how-marvel-went-from-bankruptcy-to-billions.

[4] Sudhindra, Nicole J.S. “Marvel Superhero Licensing.” WIPO. WIPO, June 2012. Accessed October 26, 2018.

http://www.wipo.int/wipo_magazine/en/2012/03/article_0005.html.

[5] Lambie, supra.

[6] Lambie, supra

[7] Perilstein, Zach. “A Visual Guide to Explain the Evolution of Marvel Character Rights.” Boardwalk Times. Boardwalk Times. Accessed October 26, 2018.

[8] Rob Aft and Charles-Edouard Renault. “From Script to Screen: The Importance of Copyright in the Distribution of Films.” World Intellectual Property Organization. Accessed October 26, 2018.

http://www.wipo.int/edocs/pubdocs/en/copyright/950/wipo_pub_950.pdf

[9] Johnson, Derek. 2012. “Cinematic Destiny: Marvel Studios and the Trade Stories of Industrial Convergence.” Cinema Journal 52 (1): 1–24. Accessed October 26, 2018. https://bunchproxy.idm.oclc.org/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=aph&AN=82990603&site=ehost-live.

[10] Sudhindra, supra.

[11] Lambie, Ryan. “How Marvel Went From Bankruptcy to Billions.”

[12] “Marvel Comics.” Box Office Mojo. Box Office Mojo, n.d. Accessed October 26, 2018.

https://www.boxofficemojo.com/franchises/chart/?id=marvelcomics.htm.

 

Editors Note:  Today we begin an intriguing series of articles regarding the relevance of intellectual property concepts in an age in which the likes of John Perry Barlow, founder of the EFF, have declared that because everything can be reduced to digital existence, the need to protect creations of the mind is irrelevant.  We disagree.  We hope you enjoy this thoughtful series of articles by my intern, Lucas Evans.

Why should we care about intellectual property right now?   That’s an easy one. IP law matters right now for two compelling reasons: the ubiquity of the internet, and the burgeoning use of artificially intelligent machines in workplaces.

The internet has changed the way we think about ideas and their spreading. Content and media are accessed in the click of a button, lightning-fast. And while we used to access creative works in relation to their physical embodiment, we now access them in relation to a series of 1s and 0s that have been converted into recognizable content by our machines. This has thrown off our conception of what it means to own an idea or a creative work.[1]

On a different and perhaps more anxiety-inducing note, AI has made a grand entrance into our economy. Because of the impact artificially intelligent agents will have on our world in the coming years, tasks typically reserved for humans will increasingly become turned over to robots.[2] If robots can perform physical and remedial mental tasks that humans have traditionally performed throughout history, what will humans do? What will our ‘work’ look like? The value we bring to the workplace and to the world will increasingly be defined by our capacity to be creative. Our ideas and creative works of the intellect will be even more commoditized than they are now. It is not unreasonable to assume that at some point, robots will perform most of the duties we currently perform, and we will have to ‘get creative.’

And what is the body of law that governs the creations of the intellect? Ah, it’s IP. Copyrights, Patents and Trademarks. These laws and policies that account for issues that creators deal with will become more important to a broader range of the population in the coming decades.

For this reason, we are going to take a deep look at the concept of Intellectual Property: its history, its struggles and disruptions, and current state in the age of the internet and AI. This is the first of three installments dealing with this important body of law.

Origins

The idea of owning property is intimately tied to the American conception of liberty. To show this, a thought-experiment is in order:

Say that a 1600s settler decides to build for himself a cabin in a remote forest somewhere in Colonial America. He chops up the wood and he nails boards together. He stacks everything in a neat and organized way so as to create a shelter. Surely this cabin is his property. But what about the cabin makes it his? It’s not the wood in itself. He has no more right to ‘wood’ than anybody else.  And it’s not some natural law that protects the cabin. In the absence of government, nothing would prevent a gang of bandits from killing him and taking it. Instead, it is the creation made from the wood that he owns, which, if it is to be protected, will be done so by a governing body. And it follows that he then owns the actual wood because it is the physical manifestation of his idea of the house.

The reasoning that anchors our conception of property can be traced directly to Enlightenment thinker John Locke, who in his “Two Treatises of Civil Government” argues that, “every man has a property in his own person: this nobody has any right to but himself. And the labour of his body, and the work of his hands, we may say, are properly his.”[3] We have the right to the fruits of our labors. If we didn’t, what incentive would there be for anyone to work or create things? What value could a human possibly add to a society? We must at a minimum be able to own the fruits of our own labors if we are to be a society in which the members are truly free.

Now consider: doesn’t it seem to follow that we have property in any creation of the mind which is manifested in physical form? This would include novels we author, songs we write, inventions we design, and many more things. To the founding fathers, the consensus seemed to be a mitigated ‘yes.’

James Madison had a broad understanding of property, and defined it in a 1792 essay as such:

“That dominion which one man claims and exercises over the external things of the world, in exclusion of every other individual… In its larger and juster meaning, it embraces every thing to which a man may attach a value and have a right; and which leaves to every one else the like advantage. In the former sense, a man’s land, or merchandize, or money is called his property. In the latter sense, a man has a property in his opinions and the free communication of them.” [4]

That someone could legally protect the flow of their ideas was something practiced primarily in England, where this issue was largely settled under common law and the Statute of Anne. Madison was a proponent of the government protection of the communication of ideas, such that the ability to speak freely was one of the rights fundamental to a free society. Indeed, for Madison, “as a man is said to have a right to his property, he may be equally said to have a property in his rights.”

Thomas Jefferson, on the other hand, was much more skeptical of the government protecting creative expressions. In a famous letter written to Isaac McPherson in 1813 (which is often cited by proponents of broad copyright reform), Jefferson discusses the problem he sees with legally protecting ideas – namely, that they are inherently unconstrained:

“ It would be curious then, if an idea, the fugitive fermentation of an individual brain, could, of natural right, be claimed in exclusive and stable property. If nature has made any one thing less susceptible than all others of exclusive property, it is the action of the thinking power called an idea, which an individual may exclusively possess as long as he keeps it to himself; but the moment it is divulged, it forces itself into the possession of every one, and the receiver cannot dispossess himself of it. Its peculiar character, too, is that no one possesses the less, because every other possesses the whole of it. He who receives an idea from me, receives instruction himself without lessening mine; as he who lights his taper at mine, receives light without darkening me. That ideas should freely spread from one to another over the globe, for the moral and mutual instruction of man, and improvement of his condition, seems to have been peculiarly and benevolently designed by nature, when she made them, like fire, expansible over all space, without lessening their density in any point, and like the air in which we breathe, move, and have our physical being, incapable of confinement or exclusive appropriation. Inventions then cannot, in nature, be a subject of property.”[5]

Indeed, as Jefferson says, ideas are, in nature, non-rivalrous. That is to say that one person’s use does not diminish another’s. My reading of John Locke’s ideas does not take away someone else’s ability to read him. And my ability to read instructions to create a Lego house does not diminish someone else’s ability to use that same idea. Additionally, ideas have limited exclusivity. I can only exclude someone from using my idea insofar as I keep it to myself. As soon as I divulge it to the world, I can’t stop people from using it. Jefferson realizes these properties of ideas and is thus skeptical of the government protecting them. But he goes on to say,

“Society may give an exclusive right to the profits arising from them, as an encouragement to men to pursue ideas which may produce utility, but this may or may not be done, according to the will and convenience of the society, without claim or complaint from anybody. Accordingly, it is a fact, as far as I am informed, that England was, until we copied her, the only country on earth which ever, by a general law, gave a legal right to the exclusive use of an idea. In some other countries it is sometimes done, in a great case, and by a special and personal act, but, generally speaking, other nations have thought that these monopolies produce more embarrassment than advantage to society; and it may be observed that the nations which refuse monopolies of invention, are as fruitful as England in new and useful devices.”[6]

It’s worth noting that this letter was written in reference to a specific patent lawsuit Jefferson was involved in, and so the generalizability of his statements to the whole body of IP may be too big a leap. But from this passage it seems that Jefferson is at best ambivalent to the notion of ‘society’ giving its citizens exclusive rights in their ideas. He recognizes that societies can and do reserve monopolies for authors and inventors, and that this may indeed foster innovation.

In any event, the product of Madison and Jefferson’s deliberations in the 1780s was a clause in our Constitution specifically dedicated to patents and copyrights, the original tenets of intellectual property law:

Article 1, Section 8, Clause 8 provides that Congress may “promote the progress of science and useful arts, by securing for limited times to authors and inventors the exclusive right to their respective writings and discoveries.”

The founders gave us the right to limited monopolies on our creative works and inventions, where for a limited amount of time we are the exclusive owners of the expressions of our creative ideas. From this clause Patents and Copyrights were born. Statutes were enacted by Congress, and the Copyright and Patent & Trademark Offices became arms of our legislative branch. Since then, we have seen myriad technological innovations which have tested the strength of these legal mechanisms. From the time when Jefferson and Madison debated it, throughout all of these disruptions, though, the balancing act has remained the same: should ideas be subject to pure utilitarianism and not protected by law? Or is Madison’s framing of ideas and opinions as hallowed property better for society as a whole? Madison’s version made it into the Constitution, and since then it seems that the structures put in place have been largely successful in fostering innovation and creativity. The internet, however, has posed a new problem: ideas are even more perfectly and indefinitely copied, and it is harder to tell the expression from the idea itself.

The next post in this Intellectual Property series will be concerned with how the body of law has molded and transformed and grown throughout the many technological disruptions of the past one-hundred years. Thanks for reading!


[1] https://www.wired.com/1994/03/economy-ideas/

[2] https://learnmore.economist.com/story/57a849c338ba0ee26d98a68d

[3] http://oll.libertyfund.org/titles/locke-the-two-treatises-of-civil-government-hollis-ed#chapter_16239

[4] http://press-pubs.uchicago.edu/founders/documents/v1ch16s23.html

[5] http://www.let.rug.nl/usa/presidents/thomas-jefferson/letters-of-thomas-jefferson/jefl220.php

[6] Ibid

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My associate, John Inniger, does a nice job of covering the basics of the Thicke/Williams litigation against the estate of Marvin Gaye in this LOR post. But since a jury verdict in favor of the Gaye Estate rendered a $7.1M verdict earlier this month, the social media and blogosphere has been abuzz with commentary pro and con on the merits of the case.  So an editorial post-mortem is in order.

One example of the Internet ramblings is Moses Avalon, one of my fellow bloggers and a self-styled “music business expert.”  Mr. Avalon denounced the verdict both in print and in an interview on Fox as being based on the “sound of the Gay recording, featuring a somewhat similar bass line.” On his blog, he makes the assertion that “[a] bass line has never been considered part of a composition’s copyright.” You can read Moses’ article here on his website.  I generally find Moses’ articles and newsletters to be entertaining and informative, and always applaud the efforts of a fellow member of the community who makes great strides in communicating with the public as he does.  I must say, however, that I disagree with Moses’ assessment of the outcome in this case as well as with his characterization of it as based on a “sound.”  He is also wrong about bass lines, by the way, but more on that later.  I will say that the one thing Avalon did say in the referenced article that is correct is his conclusion that the only group of people “in the world [who] can tell you if you stole a song— [is] called a civil jury.”  So that’s where we’ll begin.

In regard to jury trials, this is one area of the law where “lay people,” i.e., people who are not lawyers, get confused when it comes to verdicts like this one, perhaps as a result of watching too many episodes of Law & Order, Boston Legal (for the Shatner/Spader fans)  or L.A. Law  (for those who go as far back as I do).  Real jury verdicts are not generally based on emotions and drama, but rather on a particular set of (sometime mundane) facts, introduced into evidence through witnesses, whose credibility and reliability are evaluated by those jurors in the deliberation.  So, before someone criticizes a jury’s verdict for being based on “the legacy of a beloved artist [such as] Marvin Gaye,” as Mr. Avalon did here, it would be beneficial to review the evidence that was submitted to that jury and try to get into their minds to determine how they arrived at that decision.

Not to belabor this point, but in a jury trial, the jury evaluates the fact and the judge rules on the law.  As for copyright infringement cases, not to oversimplify it, the plaintiff must offer evidence that proves the following: (1) that he/she is the copyright owner; (2) that the alleged infringer had access to the work; and (3) that protected elements of the original work were misappropriated. These elements would be presented to the jury at the beginning and end of a trial, in the form of jury instructions from the judge, and they would make a determination as to whether the facts support these elements.  Of course, as an aside, there are many related elements contained within those prongs, such as whether the works are “substantially similar,” or whether the two works were created independently, or whether the similarities are based on basic building blocks, i..e., elements that cannot be protected by copyright.  Apparently, the latter defense is what swayed Avalon to come down on the side of Thicke/Williams.  Moses believes that the jury verdict was based on a mere “bass line” and rhythm, which are ostensibly only building blocks and can never be protected. But this assessment would be incorrect:  there are times when these elements meld into the melody and/or become distinctive enough, as the experts here testified they did.  For example, in the seminal case involving parody, Campbell v. Acuff-Rose Music, 510 U.S. 569 (1994), the Supreme Court spent a great deal of the opinion discussing the “characteristic” bass line of Pretty Woman, describing it as the “heart” of the song, and on remand ask the lower court to retry the issue of whether too much of the bass line was used to achieve the transformative purpose of the parody (ultimately, Acuff-Rose licensed the song to 2 Live Crew in a settlement).  In the case at hand, there was testimony from an expert witness that the bass line from the Marvin Gaye song was an unusual variety in Motown music and very characteristic of Gaye’s style.

But before we delve too deeply into the evidence presented to the jury, there is another aspect of the Thicke case that is often mischaracterized by bloggers, media and press.  Many imply or even report that it was the Gaye family who started this litigation.  Let clear that up:  this is not an infringement action filed by the Gaye family, but rather this case was filed by Robin Thicke and Pharrell Williams, among others, against Marvin Gaye’s estate, not the other way around.  In a somewhat aggressive move by their flamboyant California lawyer Howard King, they filed a preemptive action for declaratory relief, asking the court to declare that they song was not an infringement.  At the very least, this move was risky – as can be seen from the outcome – and at worst, it was arrogantly misguided. This “strategic” move, perhaps inspired by the Gaye family’s inquiry to its publisher after reading Thicke’s comments on the song, has also been hotly debated in the blogs and on the Internet as well:

Robert Jacobs, co-chair of entertainment & media at Manatt, Phelps & Phillips, had this to say about the declaratory judgment:

The move could have been precedent setting if Thicke and Williams had prevailed, then other songwriters and lawyers may have started using the pre-emptive lawsuit as a strategy to push back on spurious claims.

This “pre-emptive” strategy is reminds me of the tactic employed by some lawyers using the procedures in F.R.C.P. Rule 11 involving frivolous lawsuits as an overtly offensive strategy to persuade their opponents to drop certain allegations in a case or various counts in the complaint.  This tactic has become commonplace in both State and Federal courts and is sometimes rewarded by more conservative judges.  Harvey Geller, with the Los Angeles law firm of Gradstein & Marzano, agreed King’s unorthodox strategy here might be an interesting approach, but seriously questioned the strategy:

If they want to settle and you instead sue, you are guaranteeing yourself a long and nasty legal battle. It was a really odd procedural maneuver. When you sue somebody, the one thing you can practically guarantee is you will get a cross complaint.

My local home boy and fellow member of the Nashville bar Richard Busch, attorney for the Gaye family, agreed that the strategy backfired, saying:

I was surprised. When Robin Thicke and Pharrell Williams decided to launch a lawsuit seeking declaratory relief that “Blurred Lines” wasn’t a copyright infringement of Marvin Gaye’s “Got to Give It Up,” I didn’t know they’d do this. My opinion is that they believed the Gaye’s didn’t have resources and the wherewithal to fight. My belief then was they were being bullies. I bet now they regret it.”

So now that we have those strategic and political back stories aired, let’s examine the evidence presented to the jury.

Perhaps the most damning type of evidence in any case is an admission from the alleged perpetrator that he/she is guilty. This case is not an exception. Long before to the litigation arose and before the Gaye Estate was alerted to the similarities, Robin Thicke bragged in an interview in GQ magazine about how much of a fan he was of Marvin Gaye. In fact, the rumor was that Thicke had a “fixation” on Gaye. Thicke continued to pontificate about how he had literally instructed Pharrell Williams to write a song just like Got to give it up. In fact, he said that Williams even “pretended” that he was Marvin Gaye as he wrote Blurred Lines. Starting with that confession, a jury doesn’t really need a lawyer telling them that they will find in favor of Gaye as to all three elements: ownership, access and misappropriation.

Of course, by the time the litigation was in full swing in April 2014, Thicke was claiming in a deposition that he was drunk and high on Vicodin when he recorded Blurred Lines and that he barely remembered anything, and was barely involved in its production.  He claimed that Williams wrote “almost every single part of the song.” As for his claims in GQ, he attempted to discount their validity, stating that he was jealous and “wanted some of the credit.” To make matters worse, when he testified in court, Thicke tried to generate jury sympathy with a self-deprecating characterization of himself, testifying that he had lied repeatedly in interviews and in sworn legal documents in an attempt to claim co-writing credit for the song that is the biggest hit of his career thus far.  That kind of dishonesty doesn’t play well with a jury, as it’s difficult to know which statements made by the witness are true and which are false.  It’s King’s worse nightmare and a dream come true for Bosch.

In King’s opening comments of the trial he emphasized how artists needed wide berth in their creative pursuits, trying to implant in the minds of the jury the theme he had set out as fact in the complaint, that “[t]he intent of “Blurred Lines” was to evoke an era” and therefore the songs were “starkly different.” During his opening statement, he reinforced his theme of his case just as he, Williams and Thicke had reinforced it publicly in the press, on the Internet, and social in media: “We’re going to show you what you already know: that no one owns a genre or a style or a groove. To be inspired by Marvin Gaye is an honorable thing.”  In fact, the team is still pushing this idea that being an inspiration to current artists is an honorable thing.  While that statement is definitely true, what they ultimately discovered is that this inspiration looks a whole lot different than misappropriation.  By virtue of the Progress Clause of the Constitution, artists already have wide berth to be inspired by the creative ideas of others – indeed that is the very purpose of Copyright Law – but that does not mean that they can appropriate the expression of those ideas and call them their own!

Throughout this ordeal, Williams seems to be the most honest and sincere of the bunch, which is a tribute to his character, especially considering that Thicke basically threw him under the bus on multiple occasions during the course of the litigation. In his own testimony, Williams estimated that he has written thousands of songs in his 20-year career and believed that although Blurred Lines may have the “feel” of Gaye and the that genre of the late ’70s, it was nonetheless a wholly original creation.  Unfortunately for Pharell, however, Thicke and King had already set him up failure on this score by promoting their theme of the case on every social media outlet and online media that would print it.  While it may track well with the “all-information-on-the-Internet-should-be-free” crowd, the idea that Blurred Lines was a tribute to a generation, rather than an appropriation of Gaye, did not align with the facts at all, particularly the expert testimony we’ll examine below.

The exploitation of King’s case theory prior to the trial may have been successful from a publicity standpoint, but it gave Busch a significant advantage when it came to trial strategy and preparation, as can be gleaned from Busch’s assessment here:

[I]t was our opinion that Pharrell Williams and his lawyer Howard King wanted to litigate this in the press by continually saying that all they did was take a feeling. And if they did any copying, it was only a genre. We didn’t view it like this at all. Yes, it involved a big, popular song, but this was a straight-up copyright claim over com positional elements that we believed had been taken.

Once Thicke and Williams filed suit against them, the Gaye family counter sued, as almost anyone would expect, alleging that the song Blurred Lines misappropriated multiple protected elements of Got to Give it Up.  But these efforts were stymied early on by judge’s ruling on a summary judgment proceedings in the case.  Gaye’s attorney, Busch, filed a “mash up” of recordings of the two songs, claiming that the two “sound[ed] like a perfect, natural match because it blend[ed] sonically” and that the mash up was a “concrete musical illustration of the substantial similarities” between the two songs.

But in his response, King threw up the curveball argument that the Gaye family did not own their father’s commercially released sound recordings featured in the mash up, but instead owned the composition contained in the “lead sheet,” the sheet music that was filed with the application as the best copy.  The Gaye recordings belong to Motown Records, which is owned by Universal, which in turn owns Interscope — the record company that released Blurred Lines and a defendant in the Gayes’ countersuit.

Judge John Kronstadt agreed with King in a ruling in January and reaffirmed the ruling following an appeal from the Busch. His decision enforced that the Marvin Gaye recordings of “Got To Give It Up” and “After The Dance” couldn’t be heard in court. Instead, he required that the attorneys use only stripped-down instrumentals of both songs.  This was a significant victory for the Thicke team, as presentation of their recording against the banal sheet music of the original would most certainly reinforce the theme of their case that they were trying to replicate an era, not a song.  Further, it ostensibly hamstruck Busch, who could not longer let the jury hear some of the most obvious similarities between the recordings.

Busch said of this about the disability:

image “[W]e tried this case with one-and-a-half arms tied behind our back thanks to the judge’s ruling to not allow the full Gaye recording to be played to the jury. The court held that our claim was limited to elements found on the lead sheet deposited with the Copyright Office, and had we lost, there certainly would have been an appeal. But we were able to overcome the disadvantage by preparing excerpts from the recording of what the court found to be arguably protected and have it compared to excerpts from “Blurred Lines.” In the end, this focused the jury on the music and allowed for a good comparison.”

“The court’s ruling may have contributed to the other side’s biggest mistake in my view,” Busch continued. “They focused heavily on allegedly specific note-for-note differences between the lead sheets and the recording.

So what was initially a huge defeat for the Gaye family actually turned in their favor, again thanks to the ill-fated theme of the case developed by King.  That brings us to the “always-present-in- copyright- infringement-actions” dueling musicologists! Copyright infringement actions traditional rely heavily on the testimony of such experts and this case was no exception.  The Gaye Estate relied on Berkeley professor and music expert, Judith Finnell & Harvard professor of African-American music Ingrid Monson, while the plaintiffs relied on Sandy Wilbur. And as Busch pointed out, due in large part to the theme of the case we’ve discussed above, the expert for Thicke and Gaye focused heavily on the “trees,” whereas the experts for the Gaye family took a broader approach, combining to focus on the “forest” as it were.

The jury heard testimony from Finell alleging that the two songs were substantially similar in a number of regards, despite the characterization by many, including Wilbur, that any similarities were relegated to common building blocks like drum beats and bass notes.  To begin, Finnell examined melodies and lyrics to several lines of both songs: “I used to go out to parties” in Gaye’s Got To Give It Up” and the chorus opener “And that’s why I’m gon’ take a good girl” in Blurred Lines.  She found the similarities in the melodies to those two phrases “pretty stunning” and “highly unusual.”  Both begin with a repetition of the same note, she opined — “one of the most important considerations in comparing melodies” — and end with a single word (“girl” and “dancing”) sung over several notes.  This effect is called a melisma, or the singing of a single syllable of text while moving between several different notes in succession.

Finell also noted that thematically the songs were similar in that they both described a type of transformation. The narrator of Got To Give It Up transforms from a wall hugger to an enthusiastic dancer, while in Blurred Lines, “the ‘good girl’ transforms into a more sexually liberated girl,” according to Finell.  Line by line, the Wilbur and Finell continued to compare the lyrics to song, including the line from Gaye “move it up / Turn it ’round / Shake it down” which is similar in melody and lyric to Thicke’s “Shake around / Get down / Get up.”

In his testimony, Williams, who wrote the lyrics to Blurred Lines, denied that “Shake around, get up, get down” closely resembled Gaye’s line “Move it up, turn it round, shake it down,” saying that “[i]n the average black family of the Seventies, that’s what we do when a song comes on. That’s what my dad used to say.”image

Next, the expert compared what was variously described as the “signature phrases” of the two compositions: “Take a good girl” in Got to Give it Up and “Keep on dancin’ in Blurred Lines.”  Finell argued that “[i]n the case of these two hooks, the key words of the hook, the money words — ‘good girl’ and ‘dancing’ — [each] come immediately after the bar line,” referring to the timing of the lyrics. She also noted that the two phrases share three of their four notes.

Using example after example, Finell continued to drive home the fact that the similarities in the lyrics were too substantial to be any other than actual copying, dispelling the Thicke team’s mantra that they were simply copying a “feeling.”  The rap verse in Blurred Lines begins and ends, she testified, at the same point in the song as the Gaye song’s “parlando” — a lyrical chanting Finell described as “a precursor to rap.” Busch and Finell compared lyrics from the parlando and the rap verse, pairing Gaye’s “Let me step into/ to your erotic zone” with the repulsive line “I’ll give you something big enough to tear your @#$ in two”

After exhaustively parsing the lyrics and melodies, the experts finally arrive at what Avalon and most others focus on in this case, the interplay between the keyboard, bass and drums.  Both songs, Finell testified, feature remarkably similar bobbing keyboards and bass lines playing to similar rhythms and moments of silence. Finell noted that both of these underlying melodies use the E and A chord progressions and, of course, noted these similarities are also so extreme as to be beyond coincidence. Plaintiff’s expert Wilbur pointed out that chord progressions aren’t identical at all, since Got To Give It Up uses eight chords while Blurred Lines uses just two.  In an attempt to diminish the similarities, Thicke, during during his turn on the stand, played a medley of pop songs on a keyboard in order to demonstrate that many share the same chord progression and therefore can sound similar.

Now we come to my favorite part.  Since the theme of King’s case – i.e., that the two songs only possessed a similar style because Williams was “inspired” to create a tribute to the genre – had been widely publicized through their own efforts, this afforded Bosch the opportunity to build a counter attach. Wisely, in direct response, Busch brought in an expert to contradict this theory, and it is perhaps her testimony that helped sway the facts in favor of the jury’s finding of substantial similarity. The Gayes’ additional musical expert, Harvard professor of African-American music Ingrid Monson, bolstered Finell’s arguments about the similarities between the rhythm and bass line.  Monson testified that Gaye’s bass line, paired with a reggae- or ragtime-influenced keyboard melody, was highly unusual in Motown music, and very unique to Gaye.  That testimony made it difficult for the jury to accept the claim that Williams was merely influenced by a genre or generation of music in general instead of the Gaye’s composition specifically.  Monson opined that the similarities in this regard were substantial, leading her to suggest that while Blurred Lines was being written, Got To Give It Up was likely playing in the background. Since she wasn’t present when Blurred Lines was written, the judge sustained King’s objection and that remark was stricken from the record.

Finally, Finell also testified that there were additional strong melodic similarities. In her expert report and testimony, she identified a short, recurring melodic line she labeled “theme X,” heard over Gaye’s lyrical phrase “dancing lady” under the main vocal.  Finell identified this as the same melody Thicke sings under lyrics “OK, now he was close” and “But you’re an animal.”  Significantly, she identified one very recognizable note in “theme X’ that happened to be sung out of key.  This is reminiscent of the rest note that ultimately decided the George Harrison case regarding subconscious infringement, Bright Tunes Music v. Harrisongs Music 420 F. Supp. 177 (S.D.N.Y. 1976).  On that note, Finell drove home the substantial similarities between the songs, concluding that they are “… the same musical material. It’s the same notes, the same rhythm, just … the same.”

Miller responded to this damaging testimony by asserting that Thicke’s vocals don’t match the Gaye sheet music, but rather that any similarity between the songs is found in the recordings, thus repeating King’s theme of the case to the end.  But Finell pointed out that this discrepancy is a result of the fact that Thicke’s theme X matches a harmony that is implied in Gaye’s lead sheet, even though it is not written.  “It’s represented as one melodic line when really there’s three that occur,” she noted.

In the end, it is critically important to see this case through the eyes of the jury when evaluating the outcome.  Those eight people – five women and three men – saw the mountain of evidence, heard the dueling opinions, listened to the testimony of Williams and Thicke, and carefully evaluated and weighed the credibility of all that testimony and evidence to determine if Busch had met his obligation to prove ownership, access and misappropriation.  After careful deliberation, they believed the evidence indicated substantially similarities not only in the keyboard, drum and bass interplay, but also in the themes, melodies and lyrical construction.  The very unique musical elements used by Gaye, and no other Motown artists, were the same as those found in Blurred Lines.  Since access was admitted by Thicke and, to some degree, by Williams, the jury didn’t buy the shallow defense that this was a homage to 70’s R&B music.  Rather, it was a misappropriation of Gaye’s original song.   They believed Thicke’s early admission against interest in the GQ article that he had instructed Williams to write a song similar to Got to Give it Up, rather than he self-serving testimony that that admission was, in fact, a little white lie.  In the end, a jury of their peers determined that Thicke and Williams should pay $4 million in copyright damages plus profits attributable to infringement, which for Thicke was determined to be $1.8 million and for Williams was determined to be $1.6 million. While that total amounted to almost $7.4 million, one of the highest awards in history, it should be noted that the song has generated more than double that amount, so it is not unreasonable.  Busch immediately asked that the court suspend sales of the song.

After the trial, the Plaintiffs issued the following statement:

While we respect the judicial process, we are extremely disappointed in the ruling made today, which sets a horrible precedent for music and creativity going forward. “Blurred Lines” was created from the heart and minds of Pharrell, Robin and T.I. and not taken from anyone or anywhere else. We are reviewing the decision, considering our options and you will hear more from us soon about this matter.

Of course, they decided to appeal the verdict, so we will have to hear what the 9th Circuit has to say about it.  In typical fashion, King announced the appeal on the Fox networks, repeating the now familiar themes:

We owe it to songwriters around the world to make sure this verdict doesn’t stand.  We are going to exercise every post-trial remedy we have to make sure this verdict does not stand. … Just because eight people think two songs are similar doesn’t mean they are. I think this is a horrible decision that is going to affect whether or not record labels provide the necessary funds for new music to be created.

In the end, King and his clients are still ignoring the evidence and leaning on the theme of his case, seeming even soliciting the support of friend like John Legend to denounce the verdict.   Of course, Legend was not present for the evidence.  Rather than “respect[ing] the judicial process,” they have mounted another social media campaign deriding the decision as a “horrible precedent” and a “horrible decision” for creativity.  You might admire them for that, but I would remind them that appeals courts tend to heavily favor the jury, who had the opportunity to impartially weight the credibility of the evidence and made their determination on that basis. If I had been sitting on that jury, this evidence likely would of swayed me in the same direction. Infringement, even unintended, is still infringement.

More importantly, I would remind everyone that this is the type of decision that actually encourages creativity.  If an artist know that his creation cannot be misappropriated, that artist will continue to create.  The day that we allow the unfettered use of creative expression without appropriate penalty is, in the words of Don McClean, the day the music died.[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]