As reported by Brand Republic amongst others, it seems that the Beatles catalogue will finally become a plaything of the ad creatives. We’re talking the real deal here, not some sugar-coated, whizzed up version like the one on the Target ads, but every twang and crash from the Fab Four themselves. So, are we in for “All you Need is Dove”, or “We all live in an Orange Submarine”? Or will the the catalogue will be treated with care and sympathy?
It would appear that Sony and Michael Jackson’s ATV music, who co-own the rights, are set to auction-off ad usage of their Scouse silverware to the highest bidder. I’m at something of a loss to see who will benefit from a “brand partnership” – Sony/ATV, or the remaining mop tops? Clearly the partnership is off to a good start with Sony/ATV’s CEO Martin Bandier feeling he has a “moral obligation” to discuss uses of the catalogue with the Beatles members or their estates, despite having no legal need to seek their permission. Such magnanimous gestures should go a long way to reassuring them that the music will be well protected.
Don’t get me wrong – advertising creatives have used classic tunes to fantastic effect in the past, increasing both product and record sales at the same time – think Marvin Gaye, Levis 501 and Nick Kamen (not original according to Indra Sinha) and even Brad Pitt. Many up and coming bands are only to keen to have their latest track used to promote a well-cut piece of cloth, or provide the moody accompaniment to the latest youth hostel bloodfest.
But is the Beatles catalogue one step too far, or is my age just catching up with me? I just can’t quite stretch my democratic media ideals to Birds Eye and “Peas Peas Me”!
Tags: Advertising, beatles, Media, Music