MRC: Five years of hit songs in advertising

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“The company Music Rights Clearance, a gold standard in the music licensing industry, is expanding its offer, thereby allowing agencies to fully take advantage of its privileged relationships with multinational record labels, artists, rights holders and owners of music catalogues,” explains President François Lachance.

Over the past five years, the company has licensed countless titles and iconic pieces of music every week to accompany TV, radio and online advertisements, both in Canada and around the world. This selection ranges from Billie Eilish to Heart, by way of U2, Louis Armstrong, Jay-Z, Ella Fitzgerald and many others.

Unleashing imagination, across all continents
Growing international demand has also prompted Music Rights Clearance to sign agreements with partners in France and the United States, in addition to scaling up its capabilities. One such example would be its licensing of the song Tomorrow from the motion picture Annie for the Leo Burnett agency, which included an Arabic re-recording, to be featured in a Saudi ad for Zain Telecom.

In the United States, the campaign for Bota Box wines (Bensimon Byrne agency) and the song Young Hearts by Bunt (feat. Beginners) count among the long list of titles secured in record time by the MRC team. On the home front, the poignant 30 seconds by Mazda in connection with Covid-19, dreamed up by Wunderman Thompson, with the title Stand By Me performed by Skylar Grey, as well as a comedic spot created by Rethink for Kraft Dinner (with the title You Don’t Own Me by Lesley Gore) set themselves apart by skilfully combining the power of images with a memorable song.

A one-stop shop to set agencies free
Music Rights Clearance breaks down its range of services into the six following pillars: rights clearances; quick ballpark estimates to help producers and creatives make well-informed decisions; music research and supervision; contract consulting; the re-recording or recording of original music compositions as well as a direct access to artists. “Our strategy involves an international network of contacts and relations, making it possible to deliver high-quality, speedy results at extremely competitive rates,” Lachance points out.

“Each instance of rights clearance can be likened to a race against the clock – one that takes place around the world. Such an adventure requires an important volume of individual requests and negotiations, and calls for creativity, responsiveness and extreme rigour,” he adds.

New website and rodeo
In addition to strengthening its offer, Music Rights Clearance is also launching a new website, better suited to the needs of agencies and producers.

“We know full well that creatives and producers are on the hunt for the right title, while also seeking an optimal experience. Negotiating rights is a bit like competing in a rodeo: if you don’t have all the skills, you risk quickly falling off,” Lachance sums up.