Nokia needed expert label relations and music rights advice to create a process to obtain permission from record labels to use artist names and song titles in a global ATL campaign across 88 countries.
Nokia selected FRUKT as the central contact point to receive track title/artist name requests from all Nokia markets and obtain approvals from all appropriate labels. Nokia required a streamlined label liaison system in order to deliver timely approvals and maintain Nokia’s strong label relations.
SOLUTION:
FRUKT provided an ongoing music rights advisory service to ensure that the campaign was fully compliant. FRUKT liaised with the 4 major labels and almost 500 independents to define and implement a cross-territory approval process. Where label approval was not granted FRUKT helped identify replacement tracks liaising with Nokia and its agencies, JWT and Wieden & Kennedy.
RESULTS:
Since the project began in October 2008, FRUKT has obtained a total of almost 3,500 track approvals, which have appeared in over 600 different ATL creative executions globally.
