Sony and the Jk Wedding Dance Video Crisis

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The Options

1. Issue a take-down notice

2. Notify the host that it was claiming the song

3. To Maintain the Status Quo

The Criteria of Evaluation

1. Financial and Legal Implication

2. Minimum dispute

3. Industry Laws

4. Brand Image

5. Ethics

Evaluation of Options

1. Issue a take-down notice

As per provision of copyright act 1998 Sony has the right to issue a notice. By doing so it would come across as a materialistic company misusing its power. The Brand name would take a serious hit and this would be felt across the product line. The company might then be involved in a legal tussle with the couple who has now decided to take a firm stand.

2. Notify the host that it was claiming the song

Within the legal rights Sony could negotiate some form of revenue sharing agreement as the owner of copyrighted material. This would ensure that the couple keeps getting their share of the earning. The couple might not agree to a sharing pattern leading to dispute subsequently the brand image may take a hit. For Sony its Brand is the biggest asset which cannot be risked. The earning of the singer could be paid by Sony itself. A good option to consider.

3. To maintain the Status Quo

The easiest of them all would be to stay away from the controversy and come across as a philanthropist. Sony by staying away will be sending a strong message to such people. The song has already been quite profitable and need not generate more revenue through Youtube. The song is already getting publicity which Sony can encash in some other way. This is in line with Jeff’s vision of not disturbing the natural flow of consumers.

The Recommendation

From the aforementioned analysis of the generated options, we can arrive at an option of maintaining the status quo. Sony would not want to be come across as supporting Chris Brown in any way. It should definitely take pride in its song going viral but should not disturb the natural flow of consumers. Taking the video down would not have been fruitful either ways as it is nearly impossible to contain the net.

Action Plan

1. Release a Public statement mentioning that Sony will not be making a claim over the earning from the video and is happy to let Jill and Kevin use their song.

2. Ensure that Chris Brown is getting remunerations from his songs.

3. Give the song for free over legal downloading sites such as iTunes and Rhapsody.

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