The FIRST KISS video that went viral earlier this month is a digital advertising phenomenon that uses music with permission! Giving a shout out the folks involved for doing it right! Here, the clothing company Wren created a three-and-a-half-minute video featuring pairs of strangers kissing for the first time accompanied by the musician Soko’s song, “We Might Be Dead Tomorrow,” which was licensed for use in the video. Within days of being released on YouTube, the video went viral… and over 73 million views later, both the clothing company and the musician are selling more and making more money.
According to a recent NY Times article, “there has been a ‘significant bump’ in sales on Wren’s online store since the video made its debut. And the song accompanying the video, Soko’s ‘We Might Be Dead Tomorrow,’ sold 10,000 copies in North America on Tuesday and Wednesday [following the video’s release].” It’s also reported that sales for Soko’s album featuring the song went up too and that the video was made on a modest budget of about $1,300.
Three cheers for the entrepreneurial ladies (clothing designer, musician and video director) for their successful collaboration on the FIRST KISS viral video phenomenon. Gotta love a happy ending.
BY: Vanessa Kaster, Esq., LL.M.
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See also: YouTube video link at https://www.youtube.com/watch?v=IpbDHxCV29A; The NY Times Article by J. Koblin, “A Kiss Is Just a Kiss, Unless It’s an Ad for a Clothing Company” at http://www.nytimes.com/2014/03/14/business/media/a-kiss-is-just-a-kiss-unless-its-an-ad-for-a-clothing-company.html?_r=0; Wren’s website at http://wrenstudio.com/clothing/; @iplegalfreebies and www.kasterlegal.com.