Music

1. A radio producer needs to take into
consideration many different things when
creating an advert for any media outlet.
Depending on the style of the advert they
need to think about the audience they’re
are targeting and the functions like the
main music piece of the advert. They need
to know what type of music they want to
play that will fit the theme of their product
or service. For example, for a sports drink they might use fast paced music to fit the theme of
the product. This is important as it emphasis on the tone of the advert which help viewers
more when listening to an advertise or if the music is to be used as a tag for the advert.
They need to pick a style such as informal, formal, pastiche and more. Once a producer
chooses a piece of music they need to get permission for using that music as it is important to
get the labels or artist permission to use their music or voice. After that they are free to use
the music for broadcasting and to serve their advert. The advertising code by ASA follows a
strict set of rules such as not saying certain things on air using copyrighted audio so a
producer needs consider these rules and to seek permission so their advert is completely
legal.
It’s important for radio producers to get permission because there are legal requirements to
copyright. Producers do this by getting rights and clearance from PRS from music a licensing
company that has a society of songwriters and composers. Or you could report the music to
the PPL and then you will be allowed to certain pieces of music publicly on on the radio.
Companies keep cue sheet to keep up to date on what radio producers are doing and what
songs or artists they’re using. If you don’t get any clearance or permission, then you will get
reported to the PRS or PPL because you are violating copyright law. You may have pay
certain costs or pay any damages for breaking copyright infringement so it’s better to follow
the process.
Fair use is a law that means any copy or copyrighted material used like music or audio from
owned property without getting permission can resort in the produced material being
removed and then a fine to be issued. In the radio conditions with somebody were to use a
song by reproducing it in their radio broadcast making a profit from copyrighted work that
they did not get permission then it it deemed illegal and will shut down your radio broadcast
to any person listening so no one can listen to it.
Music producers have two ways to gain licenses for their projects one is synchronization
licence and master use license. A synchronization licence is when the producer must get the
permission of the owner of the underlying song which is the songwriter or the music
publishing company that owns the song. Obtaining permission from the underlying song is
called synchronization licence. They are not getting a certain recorded version of a song but
just the underlying song itself. The second way of getting licenses is to get the producer help
for whichever version of the song that they recorded. The producer must get a master use
licence if he wants to use a version of the song that the songwriter recorded. The producer
must obtain the master use license from the artist or the artists label only then they are a free
to use the music in the own rights.

2. The seven second rule is used by some radio advertiser and its where an advertiser uses a
song but for only seven seconds. However, from a legal perspective the seven second rule
doesn’t really exist as there is no legal basis for the 7 second rule. Any unauthorized music
used in media from a copyright song violates copyright law. This makes the 7 second rule
illegal so you can’t use the seven second rule as any length of music used violates copyright
rules. I think it does not exist or at least people don’t use it anymore because copyright law
restricts that and are always usually always there to make sure all music used has the right
permission.
It’s best for a radio producer to use their own original piece of music because licensing can be
really expensive so there are some strategies a producer can use to avoid certain expenses.
One big option is to create your own original music for broadcasting and have played by you
or a hired musician to play it if you can play it. This will lower the cost of licencing as you
own that piece of music and have all rights to use it meaning you don’t have to pay to get
music. Another option is to actual purchase the music but have it performed by a hired
musician rather than the original artist. This will be less expensive as you’re not using the
famous artists voice but using a hired person which will cost less than the original artist.