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A jailbird’s guide to using unlicensed music

PopArabia's Spek and WithFeeling's Smeddle explain why sonic branding isn’t just about music – it’s about meaningful, lawful brand engagement.

PopArabia's Spek and WithFeeling's Smeddle share why sonic branding isn’t just about music – it’s about meaningful, lawful brand engagement.

So you’re the content manager for a mall in Dubai and you want to use Bob Marley’s Jammin’ as the music for your social media soundtrack?

Go ahead. That’ll get you into trouble quicker than admitting you shot the sheriff.

And in the mall itself. That lovely, slow and familiar love song in the zone around the high-ticket jewelry stores or the quick-tempo current chart -topper in the supermarket? You’re making every customer within earshot an accessory to a crime. Even in Dubai, that’s too high a price to pay for some retail therapy.

 

And when you get caught? The first thing you’ll be told when you protest is ‘ignorance of the law is no excuse’.

Ignorance, in t


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the authorHiba Faisal
Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on sports marketing, the luxury industry, social media trends and influencer marketing. She specialises in exclusive features that bring industry leaders together to offer insights on the latest trends and pressing topics, highlighting how brands and agencies build emotional connections through relevance, authenticity and storytelling. Alongside her daily reportage, she is tasked with the brand’s social media presence, which includes producing and editing reels, interviews and behind-the-scenes footage for Campaign’s digital platforms.