Free Publicity, With Drake And 21 Savage

intellectual property law

(Picture by way of Getty)

Every now and then, there may be an IP story that captures the creativeness of the broader zeitgeist. Often, there may be an entertainer or well-known athlete concerned, similar to when Kawhi Leonard took on his former sponsor Nike over the rights to his “claw” emblem. This week, a really attention-grabbing IP state of affairs developed involving two well-known music artists, Drake and 21 Savage. The state of affairs is a fast-moving one, with a brief restraining order entered in opposition to the artists on November 9 by the SDNY’s Decide Jed Rakoff. In his order, Rakoff additionally set a November 22 listening to on whether or not a preliminary injunction needs to be issued as nicely. Concurrent together with his upcoming therapy of the preliminary injunction, the choose additionally required the plaintiff to put up a bond of $10,000 by November 14. As you possibly can guess, the case at situation will not be a patent dispute, however includes types of IP the place restraining orders and preliminary injunctions are real looking reduction for IP homeowners to pursue.

What sparked this flurry of authorized exercise involving two of the music scene’s most outstanding up to date artists? The whole lot revolved round a curious public relations technique employed by the musicians to hype up the discharge of their top-selling new album, “Her Loss.” As famous by the Hollywood Reporter, the duo employed “a number of spoofs that circulated main as much as the album launch” together with “bogus appearances on NPR’s “Tiny Desk” collection and “The Howard Stern Present.” What obtained them in IP bother, nevertheless, was their resolution to additionally spoof Vogue journal by creating “a whole replica of the October situation with some adaptions, together with a Photoshopped picture of Drake with a younger Vogue editor-in-chief Anna Wintour.” That was adopted by the distribution of free copies of the “promotional” situation of Vogue in a variety of high-traffic areas, with Drake additionally sharing a put up together with his 124 million (sure, a loopy variety of individuals) Instagram followers that thanked “@voguemagazine and Anna Wintour for the love and assist on this historic second.” What might need all began in good enjoyable turned very critical in a short time, nevertheless, with Vogue writer Conde Nast submitting a bunch of trademark and unfair competitors claims in opposition to the 2 artists and their public relations agency within the SDNY inside every week of the pretend Vogue’s hitting the streets and social media.

The SDNY grievance is an attention-grabbing learn, with maybe the funniest little bit of proof offered as proof of confusion brought on by the pretend Vogue journal being the up to date Wikipedia entry for Vogue U.S. cowl fashions, up to date to point out Drake and 21 Savage as the most recent entrants. Different proof of alleged confusion submitted together with an image submitted on Twitter by a fan fortunate sufficient to get a number of arduous copies of the “promotional” Vogue situation, in addition to varied and varied music business shops hyping up the discharge of the brand new album — whereas additionally mentioning that the artists have been additionally newly minted Vogue cowl fashions. When it comes to producing publicity for the album launch, it’s arduous to argue that the Vogue vamping technique was something apart from a powerful success. Even at the price of a lawsuit, which arguably solely introduced extra consideration to the stunt, once more to the good thing about the artists when it comes to extra consideration on their album launch.

Nonetheless, the eye was a bit short-lived, a minimum of when it comes to the artists being able to proceed milking their promotional efforts with out authorized recourse. In actual fact, it was solely two days from when the grievance was filed when Rakoff introduced the entry of the non permanent restraining order, together with the opposite follow-on proceedings that have been ordered as mentioned above. In his resolution, the choose enjoined the artists from additional “utilizing, displaying, dissenting or distributing” the pretend Vogue cowl and the counterfeit magazines they printed for the promotional marketing campaign” whereas additionally prohibiting them from “referencing Anna Wintour, Vogue’s Editor-in-Chief, for industrial functions.” In brief, all that’s left is the authorized reckoning as a consequence of the now-terminated publicity stunt.

Finally, conditions like this are a potent reminder of the function publicity-generation can play in IP disputes. Whereas maybe not as highly effective a driver of adversarial decision-making as emotion is, the worth of garnering publicity could be a key contributor to the presence of litigation as a method for resolving IP disputes. Right here, there isn’t a doubt that the artists have benefited — a minimum of from a publicity perspective — from the escalation engendered by Conde Nast in pursuing IP claims in opposition to them. On the identical time, this example has maybe had some profit for Conde Nast too, when it comes to demonstrating the worth of their Vogue franchise, in addition to their willingness to aggressively police their IP rights. As with most IP disputes, the likeliest decision here’s a settlement of some type. But when this case bucks the chances and goes all the way in which, I think Drake and 21 Savage shall be compelled to confront the price of free publicity.

Please be at liberty to ship feedback or inquiries to me at or by way of Twitter: @gkroub. Any matter options or ideas are most welcome.

Gaston Kroub lives in Brooklyn and is a founding associate of Kroub, Silbersher & Kolmykov PLLC, an mental property litigation boutique, and Markman Advisors LLC, a number one consultancy on patent points for the funding neighborhood. Gaston’s apply focuses on mental property litigation and associated counseling, with a robust give attention to patent issues. You’ll be able to attain him at or observe him on Twitter: @gkroub.