Ford F-150 2024 A US Ford dealer has found itself in breach of copyright law over an advert for the F-150. Picture: Supplied
Image: Supplied
It’s easy to lose yourself in the constant feed of videos on TikTok, and if you’re a creator it’s also easy to lose a lot of money if you’re not careful.
A Ford dealership in the US is finding this out the hard way after receiving a legal notice from the publishing company of rap legend Marshall Mathers, better known as Eminem.
LaFontaine Ford in Saint Clair Michigan, is in hot water for allegedly using Eminem’s song ‘Lose Yourself’ as background music in a video advertisement that it posted on TikTok, Instagram and Facebook last year, Carscoops reported.
In essence, the ad told viewers they “only had one shot” to buy a limited-edition version of the Ford F-150 Hybrid.
Copyright laws in the US stipulate that companies using songs for promotional purposes are required to buy a ‘synch’ licence, as they would with a TV advert. Failing this, they are in breach of copyright law.
Eminem’s publisher, Eight Mile Style, is seeking damages of $150,000 (R2.8 million) for the dealer’s use of the song.
“This is an action for willful copyright infringement … against LaFontaine for its unauthorised use of the composition in online advertisements for one or more car dealerships in blatant disregard of the exclusive rights vested in Eight Mile,” the company’s attorneys said.
This isn’t the first time that Eminem has sued a company in the automotive industry for the illegal use of this particular song.
In 2011 Audi settled a lawsuit with Eight Mile Style after the German carmaker used “Lose Yourself” in an advert for the then-new A6 Avant.
Although the settlement amount was not reported, it did reportedly include significant support for various social institutions in the city of Detroit, Billboard reported.
The publishing company praised Audi’s generosity following the settlement.
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