Radio producers must carefully select music for advertisements based on the target audience and desired mood. Upbeat music may attract more attention from teens and young adults, while somber music suits sad campaigns. Producers must obtain permission from organizations like PRS and PPL to use copyrighted music legally and report its use. Failing to do so could result in legal action for copyright infringement. Alternative strategies include using original music or paying a distributor to legally access a music library.

1. PR11 the Commercial ProductionProcess
MUSIC
Whenradioproducerscreate adverts,theyhave totake intoconsiderationwhothe targetaudience
are before theychoose astyle andfunctionof musictouse.This meanswhatsource of music they
will use toput ina specificradioadvertisementdependingonwhatgenre itisand whatmoodthey
are wantingtoset.For example,if itwasa sad,upsettingadvertsuchasWateraidor RSPCA,they
wouldn’tuse happy,fastpace musicwithanupbeatrhythmas theywouldwantthe audience tofeel
for the people onthe advertisementwhoare havingahard time.I dothinkthat radiocommercials
withupbeatmusictendtocatch people’sattention more astheystickinpeople’sminds,especially
for teensoryoungadults.Usually,advertsthatare directalwaysappeal topeople because theyfeel
like they’re beingspokentoandincluded.The same asif an advertis informal,it’smore laidback
and easylisteningratherthanhavingsomeone reallyformal tellingyouall thisinformationwhich
probablywon’tinterestyou. Itall dependsonwhoyou’re targetingandhow youwantthemto feel.
It isimportantfor all radioproducersto obtainpermission touse the musictheywantinan advert
as there islegal requirementsagainstcopyright,etc. Theydothisbygainingclearance fromeither
PRS formusicor PPL by reportingandpayingforthe piece of music.Thisthen allowsthe use of
certainpiecesof musicpublicly onthe radiobutthese companieskeep cue sheets tokeepuptodate
withwhatradio producersare usingwhatsongsby whatartists. The consequencesare that if you
don't getclearance foryour use of the copyrightedmusicand/ordon’treportit to PRSor PPLfor
any reason,youcouldface legal actionforcopyrightinfringementandcouldevenbecomeliable to
pay damagesandcosts. Soit’salwaysbetterto abide bythe law and go throughthe processthe
correct way.
Fair use: Fairuse allowscreatorsto incorporate copyrightedmaterialsintotheirownwork—without
obtainingthe permissionof the copyrightowner—whencertainconditionsare met.Fairuse
recognisesthatwhile the primarypurposeof copyrightlawsistoencourage artisticand cultural
innovation,rigidapplicationof copyrightswouldactuallystiflethatcreativity.Societybenefitswhen
creatorshave the freedomtocritique andcommentonthe worksof theirpeers,orto remix and
reuse artisticmaterial innewandinventive ways.
Licensing: Music producersgettheirlicensesfromPRSandPPLto use variousmusictracks. If you
playrecordedmusicor musicvideosinpublic,youwillalmostcertainlybe legallyrequiredtohave a
PPL licence.

2. PR11 the Commercial ProductionProcess
The 7-secondrule: Thisrule hasbeenimputedbycertainproducersastheythinkitis okayto playa
certainsongfor 7 secondswithoutgainingpermissionorclearingitwithPRSformusicfirst.Thisrule
isfalse andno longerappliesasnomatterhow manysecondsthe songit on,you can still be charged
for copyrighting.
Strategies:If a radioproducerdecidestouse theirownpiece of musicor geta recordingartistto
create one insteadof gettingpermissiontocopyrightanotherartistthroughPRS;itis actually
beneficial tothemas theywon’thave to pay or be underpressure tofill outcue sheets,etc.
E6 radiospay a specificcompanythatdistributesvarious artists’ music.Theydothistoensure that
whenwe use the radioin college todoradioshowsor make advertisements;we know ithasbeen
clearedandcannot be chargedfor not abidingthe copyrightlaw.We save all of the songsintoour
librariestouse themas frequentlyaswe need.