by Muthoni Kimani
February 24, 2021
The music record company, Warner music, with which Master KG is under contract, has said it will demand license fees for the use of the song in the videos.
The "Jerusalema" dance challenge created a feel-good sense of community around the world. In a statement to German news outlet Deutsche Welle, the corporation said it would be demanding the fees from any organization or institution that used the music, either "as an advertising or image-promoting effect in favour of an institutional organization or company".
Warner Germany spokesperson has said participants in the challenge ought to have sought permission from the producers, in the form of a license, before dancing to the music.
This means that institutions like Parliament and other private organizations and government institutions that took part in the challenge, either as part of their public relations or corporate social responsibility initiatives, will be liable for the fines.
Warner Music is yet to disclose the amounts it will charge on the said institutions; it, however, said that the fines would not be imposed on individuals who took part in the challenge.
That said, here in Kenya, besides MPs who danced to the video last year just like the rest of Kenyans, a number of government institutions, county governments like Nairobi and Mombasa, and parastatals and private organizations also took part in the challenge.
Football clubs like Gor Mahia also took to the challenge, which incorporated ODM leader Raila Odinga, generating an increased interest online. Then, others like the Kenya Forest Service, Kenya Ferry Service, Huduma Centre, AA Kenya, Naivas Supermarket, Agility Kenya, and many others.
The Jerusalema soundtrack is a creation of South African musician and record producer Master KG and Nomcebo Zikode.
The song, produced and released in 2019, provided the much-needed solace for many during the Covid-19 pandemic in 2020, resulting in several dance challenges online, pushing its viewership up by millions.
As of today, the Jerusalema hit has more than 300M views on YouTube!