The record company Warner encourages citizens to take the Käärijä drug, but the commercialization of the bolero, for example, can lead to demands.
Käärijä, or Jere Pöyhönen, who is going to the Eurovision finals as one of the early favorites, has caused the whole of Finland to be confused with his green bolero. People have started to sell the most special products at online flea markets under the name of Käärijä. All products have one thing in common, that they are green.
Is it possible to infringe the Käärijä brand in such a case?
Executive Director of the Copyright Information and Control Center Jaana Pihkala clarifies that mainly only the artist’s music falls under copyright laws. Personal brand and trademark infringement are defined by the artist and his background crowd.
– In some cases, high-end designer clothes, which are so original, can reach the threshold of works. Then they get protection under copyright.
Bolero part of the brand
Käärijä’s record company Warner Music Finland replies that Käärijä’s name, song lyrics or the song itself may not be used without permission in the marketing of a commercial product, on the company’s own social media channels or in connection with the brand. Permission must be requested from the publisher or record company in advance.
– In our opinion, if you use the color green and support Käärijä, then it is permissible and great. This makes the artist happy, and this is what we want to encourage people to do, the record company writes via email.
Warner Music Finland considers Käärijä’s bolero to be covered by copyright law.
– In our view, the bolero is already such a recognizable part of the artist’s brand that if it is going to be commercialized, then there should definitely be a permit for it. For their own purposes, consumers can of course dress up and make their own boleros.
The record company describes Käärijä’s immense popularity as unprecedented. Lordi’s Eurovision win 17 years ago was surely just as significant, but there was no social media back then.
– It’s amazing that this has grown into such a wonderful phenomenon and all of Finland is cheering Käärijä to victory, Warner commented.
The green familiar from Bolero is now the color of Käärijä. EPA / AOP