Recently it was announced that the pop-rock band Hanson, yes that Hanson of teeny bopper fame in the late 1990s, plans to get into the beer brewing business this year. The brothers intend to make an IPA beer named MMMMHop, bringing back fond memories of their hit tune linked above. While first, we must commend the boys for picking an exceptional style of beer and not wimp out with a more boring lager or pilsner, the boys new business venture is a perfect example of how bizarre the world of entertainment has become.
It is true the band is playing off one of their songs in their beer name and not their overall band name, “Hanson,” but the lesson to be learned here is that no one can predict where ones career or business ventures turns 5, 10, or 15 years down the road. A band, act, or artist’s branding, i.e. their name, is arguably the most important business decision an artist will make and this comes at the front end of an artist’s career. Careful thought must be put into how creative, unique, and protectable ones name is before starting to invest time, effort, and most importantly money into developing the brand. While an Artist may not care about future sales of merchandise or goods (or services!) now, the smart artist will have the foresight to plan for the future regardless and come up with a highly protectable name to ensure themselves the option of being able to expand the brand in the future.
Before using a name, be sure to check the United States Patent and Trademark Office to see if there are any hits, and also simply google the name and see if anybody else is using the name out in cyberspace. This small time commitment to determine the protectability of a name up front could pay big dividends down the road.
Bradley Legal Group, P.A. are Intellectual Property lawyers, Entertainment lawyers and Music lawyers servicing clients in Miami, Fort Lauderdale, Boca Raton, West Palm Beach, Orlando, and Nashville. We also affiliate with entertainment lawyers licensed in New York and Washington, D.C. © 2012 Bradley Legal Group, P.A.