If you put together a homemade video of the Jerusalema dance challenge, much like the one Finance Minister Tito Mboweni did, you’ve got nothing to worry about. However, if you used the hit track to push your brand – you could be in for a rude awakening.
Jerusalema - the infectious beat and dance to match sparked a global dance frenzy last year, the likes of which was probably last seen when Ayy Macarena came out in the early '90s, came at an unprecedented time in history.
Under the conditions of lockdown, It was Jerusalema that saw folk all around the world getting together to celebrate life and give one another hope and a sense of unity in the face of the invisible enemy that is COVID-19.
Groups took to the streets, families to living room floors, and employees to rooftop workspaces to move to the rhythm of the catchy song - it quickly became a global lockdown hit.
However, the hit single that has spawned Master KG many an award and has seen him break record after record, might come at a price for companies that used the catchy tune to promote their brand.
According to Eyewitness News Dumisani Motsamai, an entertainment lawyer who heads up the legal side of Open Mic Productions, Master KG, and Nomcebo Zikode’s record label, some people took the challenge on for their own gains.
He told the media outlet that,' companies and brands using the song to enhance their own social capital is the problem Open Mic will be targeting'.
The video below racked up 130K views and over 6K hits for the Finance Minister at the time of its posting last year.
Jerusalema. The sound is here! With my boys!! We tried! Level 2!???????????????? pic.twitter.com/iRmyGRjVtz
— Tito Mboweni (@tito_mboweni) August 16, 2020
