Sony and the Jk Wedding Dance Video Crisis

A Decision Report

On

Sony and the JK Wedding Dance

(Managerial Communication)

Submitted to

                Rahul Kumar Shukla

Submitted by

Gurpreet Singh Saini

Roll No: B16019

Section: A

BM 2016-18

On

August 16, 2016

[pic 1]

XLRI—Xavier School of Management

Letter of Transmittal

August 16, 2016

Mr. Jeff Dodes

Vice President                                                                                                                                      Marketing and Digital Media, JIVE

 Dear Mr. Dodes

Subject:  JK Wedding Dance Video Crisis

The case though a bit complex has been studied by me by taking into consideration the various dimensions and the different choices for the course of action been explored. The parameters for the evaluation of the options were brand image of Sony, the financial and legal implications of our action, industry laws, ethics and minimum dispute. A total of three options were evaluated for the case. The first one being taking no action, taking down the song being another way and the final option involves notifying the host of the song’s ownership. I believe that the best option would be do nothing and let things take its own course. This not only maintains the reputation of the company, but also helps in building goodwill among the masses.  The report is enclosed herewith for your perusal.

Yours Sincerely

Executive Summary

Jeff Dodes in his capacity as the Vice President of Jive has to decide the course of action regarding JK wedding dance video crisis. With the issue being in the eye of the public, it is important to consider the larger domino effect on the masses with respect to Sony as a company. The best option here is to sit and let things take its own course. This would not disturb the natural flow of consumer behavior towards Sony, which would further enhance his company’s reputation. This would set a precedent wherein giants such as Sony would be seen as a company with mass support.

Table of Contents

Executive Summary………………………………………………………………………… 3

Situational Analysis………………………………………………………………………….5

The Problem…………………………………………………………………….…………… 6

The Options…………………………………………………………………………………..6

Criteria for Evaluation……………………………………………………………………….6

Evaluation of Options………………………………………………………………………. 7

The Recommendation……………………………………………………………..………… 8

Action Plan….……………………………………………………………….………………...8

Situational Analysis

Jeff Dodes is the Vice President of Marketing and Digital Media for JIVE. JIVE had signed many international superstars such as Britney Spears, Justin Timberlake, and the Backstreet Boys. The teenage sensation Chris Brown was one of their highly profitable name. In May 2008, Brown’s second album Exclusive went platinum selling over 1 Million copies. One of the songs in the album was Forever which reached no. 2 in Billboard charts. On February 8, 2009 Brown turned himself in to the Los Angeles Police Department on charges of making criminal threat on his girlfriend for which he was charged with Felony and was serving a five year probation.

Jill Patterson and Kevin Heinz, both age 28, a couple from St. Paul Minnesota had, in their wedding on June 20 ,2009 used Chris Brown’s song Forever .The performance was recorded on a home camera and then a month later on July 19 the video was posted on Youtube with the title “JK Wedding Dance”. The video went viral grabbing 3.5 Million within the first 48 hours. Some observers found the rise of the video suspicious saying there was not enough organic sharing to support the phenomenal rise. Jill and Kevin were receiving monetary benefits from the video. This was brought to Jeff’s notice. Jill and Kevin as a mark of their disinterest towards money were soliciting donations and contributions from the video to Sheila Wellstone Institute which works for violence against women.

Jeff, as a representative of his employer’s interest and then as the Head of Sony was in a fix. He wants to choose what is best for Sony as a company and an employer. At the same time Jill and Kevin should not feel betrayed or bullied. As per Recording Industry Association of America, Jeff is legally entitled to the take the video down or ask for royalties to be paid to Sony.

The Problem

How to come across as a Company which takes ethics as the yardstick for any decision and ensuring that its employees are fairly paid irrespective of the background while remaining within the legal purview?