Get it Right, the campaign working to reduce copyright infringement among young music and culture fans, has announced its next phase.
The creative industries initiative, which is backed and funded by the government, has launched a video on its YouTube channel featuring leading social influencers Casper Lee and Snoochie Shy.
Content creator Lee has more than 10 million followers across his social media channels, and together with influencer Shy, calls on consumers to take time to identify and access genuine and licensed sources of content so that the amount of pirate material accessed, streamed and shared without permission can be reduced.
The emphasis is on reminding audiences that creating and delivering the content they love depends on creators who make this process possible, and that making the right decisions about sourcing content legally will also support future generations of creators.
In the video, which was filmed in locations around South London locations, Shy quizzes Lee about the music he loves.
He mentions Lewis Capaldi’s chart-topping debut album Divinely Uninspired to a Hellish Extent, which took 390 hours to record and employed more than 50 people working on the project over two years.
Since its launch in 2016, Get It Right has engaged with millennials and younger consumers in particular – the groups that tend to infringe the most – around their love of content.
Supported by the music industry, including trade body UK Music, UK record labels’ association the BPI and organisations including PRS for Music, the initiative seeks to reduce copyright infringement by connecting with target groups on their own terms.
Collaborations with youth broadcaster SBTV and an artist-led campaign that highlighted the amount of time that goes into creating content have enabled Get It Right to draw on the cultural references that matter most to young people.
More recently this has been backed up by an 18-month educational email campaign in partnership with the main Internet Service Providers (ISPs), advising users whenever their connections have been used to share content illegally and pointing them instead to legally available sources.
The combined effects of these campaigns are making their mark, with research by CCUK finding that Get it Right’s anti-piracy message has reached nearly a third (almost 30 percent) of 16-to-50-year-olds.
Nigel Adams, minister for sport, media and the creative industries, said: ‘We need to have the right environment where UK creative firms receive the value of their amazing content so that they can produce more of it.
‘Our Creative Industries Sector Deal committed to strengthening intellectual property rights by bringing industry together to tackle online piracy, including through our £2m investment in the Get it Right campaign.’