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30 Ent. & Sports Law. 1 (2012-2014)

handle is hein.journals/entspl30 and id is 1 raw text is: A PUBLICATION OF THE ABA FORUM ON THE ENTERTAINMENT AND SPORTS INDUSTRIES VOLUME 30, NUMBER 1 SPRING 2012 W Forum on the Entertainment & ... _ Sports Industries Music in the Cloud- A Business and Legal Primer BY DAVID M. GIVEN WHAT IS CLOUD COMPUTING? A simple definition of cloud computing is a hosted service providing scalable access by a computer user to personal computer files remotely stored on one or more host servers. The benefit of cloud computing is said to be primarily twofold: First, it allows a user to access files, together with computing resources and information technology (IT) services, without high demand on his or her computer's hardware and software; and second, if the service permits, it allows a user to have access to those files anywhere, anytime, and from any platform device. As recorded music can, of course, be reproduced and stored in a computer file (MP3 being the most common format for that purpose), the current development of cloud CONTINUED ON PAGE 14 Leveling the Playing Field Making It Easier to Come Out of the Closet from Inside the Locker Room BY ELLIOT S. ROZENBERG Sports have had a strong hold on Americans for over a century.' Their importance does not just include the excitement and entertainment that they bring to millions of individual Americans each year. Sports represent peoples' dreams, passions, and liveli- hoods. Many children look up to athletes and consider them heroes; as do many adults. But on a societal level, sports play a more important role. Because of their abil- ity to capture the attention, passion, and love of Americans, sports have influenced and led American society and culture to new heights. For example, Jackie Robinson broke the color barrier in Major League Baseball by joining the Brooklyn Dodgers in 1947-an event that triggered a revolution that altered the sociopolitical landscape CONTINUED ON PAGE 17 Product Placement and Technology Developments, Opportunities, and Challenges BY LEN GLICKMAN AND ANITA KIM In Morgan Spurlock's 2011 documen- tary POM Wonderful Presents: The Greatest Movie Ever Sold, Spurlock poses the following question to Ralph Nader in an interview: Where should I be able to go where I don't see one bit of advertising? Nader replies: To sleep. To some, Nader's reply may sound like a dry-humoured exaggeration. However, it is becoming increasingly true in today's society. Advancements in technology are creating a world where we, the public, are continuously being bombarded by marketers' messages. Product placement (also known as brand integration or embedded market- ing) can generally be described as the incorporation of specific products and brands into content other than tradi- tional commercials through the fusion of advertising and entertainment.' This article will explore the growth and development of product placement, how its evolution has been affected by CONTINUED ON PAGE 30

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