Shane Mercado is a Youtube hit, raking in over more than 2 million views for a recent video he made. The video a mash-up of Mercado performing the dance from Beyonce's "Single Ladies" cut alongside the video itself. This video has become such a hit that Mercado has media appearances to promote recently appearing on the Bonnie Hunt show. However the larger picture is that these example of configurable culture, of taking Beyonce's copyrighted work and mashing it up in this way (even though it is without her permission) has resulted in a win-win situation for both parties. Beyonce is receiving free-press (for exampleshe probably wouldn't make an appearance on a daytime talk show like Bonnie Hunt's but she just received exposure on that program via Mercado) and Mercado a dancer who is currently out work, is receiving exposure for his talent which might ultimately lead to some career breakthroughs for him in the future. Thinking along the lines of our buddy Tim Wu and the ways in which IP seems to be heavily tied to commerce, it's interesting that we find no take down notice posted on the link to Mercado's video. I'm sure that Beyonce's father her manager and the CEO of her imprint is more than please that his daughter is receiving this huge PR boon... and hopefully a creative fan will receive some benefits too.
See the video here:
http://www.youtube.com/watch?v=-ifGHUfR5Ks
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