Backstreet Boys file a voice trademark as AI replica fights move to sound marks
The Backstreet Boys have filed a trademark application to protect the sound of their voices from AI replicas. Music Business Worldwide reported that the USPTO application, filed June 24, covers the group intro phrase, Hi, we're the Backstreet Boys. The move follows Taylor Swift's April application to register her own short voice phrase. IP attorney Josh Gerben said the strategy relies on how platforms already police trademark claims. He pointed to Google, Amazon, Meta, Etsy and eBay as platforms that remove listings flagged as trademark-infringing without waiting for a court ruling.
THE BREAKDOWN
Voice marks are becoming a practical protection tool for artists whose audio can be cloned cheaply. Managers should audit whether clients have repeatable signature phrases, intros or tags that could support trademark filings. Brand deals that use voiceovers, audio drops or AI localization should require written consent for any synthetic voice use. Talent teams should also add platform takedown cooperation to contracts when campaigns include an artist's voice. Brand managers should avoid AI voice shortcuts unless the rights chain is explicit because a small social asset can create a larger trademark dispute.
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