.music to brand owners' ears?

by David Barnett and Richard Ferguson

The .music ('dot-music') TLD (top-level domain, or domain extension) launched on 11-Sep-2023, the latest in a long line of newly-released domain suffixes forming part of the new-gTLD programme which originally commenced in 2012^[1]. Whilst there are now well over 1,000 active new extensions, this new release warrants particular consideration by brand owners operating in the media sector.

The sunrise period for .music, during which brand owners registered with the Trademark Clearing House (TMCH) can apply for new domains, will run from 11-Sep-2023 to 15-Nov-2023^[2]. The general availability phase, where registrations will be open to all entities with a 'music nexus', is scheduled to commence on 10-Apr-2024^[3], following an earlier community phase, open to organisations with registered trademarks.

The .music TLD - dedicated 'for the use of music dissemination and appreciation' - initially received eight applicants by potential registries, ultimately being granted to Registry.MUSIC ('DotMusic, Limited')^[4,5]. Their website states that it will be exclusive to members of the music industry and will offer 'verified domains [with] enhanced safeguards to protect intellectual property'^[6]. 

Other options include access for verified .music domain owners to a music services platform (the 'Music Hub'), for artists, brands and fans to explore opportunities for collaborations. When the Music Hub launches in 2024, services will include Search.MUSIC (a music search engine) and Channels.MUSIC (an automated listing service for targeted promotions).

The past year has seen a flurry of activity in the new-gTLD space, with around a dozen releases in 2023^[7]. With Google Registry launching many of these, and a number of potentially popular new-gTLDs comprising useful extensions like .kids^[8], .zip^[9], .case and .box coming onto the market, it is possible that new-gTLDs could have something of a renaissance. Brand owners are advised to check they are ready to take advantage of the evolving landscape.

For now, organisations with links to the music industry should consider their strategy for brand protection across the new extension, including ensuring that relevant IP is protected - and, where appropriate, registered with the TMCH - and policies are in place for defensive registrations and ongoing domain (and content) monitoring. We should particularly expect to see a ramp-up in registration activity once the general availability phase launches in the spring. 

References

[1] https://tld-list.com/launch-schedule

[2] https://newgtlds.icann.org/en/program-status/sunrise-claims-periods

[3] https://blog.101domain.com/domains/music-domain-launch

[4] https://icannwiki.org/.music

[5] https://www.iana.org/domains/root/db

[6] https://music.us/membership-benefits/

[7] https://newgtlds.icann.org/en/program-status/delegated-strings

[8] https://www.iamstobbs.com/opinion/heres-looking-at-you-.kids-a-new-generic-top-level-domain-not-to-kid-around-with

[9] https://www.iamstobbs.com/opinion/un-.zip-ping-and-un-.box-ing-the-risks-associated-with-new-tlds

This article was first published on 25 September 2023 at:

https://www.iamstobbs.com/opinion/music-to-brand-owners-ears