South Africa, July 3 -- Having worked with Sipho "Hotstix" Mabuse since 1985, I've seen first-hand how often brands, agencies and production companies underestimate what is involved in licensing music.

Every few months someone approaches us wanting to use Burnout in a commercial or online campaign.

The request is usually enthusiastic, "We'd love to use the song - what's the cost?" Unfortunately, licensing isn't as simple as paying an artist and pressing play.

One of the biggest misconceptions is that a song has only one owner. In reality, there are two separate rights that usually need to be licensed:

If a brand wants to use Sipho "Hotstix" Mabuse's original recording of Burnout, both licences are required.

If the song is re-recorded...