Companies will have to fork out royalties for using Master KG's Jerusalema dance challenge to promote their brand.
This is according to entertainment lawyer Dumisani Motsamai, working for Open Mic Productions, the company to which Master KG is signed, writes IOL.
Motsamai told KFM that the hit nommer's dance challenge, which took the world by storm last year, was never meant to promote businesses.
He said it is "perfectly fine" in "situations where a child and their family are in their living room ... or outside doing the challenge".
“But we’ve seen these challenges taking it a little bit too far [with] people ... pushing their brands," said Motsamai.
He said if the challenge was taken up for private use, for fun or to uplift the nation’s spirits, then parties would not have to pay Open Mic.
“There has been a thin line. Some of them will show their logo at the beginning and it's all about the dance.
“But others, when you look at them, it's all about the brand, the company that is doing the challenge and little about the challenge.
“Those are the ones that [global partners Warner International] and Open Mic has found.”
He said “quite a few businesses” will politely be asked for fees.