TRADEMARKING THE WORLD

**TRADEMARKING THE WORLD** is a 10-second remix of the video REACTION TO THE FINE BROS "REACT"?!?! by Mega640 created by The Living Tombstone. The video remixed is a reaction to Fine Brothers Entertainment (Now known online as the channel and brand REACT) attempt to license and trademark the idea of "reacting" on shows and other media.

## Lyrics

**[Chorus]**
Hey guys! Today's one of the biggest day ever

Biggest day ever

What an exciting day we have

Congratulations

Hey guys! Today's one of the biggest day ever

Biggest day ever

What an exciting day we have

Congratulations
## Creation

The song was made using an old Soundcloud upload by Yoav Landau and lyrics from the Mega64 video.

## Background

**Fine Brothers Entertainment**, also known as **FBE**, (And currently React Media) is an American entertainment company based around reacting. It was founded by brothers Benny and Rafi Fine, who also started the official YouTube channel.The basis of the company is that they would get people of different ages to react to different things such as videos, shows, moments, news, groups, inventions, or other pop culture. Examples of this are Kids React to Gay Marriage, Elders React to Eminem, and Teens React to Slender Man. They would continue this format for years until 2016, when the Fine Bros came up with the idea of licensing and trademarking the idea of reacting to media. They would announce this on a now deleted video, and explain that they would be using a website called React World to "expand REACT further to communities across the world." You would be able to apply to the website to be able to use the format of reaction in your own way, without "stealing" their original format and idea, as they put it. Their plan was to require no initial fund, and later take earnings from the produced video.

### Controversy

This video would face immense great controversy anger upon release, with many people directly expressing their disagreement such as The Game Theorists, and h3h3Productions. Critics of the idea pointed at how since reaction was such a common format in media, especially on YouTube, not only would it be unfair to trademark such a wide-spread practice, but it could be used to take down and strike previously made content on the platform. After a quick loss of over 300,000 subscribers, Fine Bros would issue an apology a few days later and shut down the project.

### Mega64's video and Yoav's Reaction

During the controversy, Mega64 would provide their intake on the failed project in a comedic reaction to it. Yoav Landau, the sole main runner of The Living Tombstone at the time, would upload a video in which he would make fun of the trademarking attempt by joking that he would be "trademarking the word remix", since over the years he uploaded so much content of remixing different songs and videos. He brought up examples of videos he would be claiming such as Schmoyoho's auto tune videos, pogo remixes of movies, and "that Mega64 joking about the very same situation I'm talking about now." Even though the last one wasn't a remix, he would provide a short 10-second long remix of the video to claim it under his "licensing." He would end the video with a black screen with the text "I'm not really going to trademark the word remix."

## References

1. ↑ https://bizfileonline.sos.ca.gov/api/report/GetImageByNum/144009014149006126235083099210050016124083175011
2. ↑ https://www.distractify.com/p/where-are-the-fine-brothers-now
3. ↑ https://youtu.be/eLtbpTNdUrk?si=qFlPosdPr4Md1QUC&t=57
4. ↑ https://www.cbc.ca/news/science/fine-brothers-entertainment-react-trademark-1.3428770
5. ↑ https://www.washingtonpost.com/news/the-intersect/wp/2016/02/02/after-youtube-outrage-the-fine-bros-decide-not-to-trademark-react/
6. ↑ https://youtu.be/KFQOHfW0pVk?si=T4viOownVefqXJmm&t=40