Video: The Story of Brett Rheeder's 2022 Red Bull Rampage

 I don't think it's going too far out on a limb to guess Commencal has been miraculously dodging a huge lawsuit from major record labels by using whatever music they want in their company's ads or branded film stuff for the past... forever. Pretty insane professional practise in 2023. But that aside, White Stripes is rad and this video was really well done.

 @adanac14: maybe they are paying to use the music. I have no idea how commencal operates but have been involved in some edits where I've seen riders/filmers negotiate with their sponsors to make sure the music they use is legit and respecting copyrights

 @singletrackjamaica: I'd say that's the standard for most other brands for sure. Maybe Commencal is doing it for real too though, It's possible. But just a quick stroll down some of their past video projects to double-check I'm not misremembering, I see artists such as Black Sabbath, Nina Simone, Talib Kweli/ Kanye West, Radiohead being used pretty casually.

In fact, just checking back on the one I remembered using Radiohead, I see Youtube has removed it for violating terms of use. Anyways, maybe it's all licensed, but I bet each of these examples would cost at least $10k+ to be a part of something branded. Which, let's be honest, every single thing Commencal is posting is ultimately meant to sell a bike. No disrespect to the filmmakers, there's been a lot of cool videos along the way. More of a "uh oh" for the marketing bosses who use music artists' work as part of ad campaigns if this is actually what's going on.