Subscribe

  • How Can We Help You?

    Global Problem Solving from Covington: Deal with Complex Problems Anywhere in the World

Perry_Adrian_1000x714_ENV

Adrian J. Perry

Partner

New York +1 212 841 1052

  • About
  • Representative Matters
  • Credentials
  • About

    Adrian Perry's practice focuses on transactional and advisory matters involving emerging and innovative uses of technology, intellectual property, and data. Adrian is a recognized practitioner in the entertainment, music, sports and technology industries. He is co-chair of the firm’s Entertainment and Media Industry group, co-chair of the firm's Music Industry practice, co-chair of the firm's Metaverse Initiative, and a driving force in the firm's Artificial Intelligence-related transactional and advisory work.

    Adrian is ranked by Chambers and Partners in both the Technology and Media & Entertainment: Advisory categories. Chambers notes "Adrian is held in high regard for his expertise in the use of emerging technologies in the media and entertainment sector" and "[he] is business-minded, consistently collaborative and delivers actionable guidance." He has been recognized multiple times by Billboard as a Top Music Lawyer, by The Hollywood Reporter as a NY Power Lawyer and a Top Music Attorney, and by Variety in its Dealmakers Impact Report and Legal Impact Report, and been selected by Law360 as a Rising Star in Sports and Betting.

    Adrian counsels clients from a wide range of industries on technology, IP, and data transactions, including:

    • content production, licensing and acquisition
    • content platform and app development
    • AI outsourcing and other arrangements to obtain/develop or distribute AI products and services, including generative AI
    • non-fungible token (NFT) partnerships and NFT platform investments
    • metaverse platform content licensing, brand integration and tech services deals
    • digital marketing and ad tech deals
    • data use and commercialization
    • digital and mobile content distribution
    • software and IT services agreements
    • sponsorship agreements

    Adrian is also part of the firm's Artificial Intelligence and Internet of Things initiatives, advising on deals involving AI-powered and internet-connected products. He counsels clients from a wide range of industries on technology transactions, including content platform and app development, NFT and metaverse projects, digital marketing and ad tech deals, data use and commercialization, digital and mobile content distribution, content acquisition, software and IT services agreements, and sponsorship agreements. Adrian also has significant experience in the travel, education, and consumer goods industries.

    In addition to stand-alone intellectual property and technology transactions, Adrian has advised numerous clients on the intellectual property, privacy and technology aspects of private equity, M&A, joint venture, financing, and other corporate transactions. He is also a certified information privacy professional (CIPP/US).

    Adrian's past and current clients include American Airlines, AB InBev, A+E, AMC, the Anaheim Ducks, the Arizona Cardinals, Bacardi, the Black Music Action Coalition, BMI, Disney, Fox, Global Music Rights, the L.A. Clippers, Major League Soccer, MGM, the NBA, the NFL, the NHL, the National Music Publishers’ Association, Ovation, Roblox, the Rock and Soul Forever Foundation, Sony Music Entertainment, Squarespace, Universal Music Group, Univision, ViacomCBS, and WWE.

    What clients have said about Adrian

    • "He is thoughtful and incredibly knowledgeable in the media space and he is someone who looks for solutions."
    • "He is amazing. He is really good as a reality checker for me when doing drafting and keeps things on track. Adrian is super responsive and is a pleasure to work with."
    • "He is good at offering practical advice, even in complicated situations. He is always available, even on short notice, and he understands how new technology issues come into play in the music industry."
    • "He is amazing. He is practical and has a fundamental understanding of emerging technology and also entertainment and copyright in general."

    Read more about Adrian here.

    Areas of Expertise

  • Practices and Industries
  • Representative Matters

    Artificial Intelligence

    • Advised the NHL on its partnership with GameOn regarding the launch and operation of an AI-powered NHL Chatbot.
    • Represent Futureverse and Jen AI in Connection with their JEN Text-to-Music Generative AI Music Creation Models.
    • Represented the Los Angeles Clippers in connection with its agreement with Second Spectrum to create an AI-Enhanced, Augmented Reality Video Streaming Product.
    • Represented a Fortune 50 company in a series of large-scale AI/hyperautomation outsourcing transactions.

    Metaverse/Virtual Platforms

    • Represented Amazon in launching its first-ever metaverse shopping experience, Amazon Anywhere, with Niantic as the initial launch partner, the first time that Amazon has had a checkout experience within a third-party environment.
    • Advised USTA on its deal with 2K Games for the development and launch of the new Top Spin 25 game.
    • Advised the NBA on the technology and IP aspects of its e-sports venture with Take Two Interactive.
    • Advised a video game publisher in a deal with Ronda Rousey to integrate her avatar in the game for a TV ad.

    Music

    • Advised TIDAL, and its parent Block, in the acquisition of HIFI, a music royalty acceleration, distribution and analysis platform, in particular with respect to IP, data rights, technology and regulatory considerations. 
    • Represented American Airlines in its music license for in-flight entertainment with Concord Music Group
    • Represented Universal Music Group on NFT and metaverse matters, including partnerships with Curio, Billboard and Unblocked, LimeWire and Snowcrash, and the launch of the Kingship metaverse band experience, made up of Bored Ape Yacht Club and Mutant Ape NFT characters.
    • Represented the family of Bing Crosby in selling a fifty percent stake in Mr. Crosby's music, film, and TV rights, as well as a stake in his name, likeness and publicity rights, to Primary Wave.
    • Advised American Airlines in its in-flight Wi-Fi entertainment partnership with Apple Music.
    • Advise Broadcast Music Inc. (BMI) on technology matters.
    • Represented a music company in one of the largest music catalog deals in the music industry.

    Film, TV, and Other Entertainment

    • Advised Disney on its $8.5 billion joint venture with Reliance Industries to create a leading media company in India, which will include TV distribution and streaming services leveraging Disney content, and distribution of Disney films.
    • Represented A+E in its content production and business development venture with, and investment in, Range Media Partners, including with respect to A+E’s production agreement with Range Media.
    • Represented American Airlines in its deal with Stellar to provide content licensing and content delivery services for American's in-flight entertainment.
    • Represented Tamara Rojo in her agreement to join San Francisco Ballet as Artistic Director, the sixth person, and the first woman, to lead the company in its 89-year history.
    • Represented LiveCo, a private equity-backed entertainment company focused on delivering rich consumer experiences (music, comedy, etc.), on its acquisitions of Rush Concerts, MagicSpace Entertainment, and Transparent Productions. According to Billboard, “LiveCo represents talent and productions including Jimmy O. Yang, Criss Angel, Cocomelon Live, Cody Johnson, Jo Koy, Dude Perfect, Zach Bryan, MercyMe, Elevation Worship and Gabriel Iglesias.
    • Represented WWE in its deals with Endeavor Streaming and Massive Interactive to redesign and relaunch WWE Network. 
    • Represented Graham Holdings in its $235 million sale to Spotify of Megaphone, a podcasting technology company.
    • Advised Ben Silverman and Propagate Content in its acquisitions of Electus and a majority stake in Artists First from IAC.
    • Advised a TV series production company, launching a new series, in its deal with Jeff Goldblum to promote the series, including video advertisements.

    Sports and Sports Betting

    • Represented the NHL in its agreement with Supponor to develop and deploy virtual advertising technology for dasherboards displayed in game broadcasts.
    • Represented Major League Soccer in a series of complex digital health tech transactions with AthleteRMS, Ambra and Headcheck involving player health data and related services.
    • Advised the Arizona Cardinals in their agreement with BetMGM to establish an online sportsbook and create the first retail sportsbook at an NFL stadium.
    • Advised the NHL on its 10-year global partnership with Sportradar to distribute NHL data and game footage to sportsbooks and media companies in the U.S. and abroad.
    • Represented Stats Perform in an agreement to become the Women's Tennis Association's official data supplier and to power a new range of broadcast, second screen, and betting experiences.
    • Advised Betr, a direct-to-consumer sports micro-betting company and new media venture, on $50 million in Preferred equity financings from investors that include Florida Funders, 8vc, Aliya Capital Partners, and Fuel Venture Capital.
    • Advised Monumental Sports & Entertainment in connection with its partnership with William Hill to create the first sportsbook at a U.S. professional sports venue.

    Branding and Sponsorships, and Brand M&A

    • Advised East West Bank on its NIL agreement with, and sponsorship of, the world’s no. 1 women’s amateur golfer and 2022 NCAA Championship winner Rose Zhang.
    • Advised the Alliance for Lifetime Income in its agreement to become the presenting partner of Elton John's 2022 “Farewell Yellow Brick Road” tour in North America.
    • Advised the Alliance for Lifetime Income in its agreements to become the sole sponsor of the Rolling Stones' No Filter US Tour 2019 and No Filter US and Canada Tour 2020.
    • Represented Squarespace in a multi-year sponsorship deal with the Madison Square Garden Company, including Squarespace becoming the New York Knicks’ first jersey sponsor.
    • Represented American Airlines in connection with its sponsorship of the Jonas Brothers' 2019 Happiness Begins Tour.
    • Advised American Airlines on its license agreement in connection with the TWA Hotel at JFK Airport and related TWA merchandise.
    • Represented Bacardi in its $5.1 billion acquisition of Patrón Tequila.
    • Represented Bacardi in connection with a global marketing alliance with South American rum producer.
    • Advised Graham Holdings Company in its Acquisition of Leaf Group, an online content company that operates several lifestyle brands.

    Web3/Blockchain

    • Advised AB InBev in the launch of its first-ever line of collectible ‘Key to the Budverse’ NFTs.
    • Advised MGM on NFT strategy and related content licensing and technology transactions.
    • Advised Sony Music in its investment in, and commercial agreement with, NFT marketplace MakersPlace.
    • Advised Fox Entertainment and Blockchain Creative Labs in the launch of The Masked Singer "MaskVerse" NFT Digital Collectibles Platform.
    • Advise Fox in various NFT-related matters, including in connection with creating Blockchain Creative Labs, and Fox's launch of an NFT promotion at the 2021 upfronts.
    • Advised American Airlines on the launch of promotional NFTs for its Concierge Key members.
    • Represented Adit EdTech in merging bitcoin miner Griid Infrastructure with an Adit Ventures-backed SPAC that will take Griid public at a roughly $3.3 billion enterprise valuation.

    Areas of Expertise

  • Credentials
    Education
    • Georgetown University Law Center, J.D., 2008
        • Sports and Entertainment Law Society, President
    • Stanford University, B.A./M.A., 2003
        • with honors
    Bar Admissions
    • New York
    Pro Bono
    • Represent the Rock and Roll Forever Foundation, the Black Music Action Coalition, and other non-profit organizations in the music and entertainment space on various matters.
    Accolades
    Memberships and Affiliations
    • Member, Board of Trustees of Tony Award Winning Broadway Theater Company 2nd Stage Theater
    • Law360 Media and Entertainment Editorial Advisory Board (2022)
    • American Bar Association, member and member of ABA’s NFT Task Force
    • New York City Bar Association, Member
    • International Association of Privacy Professionals (IAPP), Member
    • Former Member, The Recording Academy, New York Chapter
    • Steering Committee, Mondo.NYC Music & Tech Law Symposium
    Previous Experience
    • A musician who has toured internationally, Mr. Perry brings to his legal practice significant experience in the entertainment and media industries:
      • Worked as an A&R consultant for Columbia Records and Epic Records.
      • Worked at Saturday Night Live in the film unit and music departments for two seasons.
      • As a musician, played with, or opened shows for, Aerosmith, Black Rebel Motorcycle Club, Cage the Elephant, Derek Trucks, Dinosaur Jr., Gregg Allman, Jane's Addiction, Modest Mouse, Slash, and Stone Temple Pilots, among others, and played Lollapalooza, Hyde Park Calling, the Download Festival, and other major festivals.
      • Licensed many of his musical compositions for various television shows and films.

    Areas of Expertise

wavy sheer lines

Video 2022

Video Series: Into the Metaverse

News and Insights

Events