Backstreet Boys move to trademark their spoken voices against AI deepfakes

The Backstreet Boys want to own the sound of their own introduction. Their company BSB Entertainment filed a US sound-mark trademark for the spoken words “Hi, we’re the Backstreet Boys,” a move aimed straight at AI deepfakes.

What the Backstreet Boys filed, and when

The application went in on June 24, 2026, and was spotted by trademark firm Gerben IP. It covers the spoken phrase, plus the close variant “Hey, we’re the Backstreet Boys” taken from concert adverts.

The group listed the mark for use across audio and video recording services, from live shows to pre-recorded performances. It puts the “I Want It That Way” act alongside Taylor Swift and Lionel Richie, who filed their own voice-related marks this year.

Why a sound-mark is the move when AI copies a voice

A trademark protects a brand signal, something the public ties to one source. A spoken catchphrase can qualify. The general tone of a singing voice usually cannot, which is the gap artists keep running into. Our FAQ on whether you can trademark a voice walks through why.