trademark. The CBS Associated label was renamed Epic Associated. Also on January 1, 1991, to replace the CBS label, Sony reintroduced the Columbia label worldwide, which it previously held in the United States and Canada only, after it acquired the international rights to the trademark from EMI in 1990. Japan is the only country where Sony does not have rights to the Columbia name as it is controlled by Nippon Columbia, an unrelated company. Thus, Sony Music Entertainment Japan issues labels under Sony Records. The Columbia Records trademark's rightsholder in Spain was Bertelsmann Music Group, Germany, which Sony Music subsequently subsumed via a 2004 merger, and a subsequent 2008 buyout. In 1995, Sony and Michael Jackson formed a joint venture which merged Sony's music publishing operations with Jackson's ATV Music to form Sony/ATV Music Publishing. 2004–2008: Sony BMG: Joint venture with Bertelsmann In August 2004, Sony entered a joint venture with an equal partner Bertelsmann, by merging Sony Music and Bertelsmann Music Group, Germany, to establish Sony BMG Music Entertainment. However Sony continued to operate its Japanese music business independently from Sony BMG while BMG Japan was made part of the merger. The merger made Columbia and Epic sister labels to RCA Records, which was once owned by CBS rival, NBC. It also started the process of bringing BMG's Arista Records back under common ownership with its former parent Columbia Pictures, a Sony division since 1989, and also brought Arista founder Clive Davis back into the fold. As of 2017, Davis was still with Sony Music as a chief creative officer. 2008–present: Sony Music revival, restructuring and recent developments On August 5, 2008, Sony Corporation of America (SCA) and Bertelsmann announced that Sony had agreed to acquire Bertelsmann's 50% stake in Sony BMG. The company completed the acquisition on October 1, 2008. On July 1, 2009, SME and IODA announced a strategic partnership to leverage worldwide online retail distribution networks and complementary technologies to support independent labels and music rights holders. In March 2010, Sony Corp partnered with The Michael Jackson Company in a contract of more than $250 million, the largest deal in recorded music history. From 2009 to 2020, Sony owned 50% of Syco Entertainment, which operates some of the world's most successful reality TV formats, including Got Talent and The X Factor with Simon Cowell. Cowell acquired Sony's stake in 2020. Doug Morris, who was head of