Songtradr為封鎖期間的音樂人 開闢新的收入管道

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  • 分類: 產業區
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  • 作者: 音樂地圖
    • 202101/0802:53
    ◎由於COVID-19大流行,音樂會行業的季收入已經下降了多達98%,但音樂業務開始出現一些利好消息。「影音授權」是其中之一,它是可預見的將來,在不巡迴演出的情況下,許多藝人的主要收入來源之一。
    ◎Songtradr是位於洛杉磯的音樂授權平台,成立於2014年,在封鎖初期,藝人突然急需獲得更多同步許可的機會。自三月以來,與Songtradr簽約,透過其市場許可其音樂的藝人人數增加了205%,這使品牌,廣告代理商,電影/電視音樂監督人員,和其他內容創作者,可以搜索現有的或可定制的不同類型和心情的音樂。活動的湧入還促使通過該平台上傳的新音樂增加了141%,而藝人發行的新音樂則增加了300%。
    ◎Songtradr執行長(Paul Wiltshire)說,“「影音授權」可能是一筆大交易,確保您的音樂可供正確的廣告活動或電視節目使用,從發行和版權管理中獲得最大收益”。
    ◎藉助最近從Songtradr平台獲得音樂授權的藍籌品牌rolodex(包括Unilever, Samsung, Del Taco, VRBO與Kohle),該公司也一直在通過這種增長獲利。(Paul Wiltshire)表示,2020年上半年的收入同比增長160%,比2019年下半年增長61%。Songtradr在8月下旬還宣布,它完成了3000萬美元的C輪融資,使該公司的總市值達到1.65億美元。C系列資金將有助於Songtradr簡化為藝人和權利人帶來的棘手的版稅過程。
    ◎為了在大封鎖的挑戰中進一步為藝人提供支持,Songtradr已在2020年剩餘時間內免費提供用戶發行服務,並在4月底之前免除所有佣金,以確保100%的許可費直接支付給藝人。

    詳細全文:

    While the concert industry is already down as much as 98% in quarterly revenues due to the COVID-19 pandemic, some silver linings are beginning to emerge in the music biz. And sync licensing, one of many artists’ primary revenue streams for the foreseeable future without touring, is one of them.
    Songtradr, a Los Angeles-based music licensing platform founded in 2014, saw the suddenly urgent need for artists to secure more sync-licensing opportunities start to emerge in the early days of lockdown. Since March, Songtradr has seen a 205% increase in artists signing up to license their music through its marketplace, which allows brands, ad agencies, film/TV music supervisors and other content creators to search for existing or customizable music across different genres and moods. The influx of activity has also prompted a 141% increase in new music uploads, and a 300% increase in new music releases from artists via the platform.
    “Sync can be a large transaction, so making sure your music is available to be discovered for the right ad campaign or TV show is where we’re seeing the most increase from our distribution and rights administration,” says CEO Paul Wiltshire.
    And with a recent rolodex of blue-chip brands licensing music from the Songtradr platform – including Unilever, Samsung, Del Taco, VRBO and Kohler — the company has been monetizing that growth, too. Revenue for the first half of 2020 is up 160% year-over-year, Wiltshire says, and up 61% from the second half of 2019. Songtradr also announced in late August that it closed $30 million in Series C funding, bringing the company’s total valuation to $165 million
    “This funding round allows Songtradr to accelerate product-development plans that will enhance our ability to deliver more value for artists, labels and catalogs in distribution, rights administration and licensing,” Wiltshire says. “Our key differentiator is our sync focus, [and] we will continue to expand our global licensing footprint, driving more sync value for rights-holders.”
    Songtradr has also made several new hires in 2020 to help oversee that expansion. In April, former Paradigm SVP Dave Curtin was named VP-U.S. of partnerships, which includes oversight of deals from the ad marketplace and streaming services to social media platforms and OTT content. Curtin says Songtradr’s makeup of music licenses is a “dead heat” between pre-existing songs with blanket licenses and songs resulting from custom requests by brands and agencies.
    As much as the automated aspect of Songtradr’s music marketplace has become part of its secret sauce, “I don’t foresee the creative process going away any time soon,” Curtin says. “There’s still that camaraderie and collaborative process that’s really healthy. All we’re trying to do as a business model is make it a little more seamless. We’re getting to a place where a lot of these decisions are going to be a lot more data-informed.”
    Another new hire, Virginie Berger, joined the company as VP rights management in June to help accelerate Songtradr’s royalty collection through platforms like YouTube’s Content ID and other neighboring and performance rights opportunities. Berger, a veteran of music rights firms like DBTH and Armonia Online as well as the heyday of Myspace Music in the late ‘00s, says the new Series C funding will help accelerate Songtradr’s efforts to simplify the thorny royalty process for artists and rightsholders.
    “The U.S. is such a crazy market with royalties – you have streaming, mechanicals, different organizations, different agencies,” she says. “But what we want to be able to do is collect anywhere in the world, adapt and offer different monetization solutions to our rights holders under one roof.”
    Songtradr is even playing a role in the new advent of the jingle. Big Sync Music, a song licensing agency acquired by Songtradr last year in a multi-million dollar cash and equity deal, music-supervised a new campaign for Unilever’s Good Humor in which Wu-Tang Clan’s RZA updated the 100-year-old brand’s ice cream truck jingle. Working with Good Humor and its ad agency Edelman, Big Sync helped clear all the rights, negotiated fees and licenses for the ad campaign and navigated the unique performance rights scenario of having a copyrighted song play over the speakers of privately-owned ice cream trucks.
    Another new jingle, for Del Taco’s Crispy Chicken Tacos, was the result of a 7-track demo playlist that Cleveland-based singer/producer Jul Big Green turned around in 24 hours after a request came in from the Songtradr sync marketplace. His final version of the jingle, mixed remotely at a Hollywood studio by Del Taco’s ad agency, resulted in the artist’s first song produced outside of Ohio. “My bucket list for 2020 was placing a song on TV, so I’m hoping this is the kickoff to much more,” says Jul Big Green, noting that the revenue from the sync has put him on step closer toward being able to quit his day job at an Akron rec center.
    Another emerging artist who’s had success with getting music placed through the Songtradr platform is Atlanta-based singer/songwriter Kali J. After playing her last gig as a cover musician in January 2020, Kali J. committed herself to making music for her own artist projects and for sync full-time, pandemic be damned. In the past several months, her songs have been used in national digital campaigns for Samsung’s Galaxy A71 as well as a Songtradr branding campaign. To date, she reports, “this has been my biggest year by far in terms of sync revenue. The whole country experienced a bit of a dip this summer, but the syncs are continuing to roll in and pick back up again.”
    To further support artists during the challenges of lockdown, Songtradr has made its distribution services free of charge to users through the remainder of 2020, as well as waiving all of its commissions through the end of April to ensure that 100% of licensing fees went directly to artists.
    “I’m a songwriter, and my wife Victoria, who works with us, was an artist, so we lived gig to gig in our 20s. These are our people,” Wiltshire says. “It’s a small thing o, but I think we have to really do whatever we can to support this community. It’s a tough time for touring musicians or anyone that’s reliant on live income. It’s clear that COVID wasn’t going away any time soon, so the least we could do is extend that through the end of the year.”
    Songs For Screens is a Variety column sponsored by Anzie Blue, a wellness company and café based in Nashville. It is written by Andrew Hampp, founder of music marketing consultancy 1803 LLC and former correspondent for Billboard. Each week, the column highlights noteworthy use of music in advertising and marketing campaigns, as well as film and TV. Follow Andrew on Twitter at @ahampp.

     

    Variety
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