• Home
  • About Us
  • Contact Us
  • RSS
July 7, Thursday, 2022
  • Login
CELEBRITY LAND!
  • Home
  • Royalty
  • Royalty
  • Music
  • Entertainment
  • Celebrities
  • Artists
  • Videos
No Result
View All Result
  • Home
  • Royalty
  • Royalty
  • Music
  • Entertainment
  • Celebrities
  • Artists
  • Videos
No Result
View All Result
Celebrity Land
No Result
View All Result
Home Artists

Sync and the Uberization for the music industry

Story Center by Story Center
May 14, 2021
Reading Time: 5 mins read
0
Sync and the Uberization for the music industry

RELATED POSTS

Salman Khan to rope in Tigmanshu Dhulia to direct the film?

Shehnaaz Gill tunes in to ‘Kaun Tujhe’, netizens speculate she misses Sidharth Shukla | WATCH

Janhvi Kapoor third wheels between Varun Dhawan and Natasha Dalal PICS

Composing and publishing music for film has long been a behind-the-scenes cash cow, helping to support composers, producers, and engineers in the music business. With the continued ‘uberization’ of the music business, however, this source of livelihood could be under threat.

Op-ed by Philippe-Aubert Messier is the founder of Bopper, a curated music licensing hub for sync.

In 1997, Mix Magazine sported an all black cover, bleakly titled “What Can Save the Music Industry”.  This was before clickbait and this wasn’t just marketing. The headline reflected the mood of an industry bruised and battered by Napster, Limewire and other P2P file sharing networks, that managed to convince most in the industry that music had essentially lost its value. Music used in motion pictures, or what we call “sync”, has quietly entered a similar era. And like the record industry of the early 2000s, it needs to find its way out. 

Music for pictures isn’t often in the spotlight but it’s definitely the big bottom end of the iceberg. It employs armies of composers, producers, musicians, engineers, and music publishers globally. While the performing artists are the visible and glitzy part of the music industry, music to pictures is the craft that has been paying the bills for many, and even to some of the performing artists we love, before and after their moment in the limelight. 

Web platforms have entered this field some years ago and have lately led to what some would call the “Uberization” of the industry. These platforms cater to producers of A/V content, some with a very broad offering and some more specialized like the one I’ve founded.  The move to digital platforms has opened the door wide open to economies of scale, which in turn tend to attract venture capital. The influx of new money comes with a now familiar pressure to sign up new users, which often means bringing the prices to attract them, down to as low as the supplier pool can tolerate. The result is extreme low-cost music for the end users, and the all-too familiar squashing of the supplier at the end of the chain, often with fees of less than 10$ for placements in very prominent content. Composers and music producers in the sync field are now faced with the same dilemma as cab drivers and other casualties of the gig economy: accept ever-diminishing fees or get out. This pressure is even worse since Covid deprived them of their main source of earnings: Live performances.

As a digital kid myself it’s always tempting to shrug this off as just another inexorable change that all in the market will eventually adapt to. And then I remember the 2000s. When a lot of us, including the most prominent music tech publication in the USA, were ready to leave the music industry as dead, as an early and massive casualty of the digital transformation. What followed the Mix Magazine cover was that Steve Jobs managed to get the major labels on board and launch the iTunes music store. And over the years, through various platforms and business models,  we realized consumers weren’t necessarily looking for free music, but just for a more convenient way to get it and listen to it across various devices. We misread the consumer’s need for convenience and access for a wish that everything would be free.  Free music still exists in dark corners of the web but it seems like most people are not that interested in devaluating the artist’s work. Sync is at the same crossroads today. It’s on a path to being devalued and commoditized to the bone, and it needs to make a play if it’s going to retain its value. I know many would shrug it off and suggest that we accept that music in pictures isn’t worth much anymore. I think this view lacks perspective, it’s only the case if we do nothing. I would rather ask (half-jokingly) “What would Steve do?”. 

Many players have cards in their hands. Content producers, for one, make purchase decisions valued at $4B per year that collectively impact the music industry. At the moment that impact is certainly not clear to producers but I suspect it won’t stay like this forever. As awareness builds on the economic impact that purchasing decisions have on creators, behavior could evolve. In the VC space, since the pandemic, I’m perceiving a change of tone where social impact is more routinely part of the conversation and there is a fair chance this attitude will remain. As for companies like ours, that provide music for sync, I believe there are multiple paths forward, none of which mean freezing the sync industry in a time capsule to prevent it from evolving. Whichever path we choose, from this point on, we have a responsibility to provide alternatives to extreme low-cost music that are both viable and appealing to producers. If we believe as I do, that music has value, it’s our responsibility to bring it to users in ways that’s at the very least as convenient as any low-cost offering out there, and that generally makes their lives easier. Then we’ll see if it’s all and only about price. My bet is it’s not.

Philippe-Aubert Messieris founder of Bopper, a curated music licensing hub for sync.

‘ The preceding article may include information circulated by third parties ’

‘ Some details of this article were extracted from the following source www.hypebot.com ’

ADVERTISEMENT
ShareTweetPin
Story Center

Story Center

Related Posts

desimartini
Artists

Salman Khan to rope in Tigmanshu Dhulia to direct the film?

July 7, 2022
Akshay Kumar, AR Rahman, Pooja Hegde
Artists

Shehnaaz Gill tunes in to ‘Kaun Tujhe’, netizens speculate she misses Sidharth Shukla | WATCH

July 7, 2022
Akshay Kumar, AR Rahman, Pooja Hegde
Artists

Janhvi Kapoor third wheels between Varun Dhawan and Natasha Dalal PICS

July 7, 2022
Terry, Horan, Dalglish | Celebrity shots of the week at JP McManus Pro-Am | Video | Watch TV Show
Artists

Terry, Horan, Dalglish | Celebrity shots of the week at JP McManus Pro-Am | Video | Watch TV Show

July 7, 2022
Akshay Kumar, AR Rahman, Pooja Hegde
Artists

Tiger Shroff maternal grandfather was a World War II fighter pilot, reveals mom Ayesha

July 7, 2022
‘Can Confirm He’s A Dick’: Deuxmoi Spilled A Heap Of Tea About Some Nice & Not-So-Nice Celebs
Artists

Deuxmoi Shared A List Of Rude Celebrities & We’re Living For The Tea

July 7, 2022
Next Post
THURSDAY MORNING JAZZ: Sweet May Jazz Cafe & Bossa Nova Music Instrumental

THURSDAY MORNING JAZZ: Sweet May Jazz Cafe & Bossa Nova Music Instrumental

WPXI Channel 11 Pittsburgh Logo

Some entertainment spots in Pittsburgh area still requiring masks, others do not – WPXI

Recommended Stories

White Sox call Johnny Cueto up from AAA for start vs. Royals

White Sox call Johnny Cueto up from AAA for start vs. Royals

May 16, 2022
The daily gossip: Neil Patrick Harris apologizes for 'corpse of Amy Winehouse' meat platter, Star Wars boss suggests recasting Han Solo was a mistake, and more

The daily gossip: Neil Patrick Harris apologizes for ‘corpse of Amy Winehouse’ meat platter, Star Wars boss suggests recasting Han Solo was a mistake, and more

May 17, 2022
See Harry & Meghan Join Royal Family for Queen's Thanksgiving Service

See Harry & Meghan Join Royal Family for Queen’s Thanksgiving Service

June 3, 2022
  • Top 15 broke celebrities 2021: Hollywood stars who went bust ▷ South Africa news

    Top 15 broke celebrities 2021: Hollywood stars who went bust ▷ South Africa news

    0 shares
    Share 0 Tweet 0
  • CJ SO COOL CAUGHT CHEATING IN 4K AND ROYALTY BREAKS UP WITH HIM!!!??

    0 shares
    Share 0 Tweet 0
  • Shadow Group owner and celebrity security has died

    0 shares
    Share 0 Tweet 0
  • Naked video of ‘Take Me Out’ star Jesse Williams leaked after Tony nomination

    0 shares
    Share 0 Tweet 0
  • Hindi dubbing artists of KGF 2 | official hindi voice of Rocky | KGF CHAPTER 2

    0 shares
    Share 0 Tweet 0

Ads

ADVERTISEMENT

Recent News

Boy & Bear

Boy & Bear: What is that wonderful feeling? It’s the kick cracking your ribs

July 7, 2022
AMITIÉ BRISÉE, FINS DE CARRIÈRES & BABYBOOM (VT #1)

AMITIÉ BRISÉE, FINS DE CARRIÈRES & BABYBOOM (VT #1)

July 7, 2022
desimartini

Salman Khan to rope in Tigmanshu Dhulia to direct the film?

July 7, 2022

Categories

  • Artists
  • Celebrities
  • Entertainment
  • Gossip
  • Horoscopes
  • Music
  • Royalty
  • Uncategorized
  • Videos

Contact Us

  • Privacy & Policy
  • About Us
  • Contact Us
  • DMCA Compliance
  • Terms and Conditions

© 2020 Celebrity.Land

No Result
View All Result
  • Home
  • Royalty

© 2020 Celebrity.Land

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In