California Copyright Conference : “The Music Industry: A Survival Guide for the Future”

Tuesday evening’s panel at the California Copyright Conference dinner in Sherman Oaks was quite upbeat considering the many uncertainties of these times. The panel, moderated by Shawn LeMone, ASCAP’s VP of Film/TV and Visual Media, and Diane Snyder-Ramirez, VP of Royalty Accounting and Administration at The Royalty Review Council, consisted of:
  • Russell Emanuel, CEO, Extreme Music
  • Amanda Marks, EVP/GM, Universal Music Distribution
  • Patrick Russo, Principal, The Salter Group
  • Kari Kimmell, Recording Artist and Songwriter
  • Victor Rodriguez, Music Director THQ, Inc.
The theme for the evening was, “synch licensing.” Traditional music industry boundaries continue to blur and each panelist discussed evolving practices from their individual perspectives. 
Patrick Russo began the discussion with an entertainment industry revenue analysis. The larger segment is growing and diversifying, although music revenues will continue to decline. The good news is, music is ubiquitous and a key component in a wide palette of entertainment properties. This creates new opportunities for licensing and publishing revenues.
Russell Emanuel described the huge shifts in the music library business. The industry is moving into what was once considered independent label territory. Extreme Music is courting independent, niche artists (mostly songwriters) rather than the more traditional jack-of-all-trades composers. 
Victor Rodriguez is producing video game scores with traditional film composers as well as scoring entire properties from music libraries. Music is being licensed for virtual social networks and multiple co-branding opportunities are emerging across media platforms.
Kari Kimmell’s music has been featured in over 100 film and television shows. She controls her catalog and handles the licensing and business development with music supervisors herself. Although business takes up 50% of her time these days, Kari is very excited about the successes and opportunities available to her as an independent artist. 
Amanda Marks is anticipating a surge of tablet devices, providing a compelling entertainment experience for consumers. She is excited about the potential of apps to filter music, cutting through the noise in the channel and bringing the cream to the top. App developing tools are becoming more affordable and available to artists. Amanda feels that music distribution will be firmly ensconced in the cloud in a few years. A licensed experience where listeners can get anything, anytime, anywhere, will be a game-changing alternative to pirated music.
Revenue opportunities for creators are a mix of licensing fees, back-end residuals and exposure (the highly coveted “Chyron”). How these trends can benefit musicians working in non-pop genres is not as clear but one thing is certain: The music industry is a moving target, accelerating every day. The keys to “Survival” are making great music, working hard, and staying ahead of new revenue opportunities.

Listening to music in the age of digital abundance….

A recent tweet from @slainson, and an LA Times post from Steve Almond has me thinking about how we experience music in this age of digital abundance and endless entertainment choices. Music is everywhere today and largely functions as sonic wallpaper. The stuff is inescapable, whether you like it or not.

I often think about how music was consumed 100 or 200 years ago. The composition and production of classical music was highly specialized and funded by the church or nobility. Only the most elite aristocrats had the opportunity to hear it. It was fancy. It amazes me to realize that people would routinely get dressed up to sit in a room and listen to live performances of music they had never heard before! Keep in mind that the composers of the era (Beethoven for instance) were continually pushing the envelope and writing music people found challenging or disturbing. The premier of Stravinsky’s ‘Rite of Spring’ caused a riot. Contrast this with life today where you can’t even sit at a stoplight without being bombarded with some distorted sonic artifact. It’s everywhere and we have became anesthetized. As if that weren’t enough, music is continually competing for our attention with countless new forms of digital novelty and synoptic stimulation.

When I was growing up in late 1960’s Chicago, music was the cultural meeting place for an entire generation. There was no Internet, no video games, computers or video. Listening to music with rapt attention was the Big Thing. I remember a company that sold stereo equipment…the last item in their catalog was a roach clip! Music discovery for me involved running up to my room after dinner, putting on these clunky headphones and listening to “underground radio”. There was this DJ who called himself Scorpio and whispered into an echo chamber. His programming was personal, iconoclastic, and would make KCRW look formatted. I would take notes. I remember one night hearing Savoy Brown back to back with Freddie Hubbard (‘Straight Life’). I was blown away. This was the first time I had really heard George Benson. I had no idea it was possible to do what he was doing on the guitar and the soul/funk polytonality of Weldon Irvine’s ‘Mr. Clean’ sent me on a musical quest.

I would sit in front of the stereo listening to LPs until the grooves wore out (despite my best efforts to keep them pristine with various exotic accessories). I studied the liner notes obsessively and when I heard something I liked I would track each of the sidemen, trying to find everything they had recorded. I was fascinated with musical family trees and communities. The LA country rock scene took me down a long and winding road and one exceptional musician could lead to a whole string of new discoveries. I moved through the musical channels of LA and New York to Nashville and back. Meanwhile I continued my education into jazz and contemporary classical music. I was learning songs and solos by rote and it wasn’t long before I started doing transcriptions. The convergence of artists like Miles Davis, Frank Zappa, Buck Owens, Captain Beefheart, The Flying Burrito Brothers, McCoy Tyner, The Beatles, David Bromberg, Ry Cooder, Randy Newman, Bartok, The Art Ensemble of Chicago, Stravinsky, The Mahavishnu Orchestra, Debussy, etc., etc., seemed like the most natural thing in the world to me.

When I went to college in Boston I discovered the Harvard Coop record department and thought I had died and gone to heaven. They had these big Schwann catalogs on pedestals where it seemed as if you could look up anything in recorded history. The Coop had shelves of sequentially numbered record label catalogs, big and small. As I discovered new jazz and ethnic musicians I could look up everything they had recorded as leaders or sidemen and 9 times out of 10 find the treasure on these shelves.

I was working for Internet music pioneer Liquid Audio when everything shifted toward the Web. The company was founded and largely staffed by audio pros and musicians and was truly innovative, using the AAC codec (which sounded noticeably better then MP3 and would later be adopted by Apple) and developing a very flexible music player with a full array of metadata, including album credits, an unfortunate casualty of most current digital distribution schemes.  It was a very exciting time. It seemed as if the vast expanse of musical possibilities would soon be available to everyone with the click of a mouse.  Interestingly enough I was never really motivated to buy digital downloads because the audio quality was inferior to CDs which were in themselves an old technology at that point. I liked the idea of subscription services because they reminded me of my hours spent at the Coop. I could find anything I wanted and if the music stuck I would buy the CD.

Today we are exposed to new music through an exhausting number of channels including web sites, Internet radio, video games, television, film and advertising placement, retail sponsorship, and terrestrial radio. We listen on our phones & iPods, in our cars, and on our computers. I haven’t owned a traditional “stereo system” in years. The time I spend listening to music under ideal conditions with my complete attention has become increasingly rare. Of course I’m not the typical consumer. Being in the business you listen to (or play) so much music that peace and quiet is cherished. One of the barriers to focused listening is consolidating all of your music sources. Sonos has a great solution that integrates home theaters, digital music collections and streaming music services in one simple, multi-room user interface. I hope to see more growth in this area of consumer electronics.

Here’s my advice for those who love music and want to cut through the noise and bring back the full experience:

  • Make a special place to listen.
  • Get the best sound system together you can. You can pick up powered studio monitors that don’t sound half bad for as little as a few hundred bucks. Listen to the highest quality audio available to you.
  • Make a plan to discover music that’s new to you….Perhaps checking out a new artist or exploring a musical genre that is unfamiliar. Find your favorite music discovery channels and support them.
  • Set aside time just to listen with your full attention. 
  • Turn off your phone, log off Facebook, etc.
  • Give it up to the journey the music takes.
  • When you hear something that moves you, listen to it over, and over, again.
  • Find out everything you can about the musicians you like and follow their creative path to discover new artists.
  • Go out and find the music live.
  • Write about it…talk about it…support the artists…spread the word!
  • Repeat….