Clash Of The Titans 2010 Streaming
Jamey Saldana
LinkedIn and 3rd parties use essential and non-essential cookies to provide, secure, analyze and improve our Services, and to show you relevant ads (including professional and job ads) on and off LinkedIn. Learn more in our Cookie Policy.
It seems like Universal's move to withdraw its artists' work from TikTok isn't just about licensing fees; it seems to reflect a deeper concern about the platform's exponential growth and its perceived underpayment relative to its influence. Although the payment per stream increased in the last few years it is still very minuscule compared to other DSPs (1000x).
This conflict is more than a negotiation breakdown; I think it's a pivotal moment with far-reaching consequences for the entire music industry. TikTok, a powerhouse mainly for music discovery, especially among young consumers, plays a crucial role in shaping the "post-streaming era," marked by the ascendancy of A.I. and the "consumer-creator."
The A.I. challenge becomes a central point of contention, with Universal asserting that TikTok is inundated with A.I.-generated music, raising concerns for the traditional music labels. As the platform embraces user-generated content, the negotiation gridlock intensifies.
TikTok advocates for royalty-sharing with fans, a proposal vehemently rejected by Universal. The emergence of A.I. raises the prospect of social users and platforms effortlessly creating their own A.I.-generated music, bypassing the need for human artists. Tatiana Cirisano, an analyst at MIDiA, aptly captures the sentiment, stating, "A.I. developments are stoking labels' fears."
In this clash of titans, parallels can be drawn to historical industry shifts, notably the initial discord between YouTube and major labels, eventually leading to a mutually beneficial arrangement. As we witness the struggle between UMG and TikTok, it prompts us to consider a future where monetizing A.I. copies of artists' work might provide a common ground for the evolving music landscape. YouTube solved the issue by creating a strong asset identification tools (content ID), identifying every single asset used in videos and allowing rights owners (artists, labels etc) to either track, block, or monetise the content on their behalf.
The negotiations between these industry giants are not merely a battle for revenue; they represent a pivotal juncture that will shape how the music industry navigates the challenges and opportunities presented by the rise of A.I. and the evolving dynamics of consumer-creator relationships.
93ddb68554