Spotify Archives • 8Sided Blog

When Small Podcasts Want Big Music

September 18, 2019 · 1 Comment

For about a year, music-business sources say, rights holders have been monitoring podcasts more aggressively for unlicensed content. “We realized we were undervaluing the podcast market,” says one source, “and started proactively approaching people who had been using music without proper licenses.” […]

Podcasters who use music say their business is evolving from an anything-goes atmosphere reminiscent of early hip-hop sampling or online radio into an industry that depends on licensing — one, some say, in which only big companies will be able to afford the resulting fees.

I like the comparison with the early days of sampling and online radio. Podcasts have legally existed under-the-radar for over a decade, inviting the ‘wild west’ cliche when it comes to music licensing. The media attention given to Spotify’s acquisitions and start-ups like Luminary is a cause for monied interests to sit up and notice. Though most podcasts continue to live in the underground, the industry is no longer an underground industry.

Those ‘underground’ podcasts — 94% of podcasts supposedly have less than 5000 downloads an episode¹A statistic that I heard repeatedly at Podcast Movement 2019 but I can’t find an online source to back it up. — have little separation from the Mark Marons and the Conan O’Briens. We judge and hype-up the industry according to its successes and highest valuation. So there’s not much wiggle room for a podcast in the 94-percentile to license a well-known piece of music at an appropriately adjusted fee. And to be fair, the rights-holders for, say, “Bohemian Rhapsody” can’t maintain the infrastructure to field thousands of small-paying requests.

Another problem is the archival nature of podcasts. Licenses are more expensive the longer they are active, so licenses with set terms — such as a one-year license — are a way to cut costs. Perpetuity is ideal, and is standard in film and television licensing, but can be out-of-range for podcast budgets. The Billboard article notes that “an annual track license generally costs between $500 and $2,000 for the master recording, plus the same amount for publishing … and must be renewed for a podcast to remain online.” A podcaster in this arrangement would pay this fee annually or have no choice but to delete the archive.

Here’s Music Ally’s take:

Now imagine the admin (let alone the mounting costs) for a podcast that puts out shows on a weekly or even daily basis. […] That’s not an argument for rightsholders not to be compensated for use of music in shows that can reach wide audiences, but the annual-renewal model seems fraught with challenges: we’ve seen some catalogue games ‘deleted’ by their developers because their music licences elapsed, and the games weren’t generating enough revenues any more to make renewals pay off. Could the same thing be happening for older podcasts?

An in-the-works solution is the forthcoming SoundExchange/SourceAudio collaboration that I wrote about previously. I’m sure annual renewals from podcasts will be required through this system as well but at a much lower cost²Supposedly this service will adjust the licensing fee based on the podcast’s estimated listener numbers. and the assistance of the platform in keeping track of it all.

A more immediate solution for the indie podcaster is to eschew “Bohemian Rhapsody” for independent music, focusing on labels and artists that are receptive and probably maintain all of their rights. Most small labels I know would be happy to have music featured in a podcast, or anywhere for that matter. Of course, that’s no help if you’re doing an episode about Queen. But maybe there’s already too much out there about Queen and not enough about emerging bands. Consider giving the airtime to an independent artist that would enjoy some podcast love.

Reclaiming the Intention of Fandom

May 26, 2019 · 4 Comments

Warren Ellis has been reclaiming his physical media, sorting through collected DVDs and CDs — and sending off for new additions — in defiance of this century’s model of ephemeral, digital distribution of art. Ellis’s re-transition is occurring in public, through his fantastic newsletter — Orbital Operations — and photos appearing on his blog. There’s a touch of paranoia about treasured music becoming unavailable, whether through hard drive failures, platform redundancy, the whims of corporate interests, or technological apocalypse. It’s a calculated “withdrawal from feeds and streams,” he says, meaning the download option is considered a form of ownership. Here’s a section from today’s issue of Orbital Operations:

This is, of course, all part and parcel of my withdrawal from the feeds and streams … also, a continuing personal rejection of Music As A Service. I purchase all my downloads. And if something for sale is offered for free on a streaming site, I try to track the thing down and buy it if I love it. Sampling is fine. That’s what radio was/is for. I use YouTube and other services to sample things, and I think – I hope – it can help artists. But renting a music collection is bullshit and bad for everybody. (As is, of course, acting as if music is free like air. That only works if you don’t let all the trees die.)

(But, I reiterate, personal. Not trying to make you feel bad for streaming here. This is just what works for me, and I am well aware of my personal privilege of having an amount of disposable income for music.)

These thoughts intersect with Darren Hemmings’ piece I mentioned in a previous post, and how many of us are re-evaluating our relationships with the transitory delivery of digital art. Hemmings’ reservations mainly come from wanting to give an artist his or her due — some coin directly in the pocket — and a reasonable suspicion into the goals of a company like Spotify. These feelings also motivate Ellis, but he adds the wild card of wanting to own his music and movies and to enjoy them in a way that’s not dependent on a corporate subscription platform. In other words, something other than a platform that encourages ephemerality and distraction through endless options.

And this dovetails into my preoccupation with the societal effects of music streaming and our perception of ‘music’s place in the 21st century.’ I was a late adopter of music streaming — a casual free-tier Spotify user, the launch of Apple Music is what got me fully on board.¹ Know that my late-adopter status wasn’t a Luddite-like resistance — I wasn’t listening to a lot of music in the first half of the 2010s, something I may get into at a later date. I went through multiple stages of the streaming listener: excitement at all my favorite albums at hand; discovering new albums and artists based on reviews in niche blogs; getting seduced by the fun of playlists²I temporarily switched from Apple Music to Spotify as my platform of choice during this stage.; and the realization that an obsession with playlists was turning me into a passive listener rather than an intentional one.

Passive vs. intentional is a recurring theme on this blog and it’s something I think about a lot. One effect of ‘newsfeed culture’ is it creates passivity in our consumption — what we see and hear is determined by an algorithm or a curation, a diet of someone else’s choices. This passivity isn’t always bad. When we listen to the radio, we are listening passively, and there have been times when a random radio experience changed my life. But the erosion of intentionality is a disassembling of personality. This condition can deprive us of the agency of our thoughts.

Fandom requires intention, as we decide the artists worthy of our obsession and adulation. Of course, the fan can discover a new artist through radio or a playlist, but there needs to be a push – an inner encouragement, even — to explore further. Whether by design or not, I find that playlists encourage the opposite. There’s always that new niche playlist — updated regularly! — front-and-center on the platform’s launch page, drawing attention with delightful sonic promise.

Like Hemmings and Ellis, my struggles with this brought me to Bandcamp and my personal library.³Unlike Ellis, I won’t go as far as embracing physical media. I’ve flirted closely with hoarder tendencies when I was ‘collecting,’ and I don’t want to go back there. My practice was independent of their individual screeds. Several months ago, I started building a Bandcamp collection of music for sleeping. I noticed that familiar satisfaction of purchasing a release and knowing the majority of my payment will go to the creator — a much different psychological experience than a monthly subscription payment to a DSP. And I was picky about what I was purchasing, thus committing the music to multiple listens and an attachment to memory. At first, I left these releases to play via Bandcamp but soon downloaded the lossless files, adding them to my iTunes library. More satisfaction; I was creating a walled-garden library of music that I intentionally discovered and considered top notch. Sort of like I did when I was a teenager buying record albums and arranging them in a milk crate.

And now I’m visiting Bandcamp more often than Apple Music or Spotify, and I’m purchasing more than ‘sleep music.’ Admittedly, I’m still experimenting — this whole era of digital music has been a constant experiment — and I’ll continue to document all this on the blog. But behind this post is a fascination that as all things internet have lost their luster other listeners and music fans are arriving at a similar place. There’s a questioning of music’s role among fandom and the artists that wish to cultivate fans. I feel like we’re all at a critical crossroads and I couldn’t be more excited.

Music Biz Recap: Non-Stop Shop Talk Recovery

May 13, 2019 · Leave a Comment

After a miserable travel day (storms over Charlotte) I made it to Nashville and participated in what is perhaps my favorite music industry conference, Music Biz. I like Music Biz because all the attendees are laser-focused on making the music industry better — though like in politics, our definitions of ‘better’ might wildly diverge. There aren’t people hanging out wanting to see their favorite bands, and there isn’t a film, tech, and gaming festival running in tandem. It’s just music industry folks meeting music industry folks and talking about the music industry,

Music Biz is a barometer for how people are thinking about the industry. In retrospect, only a week later, the conference seems like a snapshot of the state of the business of music in 2019. And this year, more than any other year I attended, that state seems pretty good. Attendance was supposedly at a record level, and buzz about the future overshadowed complaints about the present.

Last year the Music Modernization Act was a ‘fingers crossed’ topic, and this year there were multiple panels on how to prepare and utilize it for increased royalty. There was much talk about how smart speakers will influence and aid discovery, something I was bearish on before but now I’m sufficiently intrigued. New technologies I sampled involved enhanced streaming fidelity and improving a fan’s immersion through interactive ‘liner notes’ functions, both fan-centric efforts. The IFPI gave an optimistic presentation showing dramatically rising music revenues across the globe. And, though there was still talk of playlists, the conversation was mostly about how a band’s overall presentation across channels — digital and IRL — is key, rather than tips on gaming an algorithm.

Sunday was the first day of Music Biz, which is new as all the years I’ve gone things started on Monday. This change threw things off a little, starting with my first breakfast meeting turning out to be a brunch meeting. Sunday also included presentations from almost all of the significant DSPs — Spotify, Amazon, Apple, SoundCloud, and YouTube. There wasn’t much new in the actual presentations, but I did find the Q&A portions informative in the recurring themes of the questions (though not all the DSPs included Q&A). Spotify’s Q&A theme reflected frustration with playlists, showing how an emphasis on this aspect makes it the primary concern of Spotify’s music creators. And then Apple Music’s Q&A embodied a different frustration: artists wanting access to more data and customization of their profiles. Paraphrasing one artist’s comment to the Apple team, “I’d love to push my Apple Music profile but, as an independent artist, Spotify allows me to add so much more of my information.” This complaint is understandable as Apple Music is positioning themselves as the artist-friendly DSP but don’t seem to be walking the talk. I hope the team picked up on this and quickly implements helpful new tools for the artists using the platform.

And with that, another Music Biz sealed and delivered. I’ll be returning next year, no doubt. In the meantime, some things I learned:

• Get in early the day before. My Airbnb check-in was 3 PM so I should have taken advantage of that and gotten in at that time and just chilled out. Or I could’ve done fun non-business Nashville stuff (like the Country Music Hall of Fame and Museum, which I still haven’t visited). Instead, I opted to fly in the early evening and, because of flight delays, I didn’t get into bed until nearly 1 AM, and I couldn’t sleep from all the leftover travel stress. It took me almost 48 hours to feel normal again.
• Writing on business cards is a pro move. At SXSW, as I chatted with a new contact, he pulled out a pen and started writing about our conversation on my business card. That stuck with me, and I copied this tactic at Music Biz. Now I have a stack of business cards with scrawled notes about how I met each person, what we talked about, and if there’s anything, in particular,-requiring follow-up. A game-changer.
• Another pro move: getting back to the hotel/Airbnb by 10 PM. Conferences are exhausting, especially for introverts (raises hand) who require precious time alone after a day of networking and non-stop chat. There are VIP parties and drinks with friends and pop-up industry hangs at seedy bars to create temptation. Don’t give in. I only made it back to my accommodations by 10 AM on the Monday night — and Tuesday at the conference was my most clear-headed and productive day. That wasn’t a coincidence.