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Session launches Creator Credits, backed by UMG and Avid

Session, the Swedish music start-up co-founded by Abba’s Björn Ulvaeus and songwriters Max Martin and Niclas Molinder, has launched Creator Credits, an initiative that aims to help music creators be correctly credited for their work.

Creator Credits – described as “the world’s first end-to-end ecosystem for creator credits, in collaboration with leading music industry players” – enables music creators (songwriters, producers, musicians, artists) assign credits in the studio at the point of creation and automatically supply those credits ‘downstream’ to managers, record labels, publishers, performing rights organisations (such as partner society PRS), distributors and streaming platforms.

Session’s initial collaborators include MXM Music, the production and publishing company of hitmaker Max Martin, who has written 22 number-one hits; Universal Music Group (UMG); and Avid, which will embed Session’s technology into its industry standard Pro Tools recording software.

Session – formerly Auddly – announced the launch at South by Southwest (SXSW) in Texas on Friday.

“We are super-excited to announce this project and our collaboration,” says Session CEO Molinder. “I’m convinced that the best way to involve the creators in the data collection is as early as possible in the creation process. Session’s technology performs a short handshake with music society systems to authenticate creators and associate their vital industry identifiers with their account.

“When a creator walks into a Pro Tools powered studio their presence will be automatically detected and their identifiers, along with their typical contributions, can be easily added to a song.”

Barak Moffitt, executive vice-president of content strategy and operations at Universal Music, adds: “UMG is proud to work with Session’s team to make the process of assigning credits even easier and to ensure that the important work of contributors to songs and recordings are widely available.

“All contributors to a piece of music or any audio work should be clearly identified, recognised and rewarded appropriately”

“In addition to our own efforts, we have been working closely with Björn and Niclas for a couple years on the development of this platform as part of our commitment to a robust and effective crediting system for the benefit of the entire music ecosystem.”

With Session’s platform, the creator credit metadata travels with the song in the music industry standard DDEX RIN format as it is delivered to record labels and publishers. The creator credits package accompanies the audio and includes crucial industry identifiers for songwriters (IPI) and performing artists (IPN), as well as the emerging ISNI identifier, believed to be key to closing the ‘value gap’ between creators and digital platforms exploiting their work.

Finally, this creator identification information, along with their contributions to the recording and song, are assembled with the ISRC (recording identifier) and ISWC (composition identifier).

Once the song is then distributed to a streaming service, fans will have the opportunity to access more information about songs, while streaming platforms will enable consumers to follow their favourite songwriters, performers and producers.

“With Pro Tools software at the core of many of today’s music production environments around the world, the Avid team shares in the vision that all contributors to a piece of music or any audio work should be clearly identified, recognised and rewarded appropriately throughout the production and distribution process,” says Francois Quereuil, director of audio product management at Avid.

“We are particularly excited to enter a technology collaboration with Session and work with key players in the music industry to provide a durable solution to the challenges associated with capturing and recognising creators’ credits in an increasingly complex digital world.”

 


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PRS partners with Björn Ulvaeus’s Auddly

UK performance rights organisation PRS for Music has agreed a long-term licensing agreement with Auddly, a start-up whose “digital handshake” technology the PRO will use to increase the speed and accuracy of its royalty payments.

The deal, says PRS, will enable its songwriter, composer and publisher members to capture their song and composition data – including agreement of shares – and register their works, with PRS at the point of creation, using a new tool powered by Auddly.

Auddly was co-founded by Abba’s Björn Ulvaeus, a PRS member who is the main investor in Auddly, and fellow Swedish hitmakers Max Martin and Niclas Molinder.

Its tool will enable creators to communicate directly among themselves to propose and agree share splits, cutting down on admin for publishers while capturing data in a consistent, standardised and transparent way for all interested parties, according to a PRS statement, preventing inaccuracies occurring as data travels along the value chain.

“Now’s the time for the world to realise that no one in the music industry is more important than us songwriters”

The new tool will also make it possible for industry identifiers such as ISWC (International Standard Musical Work Code) and ISRC (International Standard Recording Code) to be assigned at the same time, allowing both sets of data to travel along the value chain together.

“When I joined PRS for Music a few years ago, long before Auddly, I did so because I had the feeling that PRS were at the forefront of collecting societies,” says Ulvaeus. “They seemed flexible and willing to adapt to future technologies and, as I am a bit of a tech geek, I like that. [And] I was right.

“I’m immensely grateful to PRS for sharing Niclas’s and my vision and I’m proud to be his partner in this great collaboration. We share the goal to help songwriters get quick and fair payments and, not least, get credits whenever and wherever their songs are played. Now’s the time for the world to realise that no one in the music industry is more important than us songwriters. It all starts with a song!”

PRS agreed a new live music tariff of 4% – or 2.5% for qualifying festivals – with industry stakeholders last month, after three years of negotiations.

 


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Amerovision? ESC targets US fans with Timberlake

Justin Timberlake will perform at this year’s Eurovision Song Contest, organiser the European Broadcasting Union (EBU) has revealed.

It is the first time an artist of Timberlake’s stature has performed at the annual contest in a non-competing capacity, and can be seen as a concerted effort by the EBU to appeal to new American viewers as it prepares the show for broadcast in the US for the first time.

Timberlake will perform his new single, ‘Can’t Stop the Feeling’, at the final in Stockholm this Saturday (14 May).

“This is a fantastic opportunity,” says Eurovision show producer Sven Stojanovic. “We are very happy and excited that Justin Timberlake will perform his new song together with his band in our show. It makes it extra special that the Swedish songwriters Max Martin and Shellback have co-written and co-produced the song together with Justin Timberlake.”

IQ previously reported that voting will be totally overhauled for Eurovision 2016 in the biggest change to its format for 40 years. For the final, viewers’ votes will be recorded separately to judges’ for the first time (in previous years they were combined, each accounting for 50 per cent of the final score), effectively offering every act the chance for double points.

Måns Zelmerlöw of Sweden won Eurovision 2015.