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.”

Get more stories like this in your inbox by signing up for IQ Index, IQ’s free digest of essential live music industry news, via email or Messenger.