Music Canada’s Rogers Charting the Industry’s Course at CMW 2024

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Beyond the Dial: Unlocking Global Stardom for Canadian Artists in the Streaming Era

The landscape of music consumption has undergone a seismic shift, and it’s high time our approach to fostering Canadian music talent evolved wiht it. We need to move beyond nostalgic notions of radio dominance and truly immerse ourselves in the realities of streaming. This means a deep dive into how Canadians engage with music, the tangible benefits artists derive (or don’t) from these platforms, and crucially, how we can engineer greater success for our homegrown talent.

My skepticism is reserved for those who advocate for a hands-off, “no stones unturned” approach, particularly when it means neglecting the digital ecosystem that now defines musical revelation and distribution.

When we meticulously examine the streaming market and our existing regulatory framework, a clear picture emerges: at its core are the artists. Canadian and Indigenous artists, from coast to coast, are creating, performing, and connecting with audiences not just in our major hubs, but across the globe – reaching eager listeners in Nigeria, Senegal, and India, facilitated by the very digital industry many seem hesitant to fully embrace.

The notion of a “made-in-Canada ceiling” designed to “keep artists here” is a relic of a bygone era. What Canadian artists truly need, and demonstrably want, is a global roadmap.Our focus should be on building an ecosystem that empowers Canadian artists to collaborate with the world’s best, equipping them to compete on the international stage.

The truth is, streaming is not just different from radio; it represents a fundamental antithesis.

To understand this,let’s consider a familiar anecdote. My father, a man with an uncanny ability to identify any song after just a few seconds on the radio, was a product of a different music ecosystem.In the era of his youth, a generation ago, the path to making it in music was inextricably linked to radio airplay.The ability to recognize and even hum along to popular tunes was a testament to a system where a song’s presence on the airwaves was the primary marker of success. Our regulatory systems, built for that era, are still geared towards that singular, albeit extraordinary, party trick.

However, today, joining the deluge of 120,000 songs uploaded daily to streaming platforms is merely the nascent stage of a much longer journey.

Yet, the paradox is striking. More artists globally are being discovered and listened to than ever before,spanning a wider array of genres and reaching more listeners than at any point in history,all thanks to streaming. Canada, in this global digital economy, is already a success story.

Our regulatory frameworks must now mirror this reality. They need to acknowledge and respect the new players, understand the contemporary pathways to artistic and commercial success, and crucially, actively cultivate the decisions necessary to transform Canadian artists into global stars.

With that imperative in mind,let us begin this essential process by learning from an expert who intimately understands the nuances of music streaming: economist and leading authority,Will Page.

How will proposed changes to the *Music act* address the value gap between streaming platform revenue and artist royalties?

Key Takeaways from Canadian Music Week 2024

Canadian Music Week (CMW) 2024 saw Music Canada – Industry Association take a leading role in discussions surrounding the evolving music landscape, particularly focusing on the impact of streaming and the need for modernizing the Music Act. Rogers Communications’ involvement as a key partner amplified these conversations, highlighting the crucial relationship between telecom infrastructure and the success of the Canadian music ecosystem. This article breaks down the core themes and insights presented by Music Canada at CMW 2024,offering a comprehensive overview for industry professionals and music enthusiasts alike.

The Modernization of the music Act: A Central Focus

A significant portion of Music Canada’s presence at CMW revolved around advocating for updates to the Music Act. The current legislation, last significantly revised in 1997, predates the widespread adoption of digital music services like Spotify, Apple Music, and YouTube Music.

Here’s why modernization is critical:

Fair Compensation: The Music Act needs to ensure fair compensation for artists and rights holders in the streaming era. Current regulations frequently enough don’t adequately address the value gap between the revenue generated by streaming platforms and the royalties paid to creators.

Addressing Safe Harbours: A key debate centers around the interpretation of “safe harbour” provisions, which currently shield user-generated content platforms from liability for copyright infringement, even when those platforms profit from infringing content. Music Canada argues for a more balanced approach.

Promoting Canadian Content: Modernizing the Music Act provides an possibility to strengthen support for Canadian musical works and artists, fostering a thriving domestic music industry. This includes exploring mechanisms to increase the discoverability of Canadian music on streaming platforms.

Adapting to New Technologies: The legislation must be flexible enough to adapt to future technological advancements and evolving business models within the music industry.

Rogers’ Role in Supporting the Canadian Music Industry

Rogers Communications’ partnership with Music Canada at CMW 2024 underscored the importance of robust telecommunications infrastructure for the delivery of music. Reliable and high-speed internet access is basic to the success of streaming services, and Rogers’ investment in 5G networks is directly benefiting the Canadian music industry.

Specifically, Rogers highlighted:

5G Network Expansion: Continued expansion of 5G networks across Canada, enabling seamless streaming experiences for consumers.

Investment in Digital Infrastructure: Ongoing investment in digital infrastructure to support the growth of the digital music market.

Partnerships with Streaming Services: Collaborative efforts with streaming platforms to optimize music delivery and enhance user experiences.

Supporting emerging Artists: Initiatives aimed at supporting emerging Canadian artists through digital promotion and access to resources.

The Impact of Streaming on Artist Revenue

Discussions at CMW 2024 consistently returned to the challenges artists face in generating enduring income from streaming. While streaming has undoubtedly increased access to music, the royalty rates paid to artists are often low.

Key points raised included:

The Value Gap: The disparity between the revenue generated by streaming platforms and the royalties paid to artists remains a significant concern.

clarity in Royalty Payments: Artists are calling for greater transparency in how royalty payments are calculated and distributed.

Alternative Revenue Streams: The need for artists to diversify their income streams beyond streaming, including live performances, merchandise sales, and licensing opportunities.

The Rise of User-Generated Content (UGC): As noted by Google Help, platforms like YouTube Music are increasingly incorporating branded content and advertising within podcasts and music streams, impacting revenue models. https://support.google.com/youtubemusic/answer/6313529?hl=sv

CMW 2024 Panels & Workshops: Key Insights

Several panels and workshops at CMW 2024, featuring representatives from Music Canada and Rogers, provided valuable insights into the current state of the Canadian music industry.

“The Future of Music Licensing”: This panel explored the complexities of music licensing in the digital age and the need for streamlined processes.

“Building a Sustainable Music Ecosystem”: Discussions focused on the importance of collaboration between industry stakeholders – artists, labels, publishers, streaming services, and government – to create a sustainable ecosystem.

“Leveraging Data for Music Promotion”: Workshops highlighted the power of data analytics in understanding audience behaviour and optimizing music promotion strategies.

“The Role of telecom in Music Distribution”: This session emphasized the critical role of telecommunications infrastructure in delivering music to consumers.

looking Ahead: Next Steps for Industry Modernization

The conversations sparked at CMW 2024 are expected to fuel ongoing efforts to modernize the