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How can music publishers take advantage of digital opportunities?

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Music publishers are responsible for managing the rights and royalties of songwriters and composers. They also help them find opportunities to license their music for various uses, such as films, TV shows, games, ads, and streaming platforms. However, the music industry has been undergoing significant changes due to the digital transformation, which poses both challenges and opportunities for music publishers. In this article, we will explore some of the ways that music publishers can take advantage of digital opportunities to grow their business and support their clients.

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Ghali Bouzoubaa

Admin Manager at Sony Music Publishing MENA | GRAMMY U Member at The Recording Academy || Ex Believe

1 Online licensing platforms

One of the digital opportunities for music publishers is to use online licensing platforms that connect them with potential buyers and users of their music. These platforms can help them reach a wider and more diverse market, as well as streamline the licensing process and reduce administrative costs. Some examples of online licensing platforms are Songtradr, Soundstripe, Musicbed, and Epidemic Sound. Music publishers can use these platforms to showcase their catalog, set their own prices and terms, and negotiate deals with buyers.

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Ghali Bouzoubaa

Admin Manager at Sony Music Publishing MENA | GRAMMY U Member at The Recording Academy || Ex Believe
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Instead of solely focusing on traditional revenue streams, publishers should actively seek out emerging platforms that offer innovative licensing models. For instance, exploring virtual reality experiences or incorporating music into gaming environments can open new avenues for revenue generation. Moreover, engaging with user-generated content platforms like TikTok or Instagram, where fans often create content featuring music, can drive exposure and boost licensing opportunities. By embracing unconventional platforms and collaborating with digital-first creators, music publishers can not only diversify revenue streams but also cultivate a fresh, engaged audience in the rapidly evolving digital space.

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2 Data analytics and insights

Another digital opportunity for music publishers is to leverage data analytics and insights to improve their decision-making and strategy. Data analytics can help them understand the performance, trends, and preferences of their music across different platforms, genres, regions, and audiences. This can help them optimize their marketing, promotion, and distribution efforts, as well as identify new opportunities and gaps in the market. Some examples of data analytics tools are Chartmetric, Soundcharts, and Next Big Sound. Music publishers can use these tools to monitor and analyze their music data and generate actionable insights.

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Ghali Bouzoubaa

Admin Manager at Sony Music Publishing MENA | GRAMMY U Member at The Recording Academy || Ex Believe
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Observing the streaming patterns on Chartmetric might reveal an uptick in interest for a specific genre or a surge in popularity for certain artists. Publishers can then reverse engineer their content creation, signing new talents or promoting existing ones aligning with these trends. Additionally, understanding the platform's data on listener demographics can enable publishers to tailor marketing efforts to specific regions or demographics, optimizing reach and engagement. In essence, a reverse approach, starting from data-driven insights and tailoring content accordingly, empowers music publishers to proactively ride the waves of digital trends, maximizing their impact in the dynamic landscape of the music industry.

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3 Digital marketing and branding

A third digital opportunity for music publishers is to enhance their digital marketing and branding to increase their visibility and reputation in the industry. Digital marketing and branding can help them attract and retain clients, partners, and buyers, as well as showcase their value proposition and differentiation. Some examples of digital marketing and branding strategies are creating a website, blog, newsletter, podcast, or video series, engaging with social media and online communities, and collaborating with influencers and media outlets. Music publishers can use these strategies to communicate their story, mission, vision, and values, as well as showcase their successes and testimonials.

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Ghali Bouzoubaa

Admin Manager at Sony Music Publishing MENA | GRAMMY U Member at The Recording Academy || Ex Believe
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In maximizing digital opportunities through Direct-to-Fans (D2F) strategies, music publishers can reverse the traditional model, focusing on intimate fan connections. Through targeted digital marketing on platforms like social media, publishers can craft compelling brand narratives. For example, exclusive behind-the-scenes content or limited releases on platforms such as Patreon fosters a sense of exclusivity. Data analytics tools offer insights into fan preferences, enabling tailored content and personalized offers. This approach transforms digital spaces into vibrant communities, enhancing brand loyalty and revenue streams in the dynamic music industry landscape.

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4 Online education and training

A fourth digital opportunity for music publishers is to offer online education and training to their clients and staff. Online education and training can help them enhance their skills, knowledge, and competencies in the music industry, as well as keep up with the latest developments and best practices. Some examples of online education and training topics are music rights and royalties, music licensing and contracts, music production and distribution, music marketing and promotion, and music trends and innovations. Music publishers can use online education and training platforms such as Udemy, Coursera, or Skillshare, or create their own courses and webinars.

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5 Digital innovation and experimentation

A fifth digital opportunity for music publishers is to embrace digital innovation and experimentation to create new products, services, and experiences for their clients and audiences. Digital innovation and experimentation can help them diversify their revenue streams, expand their market reach, and enhance their competitive edge. Some examples of digital innovation and experimentation are creating interactive and immersive music experiences, such as virtual reality, augmented reality, or 360-degree video, using artificial intelligence and machine learning to generate or enhance music, or exploring new platforms and formats, such as blockchain, NFTs, or podcasts. Music publishers can use digital innovation and experimentation to test and validate new ideas and solutions, as well as collaborate with other players and stakeholders in the industry.

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6 Online networking and community building

A sixth digital opportunity for music publishers is to engage in online networking and community building to foster relationships and collaborations with their clients, partners, and peers. Online networking and community building can help them expand their network, access new resources and opportunities, and exchange ideas and feedback. Some examples of online networking and community building platforms are LinkedIn, Facebook, Twitter, Instagram, or Clubhouse. Music publishers can use these platforms to connect and interact with other music publishers, songwriters, composers, artists, producers, labels, managers, agents, buyers, and users of their music.

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Ghali Bouzoubaa

Admin Manager at Sony Music Publishing MENA | GRAMMY U Member at The Recording Academy || Ex Believe
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Establishing exclusive online communities or forums can provide a space for artists to interact directly with their audience, gaining insights into fan preferences and fostering a deeper connection. Patreon exemplifies this approach, allowing musicians to monetize their fan base through exclusive content and interactions. You can harness social media to amplify artist visibility, engaging fans in real-time conversations and capitalizing on trending topics. Strategic collaborations with influencers and online tastemakers can further broaden reach. Digital networking nurtures a vibrant ecosystem where artists and their communities thrive, paving the way for sustained success in the ever-evolving music industry.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can music publishers take advantage of digital opportunities?

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1 Online licensing platforms

2 Data analytics and insights

3 Digital marketing and branding

4 Online education and training

5 Digital innovation and experimentation

6 Online networking and community building

7 Here’s what else to consider

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