By Louise Blas - Loading & Prospective Watch in Plaine Images
In the era of social networks and the user-generated content , the music industry knows that it must respond to the aspirations of a part of the public, which wants to be able to exercise its creativity on existing pieces: to give only one example, the modified pieces swarm on Tiktok ( Sped Up , Chill Remix, Mash-up ...) without the artists being put to use. This new deal necessarily creates questions among professionals: morally, some artists feel dispossessed of their creations, with versions which are partly credited to them, when they do not subscribe to the artistic direction! Worse, some artists find that a tampered up version of their creation do not benefit from any visibility, and even less the income they deserve: at Mama 2024, Prinsess Jorge tells how one of his titles accompanied hundreds of thousands of video on Tiktok and Instagram, credited with the names of the users who modified the song ... The income set out by Tiktok amounts to 3.42 €! Original music can give rise to dozens of versions, creating as many issues to claim copyright.
A new era started
But the observation remains: a new era has started, and opportunities are to be seized to respond to these aspirations: we finally come back to global trends which are those of gamification and personalization. The public desire to co-construct and appropriate the songs. He already does it with the shortfall we know for artists and labels, why not support him in a more virtuous approach? The remixes of fans make it possible to bring a catalog to live , to renew in a current style of the pieces which sleep in the drawers, to activate its community by encouraging them to play with a raw material, to create strategies of promotion cross-media…
Startups work to offer sandboxes to remix under license songs, like Hook Audiomack streaming platform , which wants to put the artist back at the center while offering fans to personalize any song .
The one who will satisfy the public while valuing the artist and the labels, will be released from the game!
