KOBALT
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Is there another $1 billion in global publishing royalties that rights holders can gain by using better technology? That’s what Kobalt CEO Laurent Hubert says.
When Kobalt was bought by Francisco Partners last September, the disruptive innovator known for its publishing administration clients like Karol G, Phoebe Bridgers and Max Martin said that a primary goal of this next chapter would be growing its little known and even less understood global digital rights collections society for compositions, the American Music Rights Association.
In the months since, Kobalt and its new owners have refined their strategy for scaling this “unpolished gem,” as Francisco Partners and Kobalt board director Matt Spetzler calls AMRA. Their first hurdle? Explaining what exactly the global mechanical and performance rights society focused on collecting digital-specific income can accomplish. “Too few people know what AMRA does,” says Hubert.
In an industry where, according to CISAC’s 2021 annual report, over 36% of global music publishing revenue royalties come from digital sources — a figure AMRA says will grow to 80% within five years — Kobalt believes AMRA can better leverage its technology and its direct agreements with digital service providers to streamline digital royalty collection across 212 countries, cutting out the friction or delays of a traditional performing rights organization (PRO). Their biggest licensees include some of the largest DSPs, like Spotify and Apple Music, but they are also working with promising new brands like China-based TikTok rival Kuaishou and others.
AMRA says it is a one-of-a-kind service, providing clients faster turnarounds for royalty collection (in six to nine months), more precise accounting for digital royalties and audit rights, and greater transparency that its executives say make AMRA clients and the wider industry a lot more money.
How much? AMRA CEO Tomas Ericsson estimates that clients can gain “as much as 30%” more royalties in certain regions. Hubert contends that if his companies can reduce the percentage of money that leaks from the $8 billion to $9 billion of royalties collected by the global music industry on the publishing side, excluding writer’s share — “leakage” that stems from high intermediary costs, poor matching, undercollection and underlicensing — AMRA and other players in the industry could grow the pie by another $1 billion for collection and distribution. AMRA could be a tool to help accomplish that, Hubert says.
Ericsson explains that AMRA can go to streaming services and “offer the entire catalog for Kobalt music publishing and an additional three publishers and an additional 180 writers to these streaming services, and we can give them those rights globally under one license. [The streaming services] report to us directly, and they pay us directly.
“In doing so, we can avoid a lot of noise, high fees, inefficiencies, poor technology and local issues,” Ericsson says.
Since its acquisition by Kobalt in 2015, AMRA has distributed almost $500 million in digital royalties on behalf of songwriters and rights holders. Managed as a separate entity under the Kobalt umbrella, AMRA generated $117.3 million in revenue in the fiscal year ending June 30, 2022, and the company currently expects AMRA will generate $150 million in revenue during this fiscal year. Hubert declines to provide specific financial targets but says he expects double-digit revenue growth this year from AMRA, and that its growth rate will substantially exceed Kobalt’s.
Apart from its DSP licensees, AMRA works with songwriters such as Julia Michaels, Lindsey Buckingham, Sam Hollander and independent publishers like Sundae Music Publishing, Anthem and Spirit. It’s also partnering with functional or mood-music companies, such as Strange Fruits, Vanity Snare Music, Lullify Music and Acrylic Records, whose music is popular on passive-listening playlists. Kobalt remains AMRA’s largest licensee, Ericsson says.
Kobalt, AMRA and its new owners are aligned on their aim to massively scale AMRA. Those owners are Francisco Partners, a California-based private equity firm that favors tech-forward music companies; MUSIC, the firm of music industry veteran and investor Matt Pincus; and Dundee Partners, the quietly influential family office of Stephen and Sam Hendel whose investments range from The Knitting Factory to the Fela! musical to music investing platform JKBX. Kobalt founder and chairman Willard Ahdritz and Hubert also have equity stakes in the company and have signed long-term contracts to remain in their roles.
Through interviews with all those stakeholders, AMRA’s emerging growth strategy has three prongs. The first is to expand its list of publishing clients, looking for small, medium and large indie publishers.
At a faster and larger clip, AMRA also aims to exploit opportunities with other niche music genres in the Latin and African markets in a bid to replicate the success it had partnering with mood-music companies. It also aims to take on more clients on the “long-tail end of the business” — songwriters who may not be published or affiliated but have steady streaming income.
This last prong of the strategy reflects the influence of Francisco Partners. In the past two years or so, the firm has invested $2 billion in six music companies, five of which are geared toward music creators, ranging from audio production and DJ’ing software and hardware to a plugin platform with marketing, distribution and authorization services. Managed under the umbrella of SoundWide, Francisco Partners says these companies have a combined 7 million users.
“We have seen the marketplace has shifted and grown around the creator community,” Hubert says. “We have the capabilities from a scaling and tech stack perspective to go after that market.”
AMRA faces hurdles if it’s to maintain formidable growth. Tracking digital royalties is challenging, given metadata errors and fast-growing use cases. The association is also held back when it comes to nondigital royalties, where existing laws and collection societies prevent it from operating as swiftly or accurately as it can with digital revenue. Songwriters in particular are the most restricted: They can use AMRA to collect their digital performance and mechanical royalties, as well as offline royalties, but the offline royalties still pass through a traditional PRO before reaching AMRA, meaning the writer will be charged two fees: one from the traditional organization, then a “significantly lower” fee from AMRA. Also, although AMRA collects in 212 countries, two of the world’s most royalty-rich nations, China and the United States, are not part of their offering due to local laws.
Still, AMRA will bring all of its promised efficiencies to the digital side, which is what the company anticipates will far outweigh offline royalties soon. The company believes it to be uniquely positioned to collect those royalties. As it likes to say: “AMRA is a category of one.”
Maureen Loughran was named director/curator of Smithsonian Folkways Recordings — the nonprofit record label of the Smithsonian — effective Monday (March 27). Loughran, who is currently senior producer of the nationally distributed public radio series American Routes, will also oversee the Ralph Rinzler Folklife Archives and Collections. She succeeds Daniel Sheehy, the former director of Smithsonian Folkways, who had come out of retirement to serve as interim director for the past two years. Loughran can be reached at LoughranME@si.edu.
Better Noise Music promoted senior label manager Trish Sterling to vp of marketing; UK & Europe promotions manager Claudia Mancino to international director of press & promotion; senior vp of finance Harris Masood to CFO; and director of financial operations Chekesha McCalla to vp of finance. Also promoted was Dan Sears to director of production and Michael Filippone to finance manager. Additionally, the company hired Michael Lombardi as head of production and development; Paolo Bettaglio as senior director of digital marketing & audience growth; Elisa Nye — hired by Bettaglio — as senior manager of digital marketing & audience growth; Chandler Booth as marketing manager; and Liam Kay as production coordinator. Mancino can be reached at claudia@betternoise.com.
Kobalt named Lindsey Lanier as vp of creative and Desi O’Meara as director of creative. The Los Angeles-based Lanier most recently served as vp of A&R at Motown Records and the New York-based O’Meara was most recently director of A&R at Columbia Records.
Various Artists Management appointed Joe Etchells as head of A&R and artist development, effective April 2. Etchells will be based between the company’s London and Los Angeles offices, reporting to CEO David Bianchi and U.K. managing director John Dawkins. He will work across the company’s artist management, music publishing and label operations. Etchells joins from EMI, where he served as A&R director. He can be reached at joe@variousartistsmanagement.com.
Jon “Ando” Andolina launched The Francis June Group for management, bringing with him flagship client, Big Loud Records artist Larry Fleet (“Where I Find God”). Andolina was previously co-founder/partner at Good Company Entertainment alongside Jake Owen and Keith Gale. Andolina can be reached at ando@thefrancisjunegroup.com.
Jammcard — styled as a LinkedIn for the music industry — announced the launch of Jammcard Films. Filmmaker Jack Piatt, who was originally director of operations for Jammcard, will serve as president of the new division, while Caroline Hoste — a partner at Piatt’s Highway West Entertainment as well as a Jammcard advisor — will serve as vp. Meanwhile, Jammcard founder Elmo Lovano will fill the role of executive producer. Forthcoming Jammcard Film releases include the feature-length documentaries Immediate Family directed by Denny Tedesco and Trap Jazz directed by Sadé Clacken Joseph. Piatt can be reached at Jack@highwaywestent.com, Hoste can be reached at Caroline@highwaywestent.com and Lovano can be reached at elmo@jammcard.com.
On-air personality/podcaster/producer Ashley Eicher launched her own media company, AE Entertainment, which will provide story consulting, media coaching and content creation for clients. She can be reached at ashley@aeentertainment.co.
Nashville Notes:
International Bluegrass Music Association executive director Pat Morris resigned from his post effective March 24, allowing him to move out of state to address family medical issues. Former executive director Paul Schiminger will handle the role on an interim basis … T.J. Dula joined iHeartMedia/Raleigh-Durham, N.C., as senior vp of sales. She was previously Disney ABC Television Group digital sales director. The five-station Raleigh cluster includes country WNCB … Pandora senior director of country programming Johnny Chiang added SiriusXM country programming to his job description … Subscribe to our weekly Country Update newsletter for more Music City news.
Julie Adam was named executive vp/general manager at Universal Music Canada, where she will lead frontline operations, overseeing marketing, digital strategy, commercial affairs and brand partnership portfolios. Adam joins from Rogers Sports & Media, where she was most recently president of news & entertainment.
Alison Donald was promoted to head of global creative at Kobalt, where she will be based between London and Los Angeles. She previously oversaw A&R and creative in the U.K. and Europe for Kobalt Music Publishing as well as AWAL’s U.K. and Europe creative team prior to its sale.
Jennifer Blakeman joined Seeker Music as chief rights & royalties officer. She comes from boutique music publisher one77 Music, where she served as president/chief creative officer. In her new role, she will lead and oversee the expansion of Seeker’s rights management, administration and royalty platforms. Blakeman can be reached at blakeman@seekermusic.com.
Michael Allen was named vp of marketing strategy at Republic Records, where he will develop and execute campaigns for artists across pop and K-pop. The New York-based executive joined Republic in 2020 as a digital marketing consultant.
Gabe Fleet joined law firm Latham & Watkins as partner in the connectivity, privacy & information practice. Fleet, a prominent music licensing lawyer, joins from iHeartMedia, where he served as executive vp of business affairs and chief music licensing counsel. He anticipates being part of Latham’s New York office upon admission to the New York Bar; he is currently licensed to practice in Georgia and Alabama. He can be reached at Gabe.Fleet@lw.com.
Merlin announced several promotions. They include Ryan McWhinnie to vp of business and legal affairs, Shrina Patel to senior director of business and legal affairs, Chris Tarbet to senior director of commercial partnerships, Chaida Kapfunde to senior director of business and technology solutions, Pavan Vasdev to director of strategy & growth, Quentin Martins to senior manager of commercial partnerships and Grace Styles to senior finance assistant.
Big Machine Label Group promoted Courtney Daly, Bekah Digby and Marie Wapelhorst to director of streaming and Anna Scott Welch to manager of streaming. Sam Featherstone also joined the company as director of streaming; he was previously at Sony Music Entertainment, where he served as associate director of commercial partnerships. Daly can be reached at courtney.daly@bmlg.net, Digby can be reached at bekah.digby@bmlg.net, Featherstone can be reached at sam.featherstone@bmlg.net, Wapelhorst can be reached at marie.wapelhorst@bmlg.net and Scott Welch can be reached at annascott.welch@bmlg.net.
Red Street Records hired several new team members, including Brooklynn Gould-Bradbury as manager of publicity and communications, Dottie Chamberlain as executive assistant/operations manager and Riley Cooper as digital marketing coordinator. Gould-Bradbury joins from CMT and can be reached at brooklynn.g@redstreetrecords.com. Chamberlain joins from Universal Music Nashville, where she served as executive assistant to chairman/CEO Mike Dungan (for whom she worked for nearly three decades). She can be reached at Dottie.c@redstreetrecords.com. Cooper, who is coming off internships with companies including Sweet Talk Publicity and Triple 8 Management, can be reached at riley.c@redstreetrecords.com.
Universal Music Group senior vp of business and legal affairs Aaron Harrison was appointed to the SoundExchange board of directors; he replaces Sony Music’s Jeff Walker. Harrison also serves on the SoundExchange licensing committee.
Hannah Babitt, CEO/founder of Los Angeles-based boutique management company BABZ, announced the opening of BABZ Nashville. Babitt will oversee BABZ in both Los Angeles and Nashville, with Jacklyn Figueiredo and Eden Lytle based in Los Angeles.
Claudia Russo was named senior vp of corporate communications at UTA. She joins from Verizon Business Markets, where she served as head of communications. Beginning in the role immediately, she will relocate to Los Angeles from New York this summer.
Sweden-based label A-P Records rebranded to Overtone Studios and named producer/songwriter Rami Yacoub as director of music development, North America. Based in Los Angeles, he’ll help spearhead the company’s international expansion.
Adam Sachs was named senior vp of entertainment, comedy and podcasts programming at SiriusXM. The executive first joined the satellite broadcaster following its acquisition of Team Coco, where he served as president.
First Artists Management hired Zoe Hart as agent in its London office and promoted Hailey Flame to agent in Los Angeles. Hart, who joins from Faber Music, can be reached at ZHart@firstartistsmgmt.com. Flame can be reached at Hflame@firstartistsmgmt.com.
Nigel Elderton was named chairman at music technology company Audoo, which is focused on improving accuracy, transparency and reporting in public performance royalty data collection and payment distribution.
Uber Eats’ commercial featuring Diddy, Montell Jordan, “The Fox (What Does the Fox Say?),” the guy who sings “What Is Love,” an oddly-timed haircut and two pineapples may be the first clue that Super Bowl ads are going lighter in 2023 — a pattern reflected in the music synchs for the big game.
After three years of the pandemic, Jordan’s 1995 smash “This Is How We Do It” and Kelis’ 2003 hit “Milkshake,” both Universal Music Publishing Group synchs used in the Uber Eats spot, represent a shift from apocalyptic and inspirational Super Bowl commercials and soundtracks starring old-timey crooners and string sections to familiar, upbeat hits and plentiful comedy.
“Humor remains the dominant theme this year,” says Tom Eaton, senior vp of music for advertising for UMPG, which represents the Jordan and Kelis tracks and suggested them to the brand’s music supervisors. “There have been a few sentimental commercials, but the vast majority have trended towards humor — and music can be such an important aspect of creating that mood.”
“I haven’t seen that heightened seriousness, which I think is a good thing,” adds Keith D’Arcy, senior vp of sync and creative services for Warner Chappell Music, whose synchs at this year’s Super Bowl include DMX‘s “What’s My Name,” for a Downy spot starring Danny McBride. “The country is in a good place where we’re more inclined to want to laugh and celebrate.”
That means lots of feel-good tracks, many of which were released in the ‘90s – from “What’s My Name” and “This is How We Do It” to a Clueless throwback ad for Rakuten starring Alicia Silverstone and Supergrass‘ 1995 U.K. hit “Alright.” The ’90s trend may have begun last year with Doja Cat‘s cover of Hole‘s “Celebrity Skin” for Taco Bell, says Rob Christensen, executive vp and head of global synch for Kobalt, whose lone synch this year is soul singer Lee Fields’ “Forever” for pet-food brand The Farmer’s Dog. “The ’90s are back,” he says. “That seems to be around pop culture everywhere right now.”
“It’s cyclical,” adds Scott Cresto, executive vp of synchronization and marketing for Reservoir Media, which has three synchs, including a Pringles spot with Meghan Trainor singing Tina Turner‘s “The Best.” “Most folks’ favorite music is from [ages] 13 to 30. They’re down the line in their careers and making the decisions and picking their favorite songs.”
Although not all final synch tallies for nationally televised spots were available at press time — publishing execs say permissions and requests for songs were unusually late this year, including a rush job that came in from an agency this past Monday — Sony Music Publishing (SMP) scored the most with 15, UMPG had seven, Warner Chappell Music had six or seven, BMG landed five, Primary Wave and Reservoir had three apiece and Kobalt had one.
Despite inflation, layoffs, high interest rates and sporadic recession talk, synch rates were stable this year, according to publishers. “It’s in line with past Super Bowl campaigns,” says Marty Silverstone, partner/senior vp creative/head of synch for Primary Wave, whose synchs include Missy Elliott‘s “We Run This” for Google Pixel. Adds Dan Rosenbaum, vp of licensing and advertising, for BMG, whose synchs include Supergrass’ “Alright” and co-writes for Turner’s “The Best” and Elliott’s “We Run This”: “Recognizability is so important in commercial usage. If that song is going to work for them, they’ll pay the price.”
Super Bowl LVII is the first since Kate Bush‘s “Running Up That Hill (A Deal with God)” landed on Stranger Things in May 2022, became a No. 1 hit and unexpectedly dominated the synch business. Do publishers believe the big game, for which 30-second ads cost a reported $7 million, will have a similar impact for their songs? Yes and no.
“That Kate Bush song wasn’t well-known and the show blew it up. On the Super Bowl, they play it a little more safe by using more tried-and-true hits,” says Brian Monaco, president/global chief marketing officer for SMP, which represents Len‘s “Steal My Sunshine” (for a Sam Adams spot), Sarah McLachlan‘s “Angel” (Busch) and Olivia Rodrigo‘s “Good 4 U” (Pepsi). “On a TV show, it’s a little easier, because the fees are lower. If it doesn’t work, you’re on to the next one.”
Despite SMP’s success at landing Super Bowl synchs this year, Monaco’s staff was unable to successfully pitch one key artist: Bruce Springsteen, who sold his music rights to the company for a reported $550 million in 2021. “It just didn’t fit,” he says, while noting that even for a superstar like Springsteen, getting a Super Bowl synch is a coveted career highlight: “Everyone’s hope — every writer, every artist — is the Super Bowl platform. We need more big events like this to get more music played.”