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They love artists, they’ve got money to burn, and they’re the music industry’s new obsession: Say hello to superfans.
In January alone, Warner Music Group CEO Robert Kyncl called for “stok[ing] the blue flames of superfans” and additional “direct artist-superfan products and experiences”; Universal Music Group CEO Lucian Grainge highlighted the value of “superfan experiences and products”; and Spotify hinted at future “superfan clubs” in a blog post.
The following month, leaders at Interscope and Live Nation shouted out superfans. That was all before Joon Choi, president of the Korean fan platform Weverse, one-upped everyone by telling Music Business Worldwide that “the potential for growth in the superfan business and economy is limitless.” Stoke those blue flames right, and they’ll never stop burning.
All this runaway enthusiasm about superfans “goes back to that Goldman Sachs article,” says Mike Biggane, a former UMG executive and founder of Big Effect, which is developing technology designed to help smaller artist teams. Last summer, the financial institution posited that superfans — Luminate defines this group as listeners who “engage with artists and their content in five-plus different ways” — could inject more than $4 billion into the music industry by 2030.
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Goldman’s report also noted that the music business struggles “to fully monetize its content.” Nearly everyone listens to music, but the industry’s value pales next to that of gaming, for example. Games “have been more agile in terms of innovating and adopting ways to generate new revenue streams,” says Ben Sumner, managing director at Feel for Music, which helps games and brands with music supervision.
But for labels and streaming services, collecting new revenue from superfans may be easier said than done. “People are trying to find a simple way to mine fandom,” says Mike Pelczynski, one of the architects of SoundCloud’s “fan-powered royalties,” a payout system that aligns streaming revenue more closely with fandom. “It’s good for investors to hear, but it’s not simple. Every platform is different.”
Not only that: “So much of the conversation is about how to extract more out of the superfan, which I think is a big mistake,” says Bernie Cahill, founding partner of Activist Artists Management. “If you take care of them, you will get far more value out of that relationship than you will by selling them another piece of vinyl or a T-shirt.”
Pelczynski believes that “superfans want to be closer to, and most importantly seen by, their favorite artist.” They also clearly gain from their connections with like-minded enthusiasts — working together to orchestrate fundraising campaigns to support the acts they love, for example. Luminate found that superfans are 43% more likely than the average listener to say they “like to participate in the community” that springs up around an act.
These communities are defined by artist-to-fan and fan-to-fan relationships. It’s not immediately clear where labels can squeeze in.
And it’s notable that, historically, labels actually excel at reaching passive fans. A record label is unmatched when it comes to taking a song that’s connecting with audiences in one space and making it so ubiquitous that it becomes inescapable, the kind of thing that casual listeners run into at the gym and the supermarket. “We can reach Fall Out Boy‘s superfans pretty easily,” says Jonathan Daniel, co-founder of Crush Management (FOB, Miley Cyrus, Lorde and others). “When they have a song that raises its hand above the superfans, different opportunities come for them, and that’s where you really need the label — they’re great at taking it really wide.”
What’s more, in an age of artist empowerment, it’s hard to imagine many acts ceding control of their superfan communities to record companies. “Smart artists really curate a direct connection themselves,” Cahill says — they know their diehard followers keep them afloat. (It’s jarring to hear executives say things like “fandom is the future,” as if it wasn’t also the past.)
These days, due to the fact that artists can record, distribute and market themselves all on the cheap, they usually amass a dedicated following before they even sign to a label. This tends to give them a lot of sway in contract negotiations, and as a result, 360 deals — where labels take a share of the money that artists make from touring and merchandise sales, for example — are out of favor with young managers and lawyers, limiting record companies’ ability to cash in on superfans’ passion.
Nonetheless, to the extent that labels can encourage superfans to stream more or buy additional vinyl variants, they stand to gain financially. All the major labels also own merch companies, so if they can stoke demand for t-shirts that are subsequently manufactured by their own outlets, that’s another win. And UMG recently invested in Weverse and NTWRK’s acquisition of Complex, allowing it to benefit indirectly from superfandom.
Warner has another plan altogether: In February, Kyncl said that he’s “assembled a team of incredible technology talent” to construct “an app where artists can connect directly with their superfans.” While he hasn’t shared any additional details on what this will look like, users would presumably only have access to Warner artists on a Warner superfan platform. However, most listeners probably also want to connect with some acts signed elsewhere, to the extent they even know what labels their favorite artists are signed to.
The other hurdle for new superfan apps, or streaming platforms trying to add new superfan features, is all the existing options: The majority of artists already try to interact with their most passionate fans on TikTok, Instagram, Discord, Reddit and more. As a result, “artists’ time is very scarce,” says Roneil Rumburg, co-founder and CEO at Audius, a blockchain-based streaming service which enabled direct payments from fans to artists last year.
If more streamers try rolling out superfan features — SoundCloud, for example, allowed acts to message their top fans last year — then artists’ time will be crunched even further, as each platform will presumably require a different approach to engagement. In fact, Kyncl used exactly this reasoning to justify Warner’s venture into platform building. Artists “don’t want to optimize just for one platform over another,” he said.
“The few companies that are trying to build their own ecosystems, I applaud it,” Pelczynski says. However, “I think it’s going to be very challenging to make something that people will be willing to spend their time on and add to their daily usual behaviors.”
Like labels, the most prominent streaming services have spent a lot of time in the past decade figuring out how to serve music up to passive fans. (Spotify once had a messaging system, but it was discontinued in 2017 due to “very low engagement.”) They have had success using various recommendation methods — editorial playlists, algorithmic playlists — to ensure that people keep listening.
But a new generation of listeners appears less interested in throwing an editorial playlist on in the background. Younger, more engaged fans like to slow down their favorite artist’s track, mash it up, or duet with it, leading to the proliferation of homemade re-works across social media platforms.
“For the first time ever, an artist can put a song out and it might be a fan-created flavor of it that connects,” says Gaurav Sharma, founder of Hook, a platform that helps rightsholders monetize user-generated remixes. “Community is being built around music on social media, and fan remixing is a way to be unique in that expression.” It may be hard for major streaming services to cater to this type of fandom, though, due to rights issues: Labels probably aren’t going to condone unauthorized remixes on prominent music streamers. (This is the problem Hook is trying to solve.)
There has also been speculation around the industry about streaming services charging superfans extra for early access to music, a tactic that calls back to the exclusive album windows of a decade ago. That said, “fans expect a LOT of value to justify a monthly fee, especially with subscription fatigue,” according to a recent (subsequently deleted) tweet from Emily White, a former Spotify and Billboard employee whose “team was exploring artist fan clubs.”
Still, despite all the potential obstacles, “We’re seeing a lot of momentum on the institutional music side to figure this out and do it quickly,” Rumburg says, before adding a note of caution: “When so many hopes and dreams get injected into one word or concept, there’s no way it ever lives up to the hype.”
When Ariana Grande released her latest album eternal sunshine, one of its most beloved tracks, “the boy is mine,” became an instant dance trend on TikTok. At any other moment, a viral trend around a major pop star’s new song would seem obvious, even normal. But amidst the licensing feud between TikTok and Grande’s record label Universal Music Group, it’s a surprise to find the song on TikTok at all.
Grande’s music is not alone in sticking around on the app far past the expiration of UMG’s last license, which lapsed at the end of January. Thanks to clever tactics by fans, artists and their teams, some notable UMG-affiliated songs have been able to effectively skirt the company’s TikTok boycott. While it helps promote these songs individually, trying to get around the ban also has a knock-on effect for songwriters — and supplies UMG hits to TikTok without the app paying a cent.
An Olivia Rodrigo fan under the username LouLiv recently uploaded Rodrigo’s new single “so american” to TikTok as an “original sound,” and Rodrigo herself used the sound in a few recent TikToks, helping boost the song’s visibility. Grande’s fans have also been creating various versions of “the boy is mine” on TikTok, which has helped spread the song on the app, as well as other tracks from eternal sunshine.
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These original sounds often manipulate the official recording, changing the speed, pitch and/or title of the song to help them slip past TikTok’s detection technology, which is used to automatically catch songs, like UMG’s, that are not licensed to be on the app. A source close to the matter says that TikTok’s detection technology combs for metadata provided by UMG and UMPG and then removes the content. But the remaining original sounds that don’t get automatically wiped from TikTok are so widespread that it can sometimes feel like UMG never left the app at all.
The songs are not hard to find, either. The most popular sound for Rodrigo’s “so american,” for example, is straightforwardly titled “so american” and already has 33,400 videos created with the song to date. The most-used original audio for “the boy is mine” was recently removed after weeks on TikTok, a sign that UMG is issuing takedowns for some original sounds using their catalog. But multiple other original audios for the song remain, including “the boy is mine” by star and “the boy is mine sped up” by satvrn, amounting to over 100,000 videos made to original sounds of the song on TikTok and counting.
For songwriters, there are negative consequences. In two separate text and email chains reviewed by Billboard, non-UMG recording artists that have worked on recent or upcoming releases with UMPG songwriters have asked the track’s songwriters to withhold information about who wrote the song at the time of a track’s release to try to skirt the UMG TikTok ban — and the songwriters have agreed.
Though the two sources who provided correspondence to Billboard wished to remain anonymous to protect their clients, Lucas Keller, founder/CEO of Milk & Honey and manager to a number of songwriters and producers, confirmed that this is happening to songwriters. “Sometimes there’s a song coming out and there’s four writers, and one of them is UMPG, and someone steps forward and says, ‘Hey, can you not get in the way of this one? Can we register this in like three months?’” Keller says. “Then the song can be used on TikTok. It’s an interesting dark corner of the business that’s emerged.”
It is common for tracks to be released without submitting the proper publishing “splits,” meaning the names of the writers and what the percentage of ownership each holds, given these negotiations can be lengthy and sometimes contentious. But in the cases Keller and the other two sources discussed with Billboard, the songs’ publishing splits were ready to go and could have been submitted on time. The only reason they weren’t was to allow the artist to promote it on TikTok.
Michelle Lewis, co-founder and CEO of Songwriters of North America (SONA), says these asks by artists put songwriters in a bad position. “Songwriters are the least equipped to negotiate, the lowest on the food chain in these discussions,” Lewis says. She worries songwriters don’t feel like they have the ability to push back on these asks if they want to. Meanwhile, leaving out this key information could threaten the songwriters’ ability to get paid royalties from streaming services on time if the parties hold out longer than a few months.
Lewis, Keller and three artist managers who wished to remain anonymous, all tell Billboard that some artists are also “thinking twice” about inviting UMPG writers to sessions. “I have also heard about Universal writers not being invited to camps,” Lewis says; while it’s unclear how often this is occurring, Keller says it “is absolutely happening.” Adds Lewis, “It’s so uncool. If you’re not including Universal writers, you’re basically crossing the picket line. You’re weakening [UMG’s position].”
A UMPG spokesperson declined to comment on its songwriters facing these specific effects from the TikTok feud, but pointed to its letter to songwriters on Feb. 29, which read in part, “We understand the disruption is difficult for some of you and your careers, and we are sensitive to how this may affect you.”
Some official recordings with UMPG writers, like “Texas Hold Em” by Beyonce, who is affiliated with Sony’s Columbia Records, still remain on TikTok for unknown reasons. That song, which is currently ranked at No. 5 on Billboard’s TikTok Viral 50, was co-written by UMPG’s Raphael Saadiq, as were other songs on Beyonce’s new album Cowboy Carter that remain on the platform.
“Texas Hold Em” and some other tracks by Beyonce have a large number of songwriters — which is one major reason why publishing information is often submitted late — so it is possible that TikTok hasn’t removed the track because it doesn’t have verification that it is in any way affiliated with UMPG. Strangely, however, this track was taken down from TikTok briefly and then reappeared days later. When asked why “Texas Hold Em” was available on TikTok despite its clear ties to UMPG, neither TikTok nor UMPG responded to Billboard’s requests for comment.
Regardless of how these songs avoided an automatic removal from TikTok, UMG could have requested that these popular tracks and original sounds be taken down by now. Rights holders are able to manually request takedowns of content on TikTok that they believe infringe on their copyrights, like the original sounds for Grande and Rodrigo and songs like “Texas Hold Em,” and TikTok is required to remove them to remain in compliance with the Digital Millennium Copyright Act.
But tracking down all infringing content and requesting takedowns, especially for a catalog of millions like UMG’s, is known to be a tedious task. As UMG put it in its original letter to artists and songwriters, it is “monumentally cumbersome” and “the digital equivalent of ‘Whack-A-Mole.’” Michael Nash, the company’s executive vp of digital strategy, also added on an earnings call on Feb. 28 that the company had sent requests to “effectuate muting of millions of videos every day.” However, it is possible to get infringing tracks removed if that is the rights holders’ wish.
“This is not a united front,” Lewis says. “It feels indicative of our industry overall. We can never get along, and the individual creator is the one who gets hurt… It’s totally not fair for songwriters, but this is all beneath the top line concern, which is that TikTok completely underpays, undervalues songwriters. That’s number one. They’re the ones who started this.”
There’s little doubt that TikTok drives the discovery of new and unfamiliar music. Exactly how much engagement it creates downstream — at on-demand music streaming platforms — is less clear.
It’s been roughly two months since Universal Music Group announced its decision to remove its catalog from TikTok after the companies’ licensing agreement ended on Jan. 31. To see if its absence from TikTok has hurt UMG’s streaming numbers, Billboard looked at Luminate’s weekly market shares for UMG, as well as for Sony Music and Warner Music Group, going back to the beginning of 2023.
The conclusion? Thus far, there’s no clear evidence that UMG’s U.S. market share has been affected by its catalog’s removal from the wildly popular platform. Since the week ended Feb. 8 through the week ended Mar. 28, UMG’s market share has not deviated from what could be considered normal trends. Importantly, the company has not suffered a major blow — either in market share or chart appearances — while absent from TikTok.
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In the eight weeks since TikTok started pulling UMG catalog following the lapse of their licensing agreement, UMG’s overall on-demand audio streaming market share (using a moving four-week average to smooth out fluctuations) dropped 1.8% — not 1.8 percentage points — from 38.72% to 38.02%. Most of that drop came from a 5.8% decline (from 34.42% to 32.43%) in market share of current (less than 18 months old) titles — an entirely normal fluctuation that reflects the ebbs and flows of any music company’s new release schedule. Since early 2023, the eight-week change in UMG’s current market share (again, using a moving four-week average) has dipped more than 5% five times. Sony Music experienced a 5% or greater decline six times. Warner Music Group saw it happen seven times.
Catalog (music over 18 months old) market share is less driven by music companies’ new release schedules but also tends to see small increases and decreases. In the eight weeks ended March 28, UMG’s catalog market share declined 0.8% (from 40.01% to 39.7%). That wasn’t atypical; WMG dropped 0.9% over the same period. Going back to the beginning of 2023, UMG’s catalog market share gained more than 1% six times and fell by more than 1% four times. UMG’s competitors saw their catalog market shares fluctuate by more than 1% more times than UMG.
Given the importance of on-demand audio streaming to record labels, a loss in market share would hit UMG in the pocketbook. In 2023, UMG’s record labels received about $6.17 billion in royalties from streaming, according to its 2023 annual report. Just a 5% decline in streaming revenue is worth over $300 million annually. TikTok, on the other hand, is a relatively small part of UMG’s business. The previous licensing deal with TikTok was worth about 1% of UMG’s annual revenue, CFO Boyd Muir stated in the company’s Feb. 28 earnings call — equal to $120 million annually based on 2023’s total revenue.
TikTok has a well-earned reputation for driving chart success for tracks — from Glass Animals’ “Heat Waves” to Doja Cat’s “Paint the Town Red” — by raising their profiles and creating downstream traffic at on-demand streaming services. A 2023 TikTok study conducted by Luminate found that higher TikTok engagement corresponds with elevated streaming volumes and that U.S. TikTok users are more likely than average consumers to both stream music and subscribe to a music streaming service. TikTok engagement went offline, too: The study found that 38% of TikTok users in the U.S. went to a show in the last 12 months and that 45% bought some merchandise — suggesting higher-than-normal levels of engagement with music.
But there’s evidence that TikTok is less valuable to music discovery than music streaming services that still offer UMG’s catalog. TikTok users who would potentially discover UMG’s music “still have a lot of ways to find new music and new artists in the absence of TikTok,” MusicWatch managing partner Russ Crupnick tells Billboard via email, “though admittedly it’s an important option.” MusicWatch has found that TikTok users are three times as likely to cite their favorite streaming service as the top source for music discovery as they are TikTok. And two-thirds of TikTok users say music streaming services are a source for hearing new songs and new artists; 49% of TikTok users cite TikTok as a favorite for finding new music.
Still, an absence from TikTok means UMG’s artists aren’t reaching young consumers where they spend much of their time. TikTok is an especially popular option for teens, notes MIDiA Research’s Tatiana Cirisano. A MIDiA survey of U.S. consumers found that 24% of all people surveyed listen to songs they first heard on TikTok on a monthly basis. That number jumps to 52% for 16-to-19-year-olds, and 55% of people in that age group say TikTok is one the top three places where they discover new music — ahead of YouTube (47%) and music streaming services (36%).
Looking at only streaming market share data does not capture the full picture, though. It’s entirely possible that UMG has been hurt by its absence from TikTok in other ways. If its catalog were available at TikTok, UMG could have had one or more out-of-left-field viral hits thanks to the unsolicited usage of its music by TikTok users. After all, TikTok can surface old music in expected ways.
What’s more, two months is also too little time to draw any grand conclusions. “The constant fluctuation in release schedules as well as the ever-evolving ways that consumers use social apps mean that it will be necessary to assess over a much longer timescale,” Chaz Jenkins, Chartmetric’s chief commercial officer, tells Billboard in an email. Additionally, Billboard examined market share in the U.S. only. Global market share data would tell a fuller picture.
Besides, some artists have found ways to work around the ban. As Billboard reported in February, artists are doing acoustic versions of songs, speeding up the recordings’ tempos and posting interviews to stay in front of their fans. “Artists impacted by this are just being more creative on TikTok about how they’re getting music out,” said Shopkeeper Management digital marketing manager Laura Spinelli.
For all of TikTok’s promotional value and ability to break hits, the app might be more of a silo than people think: MIDiA also found that 76% of consumers who said TikTok is a main source of music discovery don’t seek information on an artist after finding a song on the app. In other words, what happens on TikTok often stays on TikTok. Let’s see if the impact of UMG’s absence from the app will be just as contained.
As artificial intelligence and its potential effects on creativity, copyright and a host of other sectors continues to dominate conversation, the Universal Music Group and electronic instruments maker Roland Corporation have teamed up to create a set of guidelines that the companies published under the heading “Principles for Music Creation With AI.”
The seven principles, or “clarifying statements,” as the companies put it, are an acknowledgment that AI is certainly here to stay, but that it should be used in a responsible and transparent way that protects and respects human creators. The companies say that they hope additional organizations will sign on to support the framework. The seven principles, which can be found with slightly more detail at this site, are as follows:
— We believe music is central to humanity.
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— We believe humanity and music are inseparable.
— We believe that technology has long supported human artistic expression, and applied sustainably, AI will amplify human creativity.
— We believe that human-created works must be respected and protected.
— We believe that transparency is essential to responsible and trustworthy AI.
— We believe the perspectives of music artists, songwriters, and other creators must be sought after and respected.
— We are proud to help bring music to life.
The creation of the principles is part of a partnership between UMG and Roland that will also involve research projects, including one designed to create “methods for confirming the origin and ownership of music,” according to a press release.
“As companies who share a mutual history of technology innovation, both Roland and UMG believe that AI can play an important role in the creative process of producing music,” Roland’s chief innovation officer Masahiro Minowa said in a statement. “We also have a deep belief that human creativity is irreplaceable, and it is our responsibility to protect artists’ rights. The Principles for Music Creation with AI establishes a framework for our ongoing collaboration to explore opportunities that converge at the intersection of technology and human creativity.”
Universal has been proactive around the issue of AI in music over the past several months, partnering with YouTube last summer on a series of AI principles and an AI Music Incubator to help artists use AI responsibly, forming a strategic partnership with BandLab to create a set of ethical practices around music creation, and partnering with Endel on functional music, among other initiatives. But UMG has also taken stands to protect against what it sees as harmful uses of AI, including suing AI platform Anthropic for allegedly using its copyrights to train its software in creating new works, and cited AI concerns as part of its rationale for allowing its licensing agreement with TikTok to expire earlier this year.
“At UMG, we have long recognized and embraced the potential of AI to enhance and amplify human creativity, advance musical innovation, and expand the realms of audio production and sound technology,” UMG’s executive vp and chief digital officer Michael Nash said in a statement. “This can only happen if it is applied ethically and responsibly across the entire industry. We are delighted to collaborate with Roland, to explore new opportunities in this area together, while helping to galvanize consensus among key stakeholders across music’s creative community to promote adoption of these core principles with the goal of ensuring human creativity continues to thrive alongside the evolution of new technology.”
As the showdown continues between Universal Music Group (UMG) and TikTok after the world’s biggest record company pulled content by its artists and songwriters from the video-hosting social media site, it seems as though the ban has created a window of opportunity for independent music acts.
A look at the upper echelon of Billboard‘s TikTok Top 50 chart shows that most of the top 20 entries on the chart are independent recordings, including Dasha’s breakthrough “Austin,” Mitski’s “My Love Mine All Mine,” Djo (a.k.a. actor/musician Joe Keery)’s “End of Beginning,” and even Bobby Caldwell’s 1979 song “What You Won’t Do For Love.” Prior to UMG’s TikTok ban, independent artists, music from independent artists already made up a significant portion of the TikTok 50 chart, which debuted in September 2023, but without UMG artists’ or songwriters’ works on the platform — which by Billboard‘s recent estimates affects more than 60% of the most popular songs in the United States — the pathway to success seems more clear than ever.
However, top independent music executives have a message for artists in the sector: “Not so fast.”
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As UMG’s ban drags on, independent music executives are advising artists to look at the bigger picture — and also to use this as an opportunity to look at what rights they do and don’t control.
“I truly hope we don’t do what we so often do in the music industry, which is say, ‘Oh, this is an opportunity for me to get a bit of an advantage,’ and then take the advantage, but ultimately damage the ecosystem,” says Richard James Burgess, president/CEO of the American Association of Independent Music (A2IM). “I think we are sort of at a critically bad state, in terms of the amount of money that’s being paid through [to artists]. That works out fine if you’re an aggregator, distributor or label, and you’ve got enough copyrights. But it’s extremely difficult for the artist to generate enough copyrights to make a living from if someone’s not a household name.”
Burgess continues, “TikTok is an extremely bad actor in terms of the types of deals they do and the structure of their deals. It’s almost like trying to play the lottery — if you get a viral TikTok, it can have an impact on your sales, but how much money does TikTok make from us trying to get that sort of viral spike? They should be paying for the use of music and they’re effectively not paying. I think Universal did a great thing here, and my membership, my board, supports that position.” (A rep for TikTok has declined to comment for this story).
In a 2022 Billboard story, one executive from an independent label noted that artists on his roster earned approximately $150 from TikTok from around 100,000 videos that were made with their music. Meanwhile, in the same report, a marketer who spearheaded a campaign for a music single that was used in approximately half a million TikTok videos noted that his artist earned less than $5,000 from TikTok, though views rose into the billions.
While there are opportunities for increasing numbers of independent artists to gain greater traction on TikTok during the platform’s impasse with UMG, “it’s important for artists to use the opportunity to focus on their own art instead of chasing trending sounds or being the one-millionth person to cover a hit song,” says Jody Whelan of independent record label Oh Boy Records, which was founded in 1981 by the late singer-songwriter John Prine and which now represents music from Prine, Kelsey Waldon and Arlo McKinley, among others. “If you’re lucky enough to go viral on TikTok, you want folks to stick around to hear what you have to say.”
For many contemporary acts, TikTok is a key component of their marketing plans, with labels and managers urging artists to create content in hopes of driving listeners to streaming platforms. A 2023 report, commissioned by TikTok and facilitated by Luminate, noted that 62% of U.S. TikTok users pay for a music streaming service, compared to 43% of all consumers.“TikTok user engagement metrics are strongly associated with streaming volumes,” in the United States, the report stated. “In other words, higher TikTok engagement — whether that’s likes, views or shares — corresponds with elevated streaming volumes.” The report also noted that TikTok users are more engaged with other areas of music-related consumption, claiming that in the United States, 45% of TikTok users purchased music-related merch over a year-long span, compared with 35% of overall music listeners, while 38% of TikTok users attended a live music event during the year, compared to 33% of overall music listeners.
Even with stats like these, Whelan says the TikTok/UMG battle should serve as a cautionary tale to realize how even so-called independent artists can get caught in the ban’s web because of an affiliation with UMG or UMPG. “This should also serve as a reminder to the independent community: You can’t rely on someone else’s platform to reach your audience,” Whelan says. “This month it’s UMG, next month it could be your distributor. The algorithms and priorities of social media companies and the streamers continuously shift. You have to be able to control the means in which you communicate directly with your audience, whether that’s by email or by text (we also still send out postcards to our fans!).”
Stem CEO Milana Lewis agrees, seeing the situation as a “great moment to highlight the difference between independence and autonomy. Artists believe they’re independent when they do a deal with the independent distribution arm of a major label because their deal terms might be more flexible. In reality, they still have very little control over their rights, and this is a great example of how a big corporation is deciding on their behalf whether or not their music is available on a platform and whether or not they are willing to trade off earnings for exposure.”
Independent artists should be taking this time to examine their relationships with all social media and make sure they are taking full advantage of each platform despite TikTok’s current dominance, says Seth Faber, Stem’s general manager of music distribution and payments. “Time will tell if Universal’s maneuver will lead to a meaningful redistribution of the viral pie. In the meantime, artists should continue to lean into the full landscape of snackable content,” Faber says. “The power of Instagram’s Reels, Spotify’s Clips and YouTube’s Shorts aren’t to be ignored. Diversify those content portfolios.”
For Burgess, UMG vs. TikTok is a repeat of an age-old battle pitting the industry against artists, with artists often coming out on the short end of the stick. “[TikTok] plays this promotional exposure-discovery game. How many times do we get sucked into that?” Burgess asks. “Radio hasn’t paid [artists] for recorded music. MTV didn’t pay. We keep making the same mistakes. Good thing is that Universal is big enough, and especially with the publishing and everything, the tendrils from that go far and wide.”
Burgess further likens the UMG-TikTok battle with the ongoing battle with secondary ticket markets, saying that most of the money is not making its way to artists. “That is the essence of the problem,” he says. “It would be good if people did the right thing here and stood together to get a better deal for everybody.”
A year ago, Matt Najdowski, like many business managers for top artists, was routinely going over royalty statements when he discovered an unusual plunge in revenue.
For years, Pandora, the internet-radio streaming service, had paid 50% of song royalties to the artists through a collection agency called SoundExchange. But suddenly, artists signed to Universal Music Group were receiving a much lower percentage, similar to what they received from on-demand streaming services like Spotify or YouTube. And the payments were now arriving directly from UMG instead.
Najdowski researched further and learned UMG was able to change the way it reported Pandora revenue because Pandora itself had changed. In 2016, the streaming service began evolving from webcasting to a Spotify-style “search and play what you want” model. Because Pandora now offers an interactive service, rather than a non-interactive webcaster, it needed to make new deals with labels rather than relying on a government-mandated compulsory license at a standardized rate.
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As such, UMG and other labels were able to change the flow of royalties so they collected and paid them directly — rather than SoundExchange distributing to artists, as law mandates under these compulsory licenses. With UMG’s change in policy last year it became the first and only label so far, according to sources, to take advantage of this change. With that, the royalty splits for artists changed, too, from a 50% split through SoundExchange to whatever, often smaller, percentage their record deals dictated for on-demand streaming revenues. That’s significant as the world’s biggest record label contributed $135 million to SoundExchange as part of its Pandora share for artists, according to Billboard estimates based on financial reports and other public information.
“That specific royalty stream can range from a couple hundred dollars per month to a couple thousand. It can be a significant amount of money,” says Najdowski, royalty manager for Farris, Self & Moore. This change in accounting, he adds, “is more or less taking money out of [artist’s] pockets.”
Perhaps most notably, Najdowski discovered that the many UMG artists who are unrecouped – meaning they have yet to earn back the money the label spent on recording, marketing and other costs – were receiving a worrisome amount: zero. These acts were previously being paid directly by SoundExchange, so their unrecouped status with UMG was not an issue for these royalties. “A lot is being withheld, and it feels like a grab for money from the labels,” says Heather Gruber, royalty manager for Fineman West, a business-management firm that represents artists.
Although Pandora has struggled in recent years – monthly users have dropped from 81.5 million in 2014 to 46 million in 2023 – it remains a potent outlet for hitmakers such as SZA, Megan Thee Stallion and Lil Durk, as well as bubbling-under singles like contemporary-Christian singer-songwriter Lauren Daigle’s “These Are the Days.” Newer artists rely on the exposure, too, and Pandora royalties have provided crucial revenue while they absorb touring and merch expenses. “If you’re making millions of dollars, this isn’t going to have a big impact on you,” says Harold Papineau, associate lawyer for King, Holmes, Paterno and Soriano, which represents Metallica and others. “But if you’re living paycheck to paycheck, then this is a significant problem. Now you’ve lost money that you may have relied on to pay your bills.”
In a statement, a UMG representative responded by explaining the difference between interactive (like Spotify, YouTube and Apple Music) and non-interactive streaming services (like internet radio). For the former, recording royalties are “subject to direct negotiation between an individual rights owner and the service,” the rep said, adding that Pandora “has substantially changed its functionality such that it has evolved into an interactive service, where users can select tracks on demand.” In other words: The label has every right to make this change.
Still, UMG didn’t fully change the way it reported the royalties to artists until 2022, and it caught many business managers and music attorneys by surprise. “It kind of happened in the dead of night,” says Mike Merriman, a business manager for the firm PARR3 who represents DJ Alison Wonderland, singer 6lack and producer Louis Bell, among others. “It does create some ambiguity and lack of transparency.”
When the Pandora change first kicked in, business managers were confused about the streaming service’s identity. “We’re still running analysis on it,” says Erica Rosa, owner/vp of royalties and contract compliance at FBMM, a business management firm that represents top artists. “I’ve asked a lot of questions to attorneys and various industry figures: ‘How would you define Pandora? Would you consider it to be an interactive or non-interactive stream? I don’t know that anyone has given a clear definitive answer yet.”
Additional reporting by Glenn Peoples.
Mercury Records is expanding its executive team amid the broader restructure of Universal Music Group’s labels, the company announced today (March 13). The news comes as the label, which had been operating as an imprint of Republic Records since its relaunch in April 2022, has a hand in the top two albums on the Billboard 200 this week — Morgan Wallen’s One Thing At a Time (Big Loud/Mercury/Republic) and Noah Kahan’s Stick Season (Mercury/Republic).
Now, with the reorganization of UMG’s East Coast labels under Republic co-founder/CEO Monte Lipman, Mercury joins Def Jam, Island and Republic as part of the larger group, with a central organizational hub called Republic Corps. helping each label with marketing, promotions, publicity and legal support. And Mercury president Tyler Arnold and general manager Ben Adelson have made three appointments to their team in the new operation.
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Alex Coslov, a marketing veteran who had worked across both Mercury and Republic, will now be working full time at Mercury as its new executive vp, while Republic senior vp of media Marisa Bianco slides over to work on Mercury full time, while also reporting in to Republic Corps. head of media Joseph Carozza. Additionally, the label hired Mario Vazquez as vp of audience and streaming, who will work at Mercury while also reporting in to Republic Corps. executive vp of global commerce and digital strategy Kevin Lipson.
“Ben and I are thrilled to welcome Alex, Marisa and Mario to our team at Mercury Records,” Arnold said in a statement. “From day one, our goal has been to foster a creative, supportive and forward-thinking home for our artists to thrive. We are incredibly grateful to expand our team with this talented group of executives who will help further that mission as we usher in our next chapter.”
Arnold and Adelson are themselves Republic veterans, emerging from the A&R department at the label, and when the imprint relaunched in 2022 it came with several artists and partnerships that Arnold and Adelson had signed at Republic, including Post Malone, Kahan, James Bay, Lord Huron, Jeremy Zucker and others, as well as Republic’s relationship with Big Loud for Wallen, which Arnold had originally brokered. The label is also home to Stephen Sanchez, Zayn and AJR, among others.
As the broader restructuring of the Universal Music Group’s label operations continues on the West Coast with the newly-formed Interscope Capitol Labels Group, the East Coast labels have now also begun to unveil their new structure under chairman/CEO Monte Lipman, with a new name of its own: Republic Corps.
The new structure and designation is set to be the umbrella “central operational hub” for each of the labels underneath it, with former Republic Records co-president Jim Roppo serving as president and COO of the new overarching group, reporting to Monte Lipman and Avery Lipman.
Each of the labels have individual leaders, many of whom remain in the same roles they had prior to the reorganization: Republic Records will now be led by president and chief creative officer Wendy Goldstein, formerly co-president of Republic alongside Roppo; Mercury Records will continue to be led by president Tyler Arnold and general manager Ben Adelson; Island Records will remain under the purview of co-CEOs Justin Eshak and Imran Majid; Def Jam Recordings will remain under chairman/CEO Tunji Balogun; and IMPERIAL Music/Casablanca Records will still be run by president Glenn Mendlinger. According to a release, each of the labels will maintain “full independence and autonomy” under the new structure.
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Roppo, leading the Republic Corps. teams, will work across each of the labels, with former Republic head of global commerce Kevin Lipson becoming his “chief lieutenant,” with an expanded role that will encompass revenue strategy at the group. They will lead a series of shared departments, led by executives from several different East Coast label teams.
Former Republic Records head of promotion Gary Spangler will take up the same title in the new Corps., with support from former Republic Records exec Lucas Romeo and former Island promotions head Ayelet Schiffman in support, and format leads that include former Def Jam exec Natina Nimene overseeing urban; and former Republic execs Gary Dumler overseeing pop, Davey Dee Ingenloff overseeing rhythm, Manny Simon overseeing adult and Amanda Dobbins overseeing rock.
Most recently general manager of Island Records, Mike Alexander is moving to a new role overseeing global marketing at Republic Corps, with a team consisting of Myra DeCastro (Def Jam), Steve Rowen (Island) and Zoe Briggs (Republic/Mercury). Additionally, former Republic head of media Joseph Carozza will lead media strategy for the Corps, with a team consisting of Beau Benton (Republic), Marisa Bianco (Mercury), Lauren Ceradini (Def Jam) and Lauren Schneider (Island).
On the legal side, two executives that previously worked for parent group Universal Music on behalf of all of the East Coast labels will retain their titles under the new Republic Corps. designation: Steve Gawley will remain as executive vp of business & legal affairs and business development, while Joe Schmidt retains the title of executive vp/CFO, both of whom will report directly to the Lipmans. Additionally, Republic Corps. will include teams led by Jenny Beal (Production), Brittney Ramsdell (creative synch), Meredith Oliver and Liza Corsey (A&R administration) and a data and analytics team, according to a release.
The new Republic Corps. structure comes amidst the broader reorganization of the Universal Music Group labels announced by UMG chairman/CEO Lucian Grainge on Feb. 1, which divided the labels into an East Coast-West Coast structure, with Republic Corps. comprising the East Coast division. The West Coast labels, under chairman/CEO John Janick, have been reformulated as the Interscope Capitol Labels Group, with that structure coming into focus over the past week. Both companies have been undergoing extensive layoffs as part of the reorganization, which included the combining of many labels’ promotions and publicity staffs into shared services divisions, among other moves.
A week after chairman/CEO John Janick introduced the newly-formed Interscope Capitol Labels Group and named several members of his C-suite to top roles, the structure of the divisions of the new company are coming into focus with a slew of announcements.
On Monday (March 11), Janick named the members of Interscope Geffen A&M’s new pop/rock and urban music teams, with 13 executives receiving new remits within the new structure, including three co-presidents of Interscope Geffen A&M. The duo in charge of pop/rock are IGA co-president/head of creative strategy Michelle An and IGA co-president/head of pop/rock A&R Sam Riback, with executive reporting to them including executive vp of pop/rock A&R Matt Morris; co-heads of pop/rock digital Chris Mortimer and Kirsten Stubbs; senior vp of pop/rock marketing Adrian Amodeo; and vp of pop/rock visual creative Chelsea Dodson.
The urban music team will be lead by IGA co-president/head of urban A&R Nicole Wyskoarko alongside executive vp/head of urban marketing Laura Carter, with president of Geffen urban A&RB Aaron “Dash” Sherrod and executive vp/head of urban digital Ramon Alvarez-Smikle. Reporting to them are senior vp of urban marketing and strategy Lola Plaku and senior vp of visual creative/head of urban creative Andrew Ibea.
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(Top Row L-R) Andrew Ibea, Aaron “Dash” Sherrod, Nicole Wyskoarko, Matt Morris,
Chelsea Dodson, Sam Riback, Ramon Alvarez-Smikle, Lola Plaku.
(Seated Row L-R) Laura Carter, Kirsten Stubbs, Adrian Amodeo, Chris Mortimer, Michelle An.
Courtesy of ICLG
Almost all the executives across those two departments continue from Interscope Geffen A&M, where they had previously worked under Janick.
“Each of these executives exemplifies the culture of innovative thinking, entrepreneurial spirit and wide-ranging success that have long defined IGA,” Janick said about them in a statement. “As we continue to solidify our team and finalize the redesign of our broader company, we are creating a modern music company that will set the standard for our industry and provide the optimal environment in which our artists can thrive and achieve excellence in music.”
Today (March 12), Janick named another 13 executives to roles in the corporate leadership of ICLG, working across both IGA and Capitol Music Group, consisting of a mix of executives from both previous labels who will be reporting in to C-suite leaders announced last week.
Steve Berman, ICLG’s vice chairman, will oversee departments that will be led by executive vp of urban promotion Bill Evans; executive vp/head of media Ambrosia Healy; senior vp of sports and gaming Dave Nieman; executive vp/head of strategic marketing & brands Daniel Sena; and senior vp of creative synch licensing Jenny Swiatowy. Of those, Evans, Healy and Swiatowy came from Capitol, while Nieman and Sena remain from Interscope.
ICLG general manager and chief revenue officer Gary Kelly, meanwhile, will oversee departments led by senior vp of production Gretchen Anderson; senior vp of revenue Nicole Csabai; executive vp of international marketing Jurgen Grebner; vp/head of analytics Wayne Laakko; president of promotion/ICLG executive vp Greg Marella; and executive vp of direct-to-consumer strategy Xavier Ramos. Of those, Anderson, Csabai, Grebner, Ramos and Laakko remain from Interscope, while Marella comes from Capitol.
Finally, under ICLG CFO Geoff Harris, who reports to ICLG COO Annie Lee, are vp of A&R administration Steve Cook and vp of artist relations Kim Valderas. Both Cook and Valderas come from Capitol Music Group/Motown Records.
Courtesy of ICLG
“Naming these executives to company-wide positions further strengthens and solidifies our redesign of ICLG,” Janick said in a statement about the new positions today. “IGA’s and CMG’s core label teams are now able to draw upon the best-in-class skills and expertise for all of their artists, as well as more ably secure a broad array of opportunities and experiences throughout the world.”
The new Interscope Geffen A&M team joins the recently-installed new executive team at Capitol Music Group, which consists of former Geffen boss Tom March as chairman/CEO and UMPG veteran Lilia Parsa as president, following the departures of prior CMG chair/CEO Michelle Jubelirer and president Arjun Pulijal. The moves are all part of the major overhaul of the Universal Music Group label structure that UMG chairman/CEO Lucian Grainge first announced on Feb. 1, which moved UMG’s West Coast labels — Interscope, Geffen, A&M, Capitol, Blue Note, Priority, Verve and Motown — under Janick’s purview at ICLG, and its East Coast labels — consisting mostly of Republic, Def Jam, Island and Mercury — under Republic co-founder and CEO Monte Lipman. News of the new East Coast structure is also expected soon. The company has been going through extensive layoffs in the past week, as IGA and Capitol formally merge together and the East Coast teams are being solidified.
Capitol Music Group co-president Arjun Pulijal has stepped down from his role after 11 years at the company, he announced in an internal memo obtained by Billboard.
The move comes amid a broader executive shakeup atop the company, as former CMG chair/CEO Michelle Jubelirer stepped down from her role on Feb. 6, with Geffen president Tom March coming in to replace her and UMPG veteran Lilia Parsa named co-president the following day.
Pulijal was named CMG president by Jubelirer in January 2022, shortly after she ascended to the top role. Prior to that, Pulijal had run the marketing department at Capitol Records; he initially joined Capitol in 2013 after a seven-year stint at Epic Records.
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“Today marks my 11 year anniversary at Capitol Music Group,” Pulijal wrote in the memo. “[Eleven] years of aspiring to help artists of all types in whatever way I could. [Eleven] years of a commitment to honor an iconic music company’s legacy and embrace disruption to modernize it in equal measure. [Eleven] years of working with incredible people and building relationships that transcend the word ‘colleague.’ … It is surreal and difficult to say goodbye to a company I’ve called home for over a decade. I’ve had the unique experience of growing my career at Capitol. From campaign builder to artist confidant to leader, I’ve seen this company through many lenses.”
Pulijal’s departure comes days after Capitol’s parent company Universal Music Group began the process of laying off dozens of people at Capitol and other labels as part of a broader restructuring of the company’s label divisions, which UMG chairman/CEO Lucian Grainge first announced Feb. 1 and which was confirmed Feb. 28. As part of that overhaul, Interscope Geffen A&M chairman/CEO John Janick received oversight of Interscope, Geffen, Capitol, Motown, Priority, Verve and Blue Note, while Republic Records CEO Monte Lipman will oversee Republic, Def Jam, Island and Mercury.
“I feel for all of those people exiting the company this past week, many of whom didn’t have the luxury of choice like I did,” Pulijal wrote, nodding to the layoffs at Capitol. “Know that you and I are leaving on a high note. You were all a vital part of the success we had over the last few years in particular. We built a company based on a shared love of music, artistry, creativity, diversity, transparency, empathy, and efficiency in a complex and unforgiving marketplace… and we had historic success doing it. I will carry those values forward into the future, to wherever my journey goes from here. When I figure it out, you all will be the first to know.”
Read Pulijal’s full memo below.
Today marks my 11 year anniversary at Capitol Music Group.
11 years of aspiring to help artists of all types in whatever way I could.
11 years of a commitment to honor an iconic music company’s legacy and embrace disruption to modernize it in equal measure.
11 years of working with incredible people and building relationships that transcend the word ‘colleague’.
In a bittersweet & appropriately full-circle turn of events, today I am announcing that I have made the decision to leave my position as President of Capitol Music Group.
It is surreal and difficult to say goodbye to a company I’ve called home for over a decade. I’ve had the unique experience of growing my career at Capitol. From campaign builder to artist confidant to leader, I’ve seen this company through many lenses. We’ve always valued storytelling to help artists connect with audiences, so I of course couldn’t depart without telling a story:
When I assumed the position of President, I received many notes of congratulations from past Capitol employees that I’d never met, many of whom worked for the company decades ago and had long since departed. It was evident that this iconic company continues to hold such an important place in people’s lives and music history. One such note pointed out that I was named President exactly 50 years after the legendary late Bhaskar Menon held the same position. As a person of Indian descent and one of the (sadly) few AAPI leaders in music, knowing that someone with my same cultural background succeeded in this role was beyond inspiring. I read everything I could about his intrepid life and career, including speaking with colleagues and his family. While he achieved monumental success with artists and records, it was clear the most enduring part of his legacy was how he treated people. He embraced constructive confrontation, leading with honesty and grace. These were virtues I always aimed to honor.
It’s about people first.
When artists ask me why they need a label, I always say “it’s about the people.”
I feel for all of those people exiting the company this past week, many of whom didn’t have the luxury of choice like I did. Know that you and I are leaving on a high note. You were all a vital part of the success we had over the last few years in particular. We built a company based on a shared love of music, artistry, creativity, diversity, transparency, empathy, and efficiency in a complex and unforgiving marketplace….and we had historic success doing it. I will carry those values forward into the future, to wherever my journey goes from here. When I figure it out, you all will be the first to know.
I leave with an overwhelming sense of gratitude for the artists and staff, & wish the new leadership – John Janick, Steve Berman, Tom March, & Lillia Parsa – nothing but the best moving forward. I will be available to help in the background with transition over the coming weeks before officially departing later this month.
Thank You.