Music 4.5: the full agenda

Music 4.5: the full agenda

Music 4.5 Sync - the evolving deals, as already reported, is a half-day seminar which will take place on February 28 in central London, at the Lewis Silkin offices on Chancery Lane. It will explore the marketplace for music traditionally defined as "sync", and how it is evolving with new types of demand coming from YouTube creators, UGC, Netflix, Amazon, Facebook and other entertainment platforms, games and not just the advertising industry.

The event will gather some of the key innovators such as MXX, SoundVault and Lickd, and industry players such as Warner Music, Pitch & Sync and BBC to discuss and debate how the market is evolving and it requires licensing rights to be organized in a new way, or if different value creation models can and should co-exist.

Check out, below, the full agenda of the seminar:

14:00 Registration

14.30 Welcome and introduction by 2Pears

14:35 Opening remarks by the chair – Cliff Fluet, Partner, Lewis Silkin



14:40    Proliferation of content

Different kinds of content such as UGC, brand content, Netflix and Amazon own entertainment production, and the increasing ubiquity of video is creating new needs for music and new versions of sync. How are artists and rights owners adapting and taking advantage of the opportunity?
Speaker: Simon Robinson, director and partner, Pitch & Sync

14:50 The new content creator market    

The proliferation of content has given rise to new kinds of creators in addition to Joe Public and professional production houses with the growth of mobile and online production tools and apps. A new market means new revenue opportunities. Does micro-licensing make sense? How can different kinds of UGC and creator content be monetised fairly, measured and monitored by rights owners?
Speaker: Paul Sampson, founder and CEO, Lickd

15:00 Brands and Artists – The new dynamics

Are brands media channels or just sales/promotion platform & revenue generator? How is new technology opening up opportunities? How does that affect independent artists?  How much in control is the artist and what is perception of working with brands?
Speaker: Alex Kennedy, artist manager

15.10 The impact of AI on sync music

Machine learning and AI techniques have already had an impact on streaming music services and DSPs. But how is this tech changing sync opportunities for film, television and advertising? How does AI change the creative process behind the discovery and creation of new music for sync?
Speaker: Alyssa Stringer, Product Manager for new technologies and partnerships, Audio Network

15.20 Panel Discussion: Bigger pie and more revenue or just more fragmentation?

An increasing appetite for music for UGC, YouTuber creators, videos, games, and entertainment platforms such as Netflix and Amazon, means more sync opportunities. Do more sync opportunities mean more revenue for artists and rights holders, or is it ‘just’ a question of more micro-revenues and micro-licensing?
Moderator: Cliff Fluet, partner, Lewis Silkin
Alyssa Stringer, Audio Network

Simon Robinson, Pitch & Sync
Alex Kennedy, artist manager
Paul Sampson, Lickd

16:00 Coffee break



16:30 Shifting content consumption habits    

Always on and multiple devices create the opportunity to deliver content in different versions adapted to the consumer’s situation and available time. Personalised VR/AR immersive experiences are increasingly the norm, with so called ‘object-based media’ predicted to be the next paradigm shift in media consumption - how will music and the music industry have to adapt to a multiple format situation? What is the impact on value creation?
Speaker: Philippe Keutgen, Technology Transfer & Partnership BBC

16.40 Licensing technologies and monetisation

Monetisation requires clean data captured accurately and flowing correctly as source meta-data to ensure music tracking, reporting and royalty collections are maximised across a growing number of platforms. YouTube has ContentID, but what level of control do artists and copyright holders have to see any continued incomes? What roles do the cue sheet and various ID software play?
Speaker: Nathan Graves, co-founder, SoundVault

16.50 The rights owner – controller or creator?

The usage of music in brand marketing vs. in YouTube creator videos require different levels of control and deliver different returns to the rights owners. Is it just a question of extracting as much financial value from a deal as possible, are the deals part of a greater marketing and audience engagement strategy? Does it matter?
Who owns and monetises the content after the initial promotional campaign time is past?
Speaker: Tim Miles, Director of Synchronisation & Entertainment, Warner Music

17:00 Monetising adaptive music

Dynamic use of content requires re-versioned music. How can adaptive music be developed, tracked, monitored and monetised? Is the current system of licensing and royalty collection fit for the multi-format content age?Speaker: Joe Lyske, co-founder, MXX

17.10 Panel Discussion: Different rights models for different content and consumption models?

The value of the deals defines the licensing process. Does the licensing model need to change? Will it change with the new content formats developing?ù
Moderator: Richard Kirstein, Resilient Music

Phillippe Keutgen, BBC
Nathan Graves, SoundVault
Joe Lyske, MXX
Tim Miles, Warner Music,

17:50 Round-up by the Chair followed by drinks and networking