As music and gaming form new partnerships, what’s next? Where do livestreams go from here? And Apple buys Primephonic, will fragment its music service.
— there is optimism for the future of livestreaming as a product. “It solves so many problems for emerging artists,” another executive says. “It allows you to get in front of new global audiences without having to worry about tour support.”
Another CEO says, “The virtual aspect of attendance is never going to go away now. It gives access to groups that never would’ve gotten it before.” Livestreaming also raises questions for songwriters, who are often left out of the payment structure around some startups occupying the space, where mechanical and synch rights are often an afterthought for young startups. “For songwriters it absolutely is not promotional. The arguments that some people try to make are bullshit,” says a CEO. “Livestreaming better be a revenue generator or it’s going to be a problem because that’s the only business model a songwriter may have.
“I don’t think it’s some bigger strategy,” another key executive says. “It’s very unique, classical music doesn’t fit the metadata pattern of the music business.”
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