- 02 May 23
IMPALA and AIM Ireland call for fairer conditions for independent music artists with three key themes.
The Association of Independent Music (AIM) Ireland has partnered with IMPALA to improve the lives of independent artists in Ireland, focusing on new conditions for streaming services.
The service is joining the European group of independent music organisations and national companies on multiple levels in their call for action, hoping to improve the market and to allow for more fairness within the music industry.
AIM Ireland announced their goals for reform in their own terms, following a month-long review process launched on the two-year anniversary of IMPALA’s ten-point streaming plan.
Building on IMPALA’s initial recommendations to make streaming fairer and provide a dynamic, compelling, and responsible future for creators and fans, AIM Ireland support IMPALA’s new call-which is based on three key themes:
1. Getting more money into the market and making sure there is no dilution of revenues.
2. Changing how revenue is shared
3. Boosting diversity, transparency and climate action
The press release mentions a quote from CEO of AIM Ireland and IMPALA Board member, Gill Dooley.
Dooley mentioned, “We’re in a small but strategically important European market – and we are hearing increased frustration from our members on the diminishing returns they’re seeing from streaming. It’s vital now that we have an established national trade association for the independent music sector, that we have an opportunity to input on and support a European wide call for change. Ireland has a seat at the table thanks to AIM Ireland’s involvement with IMPALA – and we are working together to affect positive change for our members and the wider independent music community.”
In the two years since IMPALA published its plan, "streaming has continued to be the centre of insistent calls for reform", the statement reads.
"Many of the recent proposals from different parts of the market echo the original analysis. What is also clear is that labels find themselves ever more central to the digital market and more crucial to artists who wish to have their voices heard. Despite this, the most expansive recent market assessments show that the revenue share of master rights in their core business has been steadily eroded. Independents owe it to their artists to meet this challenge, head on."
The absence of any substantial change on subscription prices in 15 years is striking. 100,000 tracks are uploaded to platforms every single day. Revenues for artists and labels are diluted by this unnavigable input, along with factors such as streaming manipulation, non-music content and AI driven music.
AIM Ireland and IMPALA also flag safe harbour and other value gaps as an issue, as well as the need to maximise revenues from ‘moment economy’ businesses driven by very short music clips.
The proposals in the IMPALA plan lead with an amplified call to grow the overall market, including through increasing subscription prices, stepping up conversion from freemium, and addressing dilution.
"We need to increase the economic value of music as a priority, and reset the conditions in terms of allocation models," President and Chair of IMPALA's streaming working group, Mark Kitcatt, Everlasting Popstock’s Co-owner and MD, stated.
"That is how we can grow a fair and diverse market. Start with adjusting the basic offer to reflect the pressures of inflation, and then move on up. No two music fans share the exact same passions and needs - the possibilities of tailored subscriptions are endless. But concentration in the streaming market means that the efforts of the small number of multinational companies who dominate that market are limited to making the same model, ever cheaper. Fans and artists deserve much more.”
To learn more about AIM Ireland and to also become a member, click here.
- Film & TV
- 20 Sep 23