Taking the veil off Music Distribution
The towering presence of a digital music distributor apart from ensuring global market access, helps artists generate revenue and navigate the music landscape promoting career growth in a big way. PDL India led by Prashant Dogra is one of the most popular digital distributors in the market. In a talk with IPRS he helps demystify the distribution business for the music creator.
What role does a Digital music distributor play?
Ans: Helping music creators and music labels get their music content reach the audience through the various DSP is the chief activity of the digital music distributor.
Can you delve into the relationship between a creator and his distributor?
Ans: As a creator one has to make a call about where their priorities lie. Creating music and releasing music are two entirely different functions calling for different skill sets. Great artworks go a long way in promoting a song. As an artist you could create or involve a music label for your cover design.
once that is decided, then begins the technological bit and the distributors part. The song in Wave format (usually) has to be converted to the various specifications of the platform. For eg. Apple, WYNK Spotify, Aamazon Music, and others have different formats. The distributor has to be an expert at format conversions. It is also the role of the distributor to ratify accurate metadata every time and ensure that the creator is adhering to the policy of the DSPs as these factors eventually affects artist revenue.
What is the role of the distributor after the song is released?
Ans: Distributors work with platforms to promote and market your music working towards playlist pitching, promotion on social media, publishing administration. Some distributors also provide a slew of services like synchronization, press releases and fan engagements.
Does a distributor also own the rights to the content or do they continue to be with the creator?
Ans: Ideally the IP rights have to rest with the artist or the label. Artists retaining IP rights themselves become music labels. Distributors in the scenario should be marketeers, though there are cases where distributors own the IP rights. The artist/label needs to ensure that their contract with the Distributor captures the scope of work and rights allocated clearly to avoid confusion and breach of trust later. An individual creator including a lyricist has to own the IP without which they cannot approach a distributor. The lyricist could lead the project and get a composer on board to approach a distributor.
What are the activities looked after by the distributor on behalf of the artist?
Ans: After the artist/ label record the song, they approach the distributor who distributes it to the various platforms in the specified format. Different distributors follow their own revenue model some charge an annual fee while others go for revenue sharing.
What is the time taken for a song to go live on the DSPs?
Ans: The usual period is from a few days to a couple of weeks. There is also provision for quicker release for an additional fee offered by some distributors.
How are royalties calculated and how are artists paid by the distributor?
Ans: It is simply the number of streams or downloads that your music attracts which decide the royalty which is then offered as payout as per the distributor’s arrangement with the artist.
How does an artist benefit in the long run from Digital distribution?
Ans: Physical distribution involved huge operating costs that included manufacturing, storage, shipping among others. Digital distribution has eliminated these overheads and benefited the artists apart from giving them a global presence. There are no longer the barriers of small labels or small artists. It is a level playing field with new independent artists flourishing… Could you imagine this happening without Digital distribution.?
