Page 81 - Time_International_2019
P. 81
РЕЛИЗ ПОДГОТОВИЛА ГРУППА "What's News" VK.COM/WSNWS
LIL
NAS X
Wrote No. 1
song in the
country
TuneCore—and pays to use their cata- 2014. (She returned in 2017.)
logs. The money then theoretically gets Last year, Congress passed the Music
distributed back to the songwriters in Modernization Act, which made it eas-
the form of royalties. But the lack of a ier for artists to be paid for streams. But
formalized and consistent structure fa- because TikTok isn’t a streaming ser-
vors established artists on major labels. vice, the act doesn’t apply, and in part
Supa Dupa Humble, for example, said it because of TikTok’s relative newness, the
was only after he reached out to TikTok music industry has yet to come together
that “Steppin’” was formally recognized to tackle its monetization issues.
in its database. And while Joji’s “Slow But Richard Busch, an attorney
Dancing in the Dark” provided the back- who has handled prominent cases re-
ground music to one of the platform’s lating to copyright infringement—in-
biggest memes—#microwavechallenge, cluding the landmark “Blurred Lines”
which had even Ryan Seacrest spinning case, in which he won a multimillion-
around on the floor like food heating up dollar judgment against Pharrell Wil-
in a microwave—a representative for liams and Robin Thicke—says TikTok
his indie label, 88rising, said he did not is too big not to have serious implica-
have a deal with TikTok and has not been tions for the industry.
paid by the platform at all. The song was “Songwriters, music publishers and
boosted outside the app, however, and owners of recorded music are having
became Joji’s biggest hit to date when it their music basically stolen with no in-
team has talked to TikTok about chang- made the Billboard Hot 100 in March. centive for the TikToks of the world to
ing it—and the song’s stream count on Asked about a potential imbalance do anything about it,” he says. “You are
Spotify is comparatively much lower, of power, a TikTok spokesperson re- destroying the value of that music.”
around 5 million. sponded, “TikTok is an exciting way for
TikTok has little motivation to songs and emerging artists to gain expo- These issues are only becoming more
change its identification system. The sure and break through with a wide and pressing. The top of Spotify’s United
Digital Millennium Copyright Act of varied audience. We work closely with States Viral 50 charts is littered with
1998 (DMCA) puts the onus on users rights holders to build and protect a TikTok- driven songs, and the potential
rather than tech companies to report library of sound on the platform which revenue streams are increasing.
copyright violations. So an artist is available for users to infuse in TikTok recently started testing ads,
like ZaeHD has two main op- their own short videos.” something brands had been waiting for
tions: try to work with Tik- ZAEHD TikTok has also hit some since its launch. In April the company
& CEO
Tok, which is making its way significant bumps in the kicked off an audition contest in South
through similar requests, or Accrued over road. In February it agreed Korea and Japan that places videos of in-
send a DMCA takedown no- 32 million views to pay $5.7 million to settle dependent singers and dancers hoping
tice, which would wipe the of a song federal allegations that it ille- to be signed in front of industry insiders.
sample
song from the platform and gally collected personal infor- And Busch said there are active licensing
slow its momentum. mation from kids under 13. In talks between TikTok and the National
ZaeHD, 20, isn’t particularly both- April, India temporarily halted down- Music Publishers Association, an orga-
ered by the lack of recognition, because loads of the app, citing concerns for chil- nization that fights for copyright protec-
he says the song’s success is unprece- dren’s safety. And the company has come tion and compensation for songwriters,
dented for his community. “Where we’re under fire for being slow to tamp down though he notes that it represents a tiny
from, this don’t happen,” he says. “Three hate speech. (“We continue to en- fraction of music publishers.
million views is not seen where we stay.” hance our existing measures and For now, the artists driving
But this dynamic—of the world’s roll out further protections as JOJI TikTok’s first year of success are
most valuable startup profiting off rising we work to minimize the op- Made mostly ecstatic about the way
Billboard
musicians who are just grateful for the portunity for misuse,” a TikTok Hot 100 for it has boosted their careers.
exposure—has some music legal experts spokesperson told HuffPost in first time Supa Dupa Humble’s monthly
worried. “Unfortunately, a lot of the dig- April. “There is absolutely no YouTube views have more than
ital services resist paying for the music place for discrimination, includ- doubled. He’s watched “Steppin’”
that makes their platforms successful, ing hate speech, on this platform.”) memes spread around the world and wel-
and it’s not right,” says Erin Jacobson, If artists do challenge TikTok over comed a fan base of TikTok users who
a music attorney who advises clients on their compensation, they will hardly be have stuck around to explore his other
intellectual property. the first to take on a platform over the music. “People are saying, ‘I came from
TikTok secures licensing deals with issue. Metallica sued Napster in 2000 for a meme, but I’m staying because this is
different rights holders in the industry— putting its music online for free, and Tay- fire,’” he says. “It’s dope to see the record
from labels to publishing platforms like lor Swift yanked her music off Spotify in actually grow legs on its own.”
79
