Digital
IMPALA’s aim here is to keep independents one step ahead in the digital market. (This page focuses on what we are doing commercially with our digital committee, for more on our other work, check out our pages on live streaming, copyright, industrial policy for culture, market consolidation etc).
IMPALA members benefit directly from the work of our digital committee by staying on top of the developments in the digital market. They can also maximise their Merlin membership as the independents’ digital rights agency offers a discount to IMPALA members and members of IMPALA’s member associations at national level.
IMPALA’s digital committee has the task of ensuring independents are proactive when it comes to digital issues. Meeting monthly, the committee also holds monthly meetings with Merlin to exchange information and relay questions from the committee.
The committee is also in contact with several leading digital platforms. Discussions mainly revolve around streaming manipulation and streaming models. IMPALA has also set up an intelligence facility for IMPALA members known as “One Step Ahead”, thanks to a digital capacity grant from Merlin. The project delivers data and analysis on key digital issues in European markets, including national level trends and opportunities for trade associations and members.
Discussions on streaming distribution models remain high on IMPALA’s agenda. Instead of looking at this as a choice between two models, IMPALA’s focus is working on an optimal model which would include pro-temporis and other elements. Our streaming group released a 10-point plan to make the most of streaming, originally released in March 2021, and updated in March 2023, following a month-long review process launched on the two-year anniversary of the first plan. Differentiation in rates by services is one of our main themes, so we have several proposals to shift how revenue is generated and allocated.
Aside from streaming models, and streaming manipulation, other issues being discussed by the committee include the impact of podcast and audiobooks on streaming, market developments with digital players, getting digital services to facilitate titles in different languages & search by label, monetisation on music streaming platforms, access to playlists, the domain .music, and live streaming and more.
IMPALA launched a working group dedicated to Web3, Metaverse, NFTs and related issues, tasked with providing guidance to IMPALA members on these topics.
AI is another topic high on IMPALA’s agenda. IMPALA is a signatory of the Human Artistry campaign which sets out 7 core principles for AI applications to protect human creativity. Members can also find our contribution to the European commission’s white paper on AI from 2020 here. IMPALA is also a proud supporter of the statement on AI initiated by Ed Newton-Rex (founder of Fairly Trained), initially published in October 2024 and which reads as follows: “The unlicensed use of creative works for training generative AI is a major, unjust threat to the livelihoods of the people behind those works, and must not be permitted.” Check out the signatories and add your signature: https://www.aitrainingstatement.org/.
Along with other independent associations worldwide, we have also worked on a set of AI principles which WIN has published. Following the EU AI Act, these principles help extend the reach of IMPALA’s work in establishing that training is not covered by copyright exceptions, as well as our positive attitude towards working with AI and ensuring the independent sector is joined up across the globe in asking for the same high standards with their respective governments and seeking to embrace the opportunities for the independent sector.
AI is affecting all areas of our business, offering opportunities as well as presenting challenges. It’s important that rightholders are able to make their own decision about how they wish to engage with AI and maximise licensing opportunities if they are interested. The use of copyrighted works for AI training or machine learning is subject to specific authorisations/licences which need to be secured in advance. To best protect their rights, all copyright owners are advised to clarify their position on this as an additional guarantee by taking action to reserve their rights. IMPALA has produced guidance on this question, which members can access through our members-only resources. If you have any questions please contact Matthieu mphilibert@impalamusic.org
LINKS
IMPALA – 10 steps to make the most of streaming
Code of Best Practice – Streaming code adopted June 2019
FOR IMPALA MEMBERS ONLY