Article 17: Are We Ready?
Article 17: Are We Ready?
Article 17 is the largest reform in copyright history, one that stands to benefit music rightsholders, content creators and digital platforms alike. To help us all get a handle on the legislation’s sweeping changes, Music Biz is proud to partner with Pex to host this two-day virtual conference, programmed to clear up any confusion about the implications of Article 17 reforms, and discuss what improved legal protections and monetary gains it offers to relevant stakeholders.
EU Directive — eur-lex.europa.eu/
COMMUNIA: DSM Directive Implementation Tracker — notion.
dot.LA: “The EU Has Changed the Game for Artists and Social Media Globally — and It’s About Time” — dot.la/article-17-2649754717.html
WIPR: “U.S. Copyright Reports are Missing the Bigger Picture” — worldipreview.com/article/us-
Keeping Tempo Interview with Rasty Turek, CEO of Pex — musicbiz.org/news/keeping-tempo-with-music-biz-understanding-the-implications-of-article-17-copyright-reform-a-conversation-with-rasty-turek-ceo-of-pex/
11 – 11:05 AM ET
Day 1 Welcome
11:05 – 11:15 AM ET
Setting the Scene: What is Article 17 & How Will It Improve Copyright?
The Directive on Copyright in the Single Digital Market, more often referred to as Article 17, is quickly approaching implementation throughout the EU. While its lineage can be traced back to 1999 and Napster, its necessity has been fueled by the explosion of user-generated content (UGC) and the globality of social media.
The directive has yet to be implemented and it is already challenging creators, platforms, and rightsholders to strike a balance, to look and learn from history, and to map a new course forward that empowers creativity and expression while recognizing and rewarding the work and contributions of those whose materials were part of the construction.
This is one of those moments in time each one of us will look back at and say “remember when.” The next two days will be filled with bright people who have been engaged in this process and will share experience and thought of how we got here and where we might be headed. While there is still much to be answered, this ship has clearly set sail. And, if it’s like most other things in music and entertainment, there are sure to be some wild highs and scary lows. My advice — get engaged, take part in history, and, most importantly, enjoy the ride.
Presenter
11:15 AM – 12 PM ET
An Insider View from Article 17 Influencers
Article 17 is the largest reform in copyright history, and the music industry’s various players stand to benefit greatly from its upcoming changes. In this conversation with Music Biz President Portia Sabin, two important insiders on Article 17’s formation will teach attendees everything they need to know about the legislation, the timeline for its implementation, and the positive impacts it will have specifically for music rightsholders.
Moderator
Panelists
12:00 – 12:15 PM ET
Fireside Chat: 2021 Monetization Outlook
Article 17 is poised to increase royalty revenue for rightsholders, who will gain the benefit of working with more platforms to license content. Music & video monetization experts Larry Mills and Carlos Pacheco discuss their experience with content monetization on UGC platforms and their outlook for 2021.
Panelists
12:15 – 1:05 PM ET
Recognition, Royalties & Protection: How Article 17 Stands to Benefit Rightsholders
One of Article 17’s main goals is to close the “value gap” and ensure that creators and other rightsholders are being paid for every relevant instance that their content is used online. Wrapping up our first day of programming, we’ll give insight into the various ways rightsholders can bring in more money through this reform, what steps they must take to ensure they will be paid, and how to approach conversations with UGC platforms going forward.
Moderator
Panelists
1:05 – 1:10 PM ET
Day 1 Closing Remarks
11 – 11:05 AM ET
Day 2 Welcome
11:05 – 11:15 AM
Getting Rights Right From the Start
Whether an early stage startup or an enterprise corporation, music rights and licensing risk can be confusing at best and crushing at worst. Most technology-based companies are used to scoping cost of goods, but they find the nuances of relationships, the interconnected web of rights, and legislative changes overwhelming.
Vickie Nauman talks about how the early stages of integrating music and navigating industry norms into a product, service or app can effectively be done at the right size and scale of the company. The ‘ask for forgiveness vs permission’ is almost always at play and you’ll hear her position on this. Getting music rights right from the start helps build functional partnerships with music companies, enables startups to raise money with a music rights strategy and then scale with a legally secured set of rights. Understanding shifts in legislation is an essential part of any music strategy, whether the MMA or Article 17.
Presenter
11:15 AM – 12:05 PM ET
What Rightsholders Should Expect from UGC and Social Media Platforms in a Post Article 17 World
Article 17 and the Copyright Directive in general is set to be implemented across the EU next year. The process has become incredibly fluid with territorial debates and changes happening almost weekly. This panel of policy makers, IP specialists, and entertainment law practitioners will dive into some of the hot and most contested areas of change and where various countries appear to stand in forthcoming law and implementations. This session will give both platforms and rightsholders a sense of what to expect from one another.
Moderator
Panelists
12:05 – 12:20 PM ET
Fireside Chat: Implementation Challenges of Article 17 Illustrated on German and French Transposition
France and Germany are key players in the implementation of Article 17 and many other EU countries are expected to be influenced by their transpositions. Their two different approaches however have resulted in heated debates over the impact Article 17 will have across the EU. We’ll cover the pivotal differences in the current transpositions and what they mean for rightsholders and platforms in this fireside chat.
Interviewer
Interviewee
12:20 – 1:10 PM ET
Going Beyond Content ID: Is Universal Licensing Possible?
Article 17 seeks to remove friction between rightsholders and platforms, but meeting its universal licensing requirements is a complex burden. User-generated content is uploaded and viewed in real-time and in order to preserve it, licensing must become real-time as well. Existing solutions, like Content ID, leave huge gaps in the identification and monetization processes, but new technology is advancing and simplifying attribution from start to finish. To close out our series, we’ll explore the complexities of licensing and collecting royalties for UGC, as well as how new technology is solving these issues to make real-time licensing possible.
Moderator
Panelists
1:10 – 1:15 PM ET
Day 2 Closing Remarks
Pex ensures transparency and accuracy in attribution by bringing together all stakeholders and industries to license and manage content. By radically simplifying licensing on a global scale, Pex empowers digital platforms to make real-time decisions about content, enables creators to utilize copyrighted content without fear, and ensures rightsholders can be properly credited and compensated. For more information, reach out at ae@pex.com.