We’d rather they use Pretzel – which pays and handles the chat attribution itself. I would need more proof of the effectiveness for us to invest the time and money to build and maintain a chatbot. But I also do not have a ton of data proving that attribution on Twitch fairs any better than on YouTube. We’ve talked about building a chatbot where a content creator would put in playlists, and as it plays through the playlist, the bot just pops out a chat message and it drops the attribution into the chat. We typically point users at Pretzel for that. The preferred method of attribution is a chat message for each song played that conveys the same information that the attribution on YouTube does: our name, the artist’s name(s), the name of the song, and a link to the song on stores.
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As long as the attribution is there, your license is valid. On YouTube, if you use our music in your video, we just ask that you copy the attribution “blurb” for the song from our website and paste it in the description of your video. HJ: Ninety9Lives licenses on an attribution based model. Could you explain a bit more how that works for your team? When they do, labels like us and products like Pretzel are there to handle the music licensing side of things.ĬM: Let’s chat about attribution. But before that, the idea of paying for anything that could protect their business or add value to their business isn’t really a thing at the forefront of their minds. But, as content creators start to earn a liveable wage and are forced to deal with things like taxes and risk assessment, they start to understand why looking at what they do through the lens of a business is the best approach. Content creators don’t always look at what they do as a business. And the idea of using music that is safe for their content isn’t on the forefront of their minds. Most content creators want to play the music they know/hear on Spotify editorial playlists and radio. It’s a difficult audience to expand into. Content creators who already use Ninety9Lives music on Twitch and YouTube tend to adopt a lot of the new Ninety9Lives content. It’s also the same audience that jumped to Twitch. So, even though YouTube encompasses so much more than just gaming, that was the audience we really went after. We’ve been so deeply ingrained in the gaming + music sector of this space, because that’s who we targeted initially within YouTube.
YouTube is our first platform that we target for a new release. Heather Johnson: So for us, it’s slightly different because of our background.
Read the interview to learn about the need for better licensing and monetization tools, and how rightsholders would benefit from a central ownership database.Ĭourtnay Moriarty: Which platforms do you feel are most important for the success of your new releases?
I spoke with Heather Johnson, CEO at Ninety9Lives, to learn about her unique struggles with copyright use on social media platforms, including YouTube and Twitch, and how they use Pretzel to help. Even when using pre-licensed or royalty-free music, rightsholders like Ninety9Lives and content creators still struggle with identification and attribution.
Others have created solutions to help as well, including Ninety9Lives and Pretzel, both of which provide music for content creators that is safe to use in their social media uploads. At Pex, we’re helping solve the many challenges surrounding music licensing with our Attribution Engine. Even when copyrighted content, such as music, is licensed for use, it’s still incredibly difficult to correctly identify a licensed use from a non-licensed use.
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We hope this series sheds light on the complexities of copyright use on social media and the importance of proper attribution for platforms, rightsholders, and content creators.Ĭopyright use on social media is complex for everyone involved: platforms, rightsholders, and content creators. As the trusted global leader in digital rights technology, we routinely speak with rightsholders about their copyright challenges and successes. Inside Rights is an interview series hosted by Pex. Royalty-free music for gaming and the challenges of copyright use on social media
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