SAMRO Standing Up For South African Artists : Let's Talk Tik Tok Deal
TikTok has revealed a multi-year licensing agreement which covers 58 territories across the Africa. The new arrangement will benefit South African creatives, songwriters, composers, and music publishers in the form of royalties when their music is used on the video-sharing social networking service.
Read the forllowing:
This is a huge step and a big move by both entities. As many song challenges have allowed social media platforms to keep users engaged.
It has been revealed that TikTok has an estimated 6 000 000 users in South Africa alone, according to the 2020 SA Social Media Landscape report.
The platform has attained popularity since it's birth, managing to harness above 2 billion global downloads since its 2016, outpacing the growth curves of Facebook, Instagram, Snapchat, and Twitter among other big tech companies.
I guess it "blew up" like a bomb (tik tok, tik tok).
Tik Tok permits upload and sharing of short-form videos – it's however surprising how can they compress hours of information – they are often accompanied snippets of popular music. This function has evidently been copied in Facebook stories if you have noticed but that's a story for another day.
On the South African scene "Jerusalema" , produced by Master KG, became a TikTok phenomenon in 2020. The #Jerusalema dance challenge spawned videos which were viewed over a billion times and made Master KG ascend to chart-topping positions in Belgium and Switzerland.
Following Jerusalema’s success and TikTok’s ever-expanding international reach, the Southern African Music Rights Organisation (Samro) and Composers Authors and Publishers Association (Capasso) were pro-active to reach a licensing deal with the company.
The multi-year licensing agreement will see registered musicians receiving royalties via Capasso, which has more than 7,000 members. It is obvious more artists are to register with SAMRO.
“We are happy to have reached an agreement with TikTok in order to ensure that pan African songwriters are taken care of on the platform,” says Wiseman Ngubo, Capasso’s chief operations officer.
“With the increasing spotlight on African music, more African songwriters are poised to reach global superstar status and TikTok will play a major role in showcasing their talents to the world.”
Capasso and Samro are two distinct entities, they license digital use jointly, and artists need to be members of both organisations to reap the benefits of the latest deal.
There are no signup or membership fees when registering with Samro. Capasso has an administration fee of R100 for artists and R250 for their publishers.
“Streaming royalty calculations are not based on a fixed rate per stream, rather they are based on what is termed a pro rata share of the available pool,” Ngubo told Business Insider South Africa about the size of royalties artists are due to receive.
“This means, in essence, royalties are determined by one’s market share, as determined by usage, in each period.”
The licensing deal with Capasso and Capasso in Africa comes after TikTok signed an “expanded” global licensing agreement with Universal Music Group in February. Sony Music and Warner Music Group entered into similar licensing agreements with TikTok in November and December, respectively.
How South Africans Have Reacted To Tik Tok Deal:
Awesome
— Hlokwa Wa Afrika (@HlokwaA) April 6, 2021
Beautiful. 🔥🔥🔥
— 9ice Musiq (@9iceMusiq) April 6, 2021
Opportunities Presented
The Nasty C's, Cassper Nyovest's, A.K.A's and Khuli Chana's of this world among many other brilliant artists deserve a bite of their efforts.
No comments: