After partnering with Australasian music rights management organization APRA AMCOS last year, Music Recognition Technology (MRT) company Audoo has now announced an expanded rollout of its Audio Meters in the region. Audoo’s CEO reveals that the first tranche of installations in key Australian and New Zealand cities was a success — and ‘scaling is now the next step.’
DMN first reported on the initial phase of the partnership between APRA AMCOS and British MRT company Audoo in the summer of 2022. Now a year later, Audoo reveals that APRA AMCOS is committed to the tech’s early adoption. With a focus on that ambition, APRA AMCOS is significantly expanding the number of its devices installed in venues that are licensed for public performances.
Ryan Edwards, CEO of Audoo, explained that the extended rollout will exhibit a significant increase in Audio Meters being installed throughout Australia and New Zealand. “Australia is very populous around the edges, and this next phase will encompass all major cities and major metropolitan areas. We’re already dotted across the country,” Edwards relayed.
The Audoo and APRA AMCOS expansion will allow licensees to ensure that songs played in their premises are more accurately recognized, and paid for in compliance with copyright laws. Several years ago, Audoo partnered with DMN to accelerate its accuracy-focused mission.
Edwards relayed that the partnership and their Australasian model will potentially kickstart a global evolution of methodology for rights management organizations — switching from estimated public performance plays to actual play data.
For decades, the public performance royalty-collection process has been dominated by the use of proxy data and surveys. More recently, innovation-focused organizations like APRA AMCOS have sought out precise methodologies and technologies to enhance their distribution practices.
With Audoo, Edwards believes that rights management companies can implement better technologies to ensure even greater accuracy and transparency of play counts and rights holders’ payments. Focusing on that very aspect, Edwards says, “Audoo utilizes real world data to accurately digitize, streamline, and scale public performance data.”
Audoo’s Audio Meter is a multi-patented solution that monitors music played on commercial premises. The technology allows Audoo to tune out the noise of busy public environments, and accurately recognize the music being played via ‘fingerprinting.’ This data is then taken to Audoo’s cloud-based platform to streamline revenue disbursement for partner royalty societies. “Rights management organizations analyze this data alongside other music-use data sources. This is a complex, ongoing process,” says Edwards.
Edwards believes that public performance insights paired with global data will kickstart a new era of accuracy.
He also revealed that Audoo has already partnered with multiple rights management organizations, with more formal announcements to follow in the coming months.
According to Edwards, Audoo is uniquely placed because governments are now inquiring about the standards and quality of metadata across the music industry supply chain. “This is another step towards music modernization. We are now dealing with rights management organizations around the world and seeing different data standards and processes,” he added.
Generic insights involving most-played artists in different locations will also assist labels, publishers, managers, and organizers. By discovering which areas have the highest traction for a certain artist or music genre, Edwards says managers gain another data point to guide targeted promotions — and ultimately higher revenue. “As one example, artist tours could be planned based on higher geographical-based plays,” he relayed.
Edwards admits that this data already exists via social media and streaming numbers, but makes a case that Audoo insights are the missing puzzle piece that make data more usable and implementable. He added, “That’s what we’re plugging. We allow rights management organizations to harness data and use it.”
In July, Audoo also announced partnerships with PRS for Music and PPL for a large-scale UK rollout. Speaking about the move, Edwards said, “The take up from venues has been amazing. We’re getting into as many locations as possible.”