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Trade Mission Engages Key Korean Music Professionals

GRAMMYs

Sep 13, 2012 - 3:00 pm

(Recording Academy Trustee Ruby Marchand is among the delegates participating in A2IM's Trade Mission to Asia. The mission originated from an A2IM/Recording Academy Indie Day on Capitol Hill in 2010 that resulted in a government grant for the trade initiative. Her blog will document her experiences representing The Recording Academy as the mission travels from Seoul to Hong Kong in an effort to increase exports by small- and medium-sized independent music businesses based in New York and Tennessee.)

Friday, Sept. 7:

It takes about 21 hours to fly from New York to Seoul, with a two-hour stopover in San Francisco. We arrived mid-afternoon to a glorious, dry summer day. With a 13-hour difference, Seoul's afternoon is N.Y.'s middle of the night.

After checking into the Seoul Plaza — an awesome, state-of-the-art hotel near the architectural wonder of Seoul's City Hall, which is shaped like a giant, undulating glass wave — the team had a welcome dinner and started to get to know each other. It's already clear that our group has great chemistry and is focused on the exciting mission ahead.

Our first day of meetings was seamlessly coordinated by Catherine Spillman and Alex Choi of the U.S. Department of Commerce team, based at the U.S. Embassy in Seoul. Altogether, 90 key music professionals from the local Korean market participated, including music importers, indie labels and associations, digital music portal sites and aggregators, government agencies, lawyers, publishers, PROs, concert sponsors, festival and concert promoters, media outlets, and journalists.

We began the day with a session prepared exclusively for the A2IM delegates by Jim Sullivan, senior commercial officer at the U.S. Embassy. Jim opened with a fascinating metaphor: he compared Seoul today to a reflective, shimmering drop of water. He spoke about the purity of intent that is inherent in Korean society and how balanced and homogeneous the population is. He emphasized how extraordinary Korea's transformation has been — that in less than two generations, the nation has leapt from being an isolated, unsophisticated country into a cutting-edge, ultra-modern bastion of technology and commerce, always striving for excellence. Jim closed by cautioning us that while Korea is a land that fully respects the law, there is a fundamentally different understanding of contracts here than we have in the States. Contracts in Korea are considered a reflection of the exact conditions during the period in which they're negotiated and signed; but once the state of things changes, it is perceived that the contract may no longer address the new conditions and can be reinterpreted. All documents are "fluid" in this fashion. Anyone doing business in Korea should be prepared to re-engage in discussions many times over to keep their contracts up-to-date with the times.

Once the Korean music professionals joined us, the presentations began. The historic importance of the trade mission was emphasized by all parties. In addition to thanking the U.S. Department of Commerce for their on-the-ground expertise, Rich Bengloff acknowledged the pivotal financial support of the state of New York, represented on our mission by Lennox Ruiz, director of the international division of the New York State Department of Economic Development, as well as the generous assistance provided by the state of Tennessee. Rich closed by offering a gracious thank you to Daryl Friedman and The Recording Academy for being a dedicated partner and advocate throughout the process.

We turned to the American independent music scene. Sire Records co-founder Seymour Stein, our guest of honor, gave a fascinating keynote address comparing the paradigm shift in Korea to the cultural explosion of indie music in the States in the 1950s. Rich Bengloff followed with a comprehensive overview of our robust, ever-evolving indie culture. He stressed how essential it is for independent labels to cultivate business opportunities worldwide and gave several examples of the breadth, visibility and influence of our independent artists. I followed with remarks about the essence and purpose of The Recording Academy. I described our large, diverse membership as music creators and I urged the Korean community to consider our members as potential partners for all kinds of creative enterprises, including recordings and tours. I congratulated our Korean counterparts on the phenomenal success of "Hallyu" — the Korean Wave — which is energizing millions of music fans worldwide. I closed by inviting our hosts to consider joining the Academy and lending their voices, talent and expertise to our community.

The program shifted to two Korean experts. The first was Bernie Cho, president of the Seoul-based creative agency DFSB Kollective, who has a vast knowledge of the local music scene. Bernie was followed by esteemed attorney Chung Hwan Choi of the law firm Lee & Ko. Choi is an expert in IP and entertainment law and has had extensive experience representing U.S. and European firms in Korea, as well as local artists and organizations. Each speaker gave us a clear snapshot of the challenges and opportunities within the Korean market.

Here's a quick overview:

• Korea is the most advanced wired and wireless country in the world. It has one of the highest broadband penetrations and speeds worldwide and is the leader in mobile technology.

• Korea is the eighth-largest digital music market in the world, larger than Sweden, China and India. It's also the first country where digital surpassed physical sales. Currently, physical is making a modest comeback as merchandise, thanks to elaborate packaging.

• Korea is a $3.36 billion music market. The K-pop boom has ensured double-digit local growth on average over the past few years. There's been a 41 percent increase since 2009 in the local market.

• 76 percent of local sales are of Korean music, while international music only accounts for 24 percent of sales. This ratio was reversed 20 years ago.

• The live music scene is thriving, especially for Western artists. Huge festivals are breaking attendance records. There was a 100 percent growth from 2010–2011 in the Korean concert industry.

• The Korean Wave for the export music market reached $177 million last year and reflects an astonishing growth rate of 472 percent between 2009–2011.

• Korea's an extremely social media-savvy society, with local sites like Me2Day and Naver as popular as YouTube, Twitter and Facebook.

• The biggest challenge in Korea is the price of a digital music download. It is 5 cents a song. The price is the same for streaming. Korean portals take a much higher percentage revenue share than U.S. iTunes, for example. The result is that artist revenue share is considerably lower than in other countries. This issue has impacted artists' decisions to prioritize their international careers because it's so difficult to financially sustain their careers in Korea alone. However, there is promising news: the government has allied with music organizations to institute specific pro-artist policies. As of January 2O13, streaming and download prices will begin to rise (up to 13 cents by 2016), rights-holders will get the majority of the revenue, and artists will be able to choose amongst a variety of new plans from the digital portals.

• Korea has had massive success in combating online piracy. A combination of a "three-strikes" local policy and an aggressive legal strategy against the 40 biggest K-pop piracy sites worldwide — called Operation Top 40 — resulted in these sites being shut down and in Korea receiving significant financial damages. Before this approach, online piracy was so pervasive that the logic at the time was to price downloads so low that they could compete with the illegal sites (hence the 5 cent price). This is no longer the case. When it came to shutting down illegal sites emanating from the U.S., Korea filed suit in California, where many servers for social networking sites are located. Interestingly, the fact that the Korean artwork had been registered with the copyright office became the 'smoking gun' to nail copyright infringement in the courts.

• Korea has three copyright societies and the protection of intellectual property rights is rigorously upheld by law.

The day abruptly shifted into high gear and our 15-minute "speed-dating" sessions with Korean companies began. We had three breathless hours bowing, exchanging business cards, and getting a crash course on how to flesh out potential opportunities for licensing, touring, mobile and synch for the indie labels in the room. It was a fascinating one-on-one that will lead to a lot of targeted follow-up once we're home.

How to top all of this off? Why not a personal invitation to join the United States Ambassador to the Republic of Korea, Mr. Sung Kim, for a dinner and reception at his personal residence? We practically skipped down the cobblestoned side-streets of Seoul in our excitement. We were even joined by multiple GRAMMY winner Larry Carlton, who happened to be in town. Ambassador Kim is known as a "foodie" in local Korean circles and the extraordinary spread did not disappoint! He was a gracious host and clearly enjoyed spending time with our group as much as we enjoyed the honor of being with him.

The evening wrapped with a mad dash to the university district, Hongdae, to see a promising Korean indie band perform at a famous local venue. Galaxy Express are the real deal!

My final take-away from our Korean visit was the message given us by the U.S. Embassy's cultural attaches. They want to work with American artists and musicians coming to Korea. They can help create performance opportunities and make local connections to enrich your trip. Academy members, if you are fortunate enough to visit the thriving and gracious city of Seoul, please don't hesitate to call the Embassy's Cultural Office at 82-2-397-4535 or email them at seoul.office.box@trade.gov. Tell them you're a member of The Recording Academy and are following up on the Trade Mission visit.

News

The First A2IM/Recording Academy Trade Mission Embarks For Asia

GRAMMYs

Sep 7, 2012 - 1:26 pm

Tuesday, Sept. 4:

After months of preparation, the first-ever Trade Mission will leave for Asia tomorrow morning at 6 a.m. The ghastly 4 a.m. check-in time at Newark probably won't dampen the spirits of the independent labels leading this pioneering effort. Under the auspices of Rich Bengloff, president of A2IM, 15 delegates from a diverse group of New York-based labels will meet with key people in music who are based in Seoul, Shanghai and Hong Kong. The purpose of the trip is to lay a broad new foundation for U.S. independent music to be heard, appreciated, and sold throughout Asia. Hopefully, this will be the first of many trade missions to take this message around the world.

The concept for the trip came to Rich when he attended MIDEM and realized that participants from other countries often benefited from government support. Rich joined forces with Daryl Friedman, The Recording Academy’s Chief Advocacy & Industry Relations Officer, to find a means of identifying the most likely sources of funding for overseas outreach by the independent music community. The Academy used its connections to set up a series of meetings in Washington for leaders in the independent music community. As a result, A2IM applied for a New York State grant from a new federal program, called STEP, which is administered by each state. STEP is designed to help small businesses export the intellectual property they develop and to improve the overall balance of trade in the process. With additional assistance from Rep. Jerrold Nadler (D-N.Y.), a congressman passionately committed to music creators and preserving their rights, and Elizabeth Healy, Sr. Executive Director of The Recording Academy New York Chapter, the first-ever STEP grant was secured.

The delegates to Asia include an impressive array of A2IM member labels, including Stephanie Alexa from ATO Records, Sam Alpert from Eleven Seven Music, Cathy Bauer from Daptone Records, Joachim Becker of ZOHO Music, Alec Bemis from Brassland, Charles Book from Entertainment One, Randy Chin from VP Records, Priya Dewan from Villains Music Agency, Jurgen Korduletsch from Lollipop Records, Pat Rains from PRA Records, Adriana Sein from Ultra Music, Robert Singerman from CMJ, Seymour Stein from Blue Horizon Records, Jon Topper of Fatboy Records, and Robert Williams from 335 Records. Joining this group are Rich Bengloff, myself as The Recording Academy’s representative, and Dawn Bruno, senior international trade specialist for the Export Assistance Center within the U.S. Department of Commerce Office in New York. (This is the first time that Dawn’s office has ever directly worked with the music industry.)

A2IM meticulously prepared for this visit. Andrea DaSilva from the U.S. Department of Commerce in Washington, D.C., offered all participants two webinars, featuring experts from all over Asia, on the topics of the Chinese, Hong Kong and Korean music markets and protecting intellectual property rights. In the months leading up to today, local outreach in Asia by Department of Commerce specialists, the U.S. embassies, and premier organizations such as Music Matters and Shanghai Synergy ensured that we’ll meet with literally hundreds of people who are interested in the music that the delegates will be representing. We'll meet with local music creators, labels, publishers, mobile carriers, synch and touring enterprises, entrepreneurs, government officials, press, PROs, specialized music organizations, and more. Meetings will vary from large conferences and presentations to one-on-one 15-minute speed meetings. We'll have an opportunity to hear local artists perform and we'll even be guests at a special reception hosted by the U.S. ambassador to Korea to commemorate the trip!

My role as Academy representative will be to highlight the breadth of The Recording Academy’s accomplishments and commitments. I'll be speaking in each city about The Academy and I will explore the possibility of creating work opportunities in each of these markets for our members. More to come as this blog unfolds! Now, it's time to jettison everything from my suitcase as the baggage restrictions are ridiculous between Shanghai and Hong Kong. (Thanks to Rich for the warning!)

News

Trade Mission Comes To A Graceful Conclusion

GRAMMYs

Sep 24, 2012 - 5:39 pm

Wednesday, Sept. 12:

We awoke to the realization that this would be the final day of our Trade Mission. The previous night had been scheduled as an optional dinner with our Branded Asia/Music Matters hosts aboard a huge floating restaurant called Jumbo. It came as no surprise that the entire delegation decided to dine on the boat and enjoy each other's company. We intuitively knew how precious this remaining time was together.

We convened for an early breakfast briefing by experts from the U.S. Commercial Service Hong Kong. Similar to Seoul and Shanghai, a special presentation had been prepared by Dawn Bruno's local colleagues, Eric Crowley, commercial officer, and Fanny Chau, commercial specialist.

Here are some key takeaways:

• Hong Kong's value as a hub can be measured by its astonishing reach. More than half the world's population is easily accessible through it. Thanks to its efficiency and modern infrastructure, Hong Kong is the leading transportation hub in the world.

• Hong Kong is the world's leading financial center behind New York and London. It's been cited as the world's freest and most competitive economy. Its currency is stable and it has the third-lowest tax rate in the world, with zero tariffs.

• Hong Kong reverted to Chinese sovereignty in 1997 after 55 years of British colonial rule. Until 2047, it will be governed as one country under two systems. It follows British Common Law, a well-established legal system that is stronger than the system in any other Asian country. It has a free-trade agreement with China that locally based companies can take advantage of. A broad range of media companies use Hong Kong as their Asian base of operations. Altogether, 1,300 U.S. companies have a presence in Hong Kong, with more to come. It's the 10th largest export market and the fastest-growing of the U.S.' top export markets.

• Hong Kong's population density ranks fourth in the world (7 million) and it has the highest rents and real estate in the world. Its shopping and nightlife are the best in Asia. Hong Kong has a thriving economy.

• The U.S. & Foreign Commercial Service Hong Kong offers American companies such services as trade counseling, market intelligence, business matchmaking, advocacy and commercial diplomacy and trade & investment programs. While Bruno is our key liaison, the service can be reached via email or their Web address.

After breakfast, each delegate set up shop at individual tables in the hotel cafe. We began another breathless three-hour speed-dating marathon. We engaged in one-on-one dialogues with twelve separate Hong Kong-based companies, chosen in advance as the most musically and commercially compatible for each U.S. delegate. Participants ranged from local representatives of Channel V, YouTube and Warner Music to entrepreneurs, promoters, tastemakers and indie labels. The room was literally buzzing with activity. We felt we were crossing a threshold that would lead to collaborative projects and trusted relationships.

And so the Trade Mission came to a graceful, fulfilling end. We had traveled thousands of miles to create awareness and opportunity for hundreds of artists signed to some of the best independent labels in America. We found respect, curiosity, eagerness, and most of all, the perception that we were in the right place at the right time.

It remains to be seen how commercially successful our mission will be. The proof will come over the next two years as participating labels secure Asian distribution, artists start to tour smartly and frequently, and emerging consumer economies take note of and embrace our music. As Robert Singerman put it, we were the Class of 2012, the very first. A2IM has just secured a second Trade Mission grant. Our work will go on.

I'd like to thank the following:

• The music creators who are the heart and soul of The Recording Academy and the artists whose music was the reason for our journey

• Rich Bengloff, president of A2IM, who had an epiphany at MIDEM and would not rest until this Trade Mission was funded, conceived down to the minutest detail, and skillfully executed

• Our sponsors, including the New York State Office of Economic Development for the STEP grant (with special thanks to Lennox Ruiz), the State of Tennessee, and the United States Small Business Administration; Dawn Bruno, Andrea da Silva, and their Department of Commerce/ITA colleagues in Seoul, Shanghai and Hong Kong who immeasurably enriched our trip and empowered us with knowledge and context. They will continue to serve as an anchor for our Asian initiatives

• Daryl Friedman and Elizabeth Healy of The Recording Academy and Rep. Jerold Nadler (D-N.Y.), who helped advocate for our funding; Linda Lorence-Critelli, New York Chapter Board President, and the N.Y. Chapter Board of Governors, who helped make my participation possible (I love you guys!)

• My fellow delegates, whose wicked sense of humor and eagerness to make this trip a success resulted in a magical once-in-a-lifetime experience

• All the people who worked tirelessly with Rick to organize the trip, including Sheryl Cohen, Jen Masset, Robert Singerman, Catherine Spillman, Alex Choi, Bernie Cho, Jean Hsaio Wernheim, Bill Zang, Thomas Olscheske, Ed Yen, Jasper Donat, Tony Ward, Natalie Stenhouse, Andrew Davis, and many more

• The U.S. Ambassador to the Republic of Korea, Mr. Sung Kim, for his gracious hospitality, and the cultural affairs attaches at the Korean Embassy

• To all of our potential partners in Seoul, Shanghai and Hong Kong who speed-courted us and were speed-courted in return (We'll be back!)

• Special thanks to Daryl Friedman, Tim McPhate, James Stevens and Chris Macowski for their generous assistance with the preparation of this blog

(Trade Mission group portrait photo: Standing, l-r: Randy Chin, VP Records; Dawn Bruno, U.S. Department of Commerce; Cathy Bauer, Daptone Records; Joachim Becker, Zoho Music; Robert Williams, 335 Records; Jurgen Korduletsch, Lollipop Records; Larry Carlton, GRAMMY-winning artist; Adriana Sein, Ultra Music; Rich Bengloff, A2IM; Alec Bemis, Brassland; Sam Alpert; Eleven Seven Music; Lennox Ruiz, Empire State Development; Jon Topper, Fatboy Records; Charles Book, Entertainment One; Seated, l-r: Ruby Marchand, The Recording Academy; Seymour Stein, Blue Horizon Records; Sung Kim, the U.S. Ambassador to South Korea; Stephanie Alexa, ATO Records; Robert Singerman, CMJ)

News

Trade Mission Receives A Brief On China's Economy And IP Rights

GRAMMYs

Sep 18, 2012 - 5:27 pm

Monday, Sept. 10:

We awoke to an early breakfast treat: three Department of Commerce specialists from the U.S. Consulate General in Shanghai came to our hotel to brief us on China's economy and the current situation regarding intellectual property rights. Paul Taylor, deputy principal commercial officer) led the discussion, accompanied by his colleagues, Jared Ragland, consul, intellectual property rights officer, and Lan Shi, intellectual property rights specialist.

Here's the gist of what they shared with us:

Shanghai is the richest part of China and has a large number of affluent consumers who buy cars and some luxury brands and often send their kids overseas for higher education. The wealth in Shanghai disappears if you travel just a few hundred miles to the west. The growing disparity of income is a developing issue in China.
A consumer economy is now beginning to spread to other regions of the country. The days when China was viewed as a low-cost manufacturer are disappearing. Provinces that were geared towards manufacturing are now being transformed into consumer markets.
Shanghai is leading the way in this transformation. The Chinese government is focused on innovation and continues to invest in Shanghai as it continues its 15-year-old mission to lead the way in creating infrastructure, logistics and a legal system for consumers.
This is an excellent time for the music industry to champion intellectual property rights and music in China as this new consumer market emerges. The government is keenly aware of the need to innovate and transform.
China is the largest office in the world for the U.S. Department of Commerce. They focus on all aspects of export such as finding the right distribution for U.S. products, the right local customers, and liaising with Chinese officials.
The Chinese legal system is flexible and relies on the interpretation of the law, rather than rule of law, which frustrates U.S. companies. We can't assume that our investments will be protected by law. This situation is starting to change as the U.S. government is fully engaged on this topic. Specialists from the United States Patent and Trademark Office are working closely now with the Chinese government.
The U.S. government is strongly represented in China in the area of intellectual property rights. There are three IP attachés in China alone, compared to one attaché per region elsewhere in the world.
Copyright and trademark IP rights are related. Technically, China provides for willful copyright infringement remedies on both criminal and civil levels. There are similarities between copyright and trademark laws, and improvements are on the horizon for both. At the most senior government level, China wants to improve in this area due to the lack of effectiveness in enforcing existing laws. Of course, any conflict between IPR and growing the local economy is going to be a sensitive issue. However, it is agreed that the reputation for good intellectual property rights enforcement is critical to maintain growth as China transforms from a manufacturing to a consumer economy.
A key point is that trademarks must be registered in China. They are not enforceable through use, as they are in America. Whether a company does business in China currently or not, they should proactively register their trademark (domain name, etc.). Otherwise, anyone else can do it. To get a list of reputable local counsel to help with trademark registration, and to find out what the spectrum of protectable IP rights are, please contact export.gov/china, mention that you are a Recording Academy member following up on the Trade Mission, and ask for their assistance.
Copyright registration is different: There is no requirement to register locally in China, as there is for trademarks, if you can prove that you own the copyright.
Copyright infringement via the Internet is sky-high in China. With 1.4 billion consumers, this is a huge problem. The good news is that the central government is genuinely focused on the issue and the situation is going to improve over time. New legislation is coming which should help with self-policing because current civil and criminal enforcement is ineffective. There are copyright amendments in the works which will provide for the right of remuneration for artists as well as producers if the law passes.
Another major issue is the absence of performing rights organizations in China. Due to government control, the collecting societies are limited in scope and there is little choice on whom to deal with. The consulate will continue to address this problem.
The final word of advice from the commerce experts was to do as much due diligence as you can before you do business in China. There are cultural roadblocks, censorship concerns and other limits that will impact the way you can function. Find out who your customers will be and where they are located. Take your time before signing any contracts. Don't rush into anything; build relationships and find people you can trust to do business with first.

Please keep in mind that Dawn Bruno, the New York office Department of Commerce representative accompanying us on the Trade Mission, is dedicated to assisting Academy members throughout the Asian region and can liaise with local Department of Commerce offices on your behalf.

News

Trade Mission Moves On To Hong Kong

GRAMMYs

Sep 21, 2012 - 4:04 pm

Tuesday, Sept. 11:

We met in the Shanghai hotel lobby at the unspeakable hour of 5:30 a.m. for the flight to Hong Kong. Surprisingly, there wasn't a grouch in sight. We were approaching the final leg of our journey and were already feeling a touch of nostalgia. Plus, many of us had been to Hong Kong before. The natural beauty of the city, combined with its soaring, elegant architecture, was something we couldn't wait to re-experience.

Once the plane started its descent you could hear first-time passengers whistling at the sight of the lush islands and exotic peaks that surround Hong Kong. Suddenly, the immaculate skyline and aristocratic sprawl of the city came into view.

We hit the ground running and went to the first session of the HK mission before we could access our hotel rooms. As soon as we arrived at the venue, the local Hard Rock Cafe, we felt like we were home. This initial event was sponsored by our convivial HK hosts, Branded Asia and Music Matters, along with Invest Hong Kong, the local government counterpart to our own Office of Economic Development.

Jasper Donat opened the event by welcoming our delegation to two days of historic conferences in Hong Kong. Donat is the CEO of Branded Asia, a company that provides sponsorship and branding opportunities for entertainment companies. He is also the president of Music Matters, an annual event in Singapore that is similar to SXSW in its scope of attendees, performances, conferences, and networking opportunities for the Asia Pacific region.

Andrew Davis, associate director-general of Invest Hong Kong, gave a detailed presentation on why Hong Kong is the strategic hub for businesses eager to make a mark in the Asia Pacific region. As successful as HK already is in attracting companies from all over the world, Invest Hong Kong foresees even more opportunities for in the years ahead.

After Rich Bengloff, Seymour Stein and I gave our remarks, each A2IM delegate made a short speech introducing their label and the independent artists they represent. We were then treated to a spirited presentation by a panel of premiere music experts: Kieven Yim, a marketing consultant for Sony/ATV Music Publishing; Tony Ward from Man On The Ground and Music Matters; Carl Parker, managing director of ToCo Asia (a company providing agent, booking and label services); Tommy Chan, founder & CEO of Love Da Group Company Ltd (a pre-eminent local label); David Loiterton, managing director, Asia Pacific, Omnifone (a leader in mobile entertainment); Chris B, founder of the Underground (a live music showcase), and director of HKGFM.net (an indie promoter); Scott McLean, managing director, International Sound & Light (an international promoter); and May-Seey Leong, regional director, Asia, of IFPI.

The panel was moderated by Donat, who asked incisive questions about the Hong Kong market and its relationship to China and other Asia Pacific countries. Unlike our visits to Seoul and Shanghai, in which the local participants were focused on Korea and on China, Hong Kong's value as a center of commerce for Asia Pacific meant that two separate threads ran parallel at all times; one uniquely for the affluent Hong Kong market, and the other for Hong Kong's pivotal ability to navigate business opportunities throughout the region.

The advice given to us by local experts could be distilled down to this: get to know the Asia Pacific markets one at a time. Look at the business models that are actually working in each market. Be prepared to adapt your thinking and your way of working. Learn what local consumers are expressing interest in and tailor your business approach accordingly. Above all, be patient, and find partners you can trust.

Here are some other key takeaways:

• Hong Kong is primarily a pop market. Although many people speak and understand English, 98 percent of the population speaks Chinese as their first language. It's important to include Chinese as an integral communications platform for any online/social media outreach, especially to promote touring.

• YouTube is the most powerful platform in HK. Radio plays an important role and streaming is gaining strength locally and regionally. While streaming is currently at 1.7 million users, it is anticipated to grow to 77 million users throughout Asia by 2016.

• HK collection societies are generating income and all major publishers are represented here. Synch licensing is a growing business that is helping to influence publishers to sign local artists.

• Digital piracy in Hong Kong continues to be a big issue due to problems with legislation. A strong law needs to be passed to take action against piracy. Once piracy is brought under control, the expectation is that HK will become a massive digital market.

• There are no English-language FM music channels in HK. Corporate sponsors are the key to promoting live music. The key to touring successfully is for an artist to commit to several visits and grow an audience over time, as an investment.

• Lastly, the panel agreed that Hong Kong is a more international market than China or Korea, but it's on a smaller scale. When it comes to introducing an artist to Asia Pacific, Hong Kong is a great place to start.