Reports on May 30 that Apple has created a new international music publishing division are raising speculations about the directions the leading corporation could take. "Luring songwriters" was how Rolling Stone described the expansion, while also pointing to the end-of-summer expectation that Apple Music's current 50 million subscribers will swell to exceed Spotify's 75 million subscribers.
<iframe width="620" height="349" src="https://www.youtube.com/embed/HscS1lNfnXc" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe>
What's clear is that the business deeply associated with New York City's Brill Building and Nashville's Music Row is expected to find a new base in cutting-edge digital technology companies. For example, when Sony announced on May 22 that it would spend $2.3 billion to acquire a greater stake in EMI Music Publishing, Sony President/CEO Kenichiro Yoshida said, "In the entertainment space, we are focusing on building a strong IP portfolio." That was certainly a vote of confidence in the value of copyrights.
Apple and its tech competitors cultivate and protect patent IP portfolios, underlying the innovations built into their products. The journey into artistic IP by Apple, at a minimum, will give it a vantage point and valuable experience on the copyright side. For example, it could help bolster the consummation of licensing deals more swiftly as well as lead to the direct signing and development of songwriting talent.
Elena Segal has been reportedly promoted to her new role as Global Director of Music Publishing at Apple Music, having previously worked as the legal director for iTunes International. When Apple Music launched globally in 2015, Segal was head of licensing, proving she could navigate and negotiate legal requirements that, unlike Apple's tech products, are not meant to be intuitive.
David Israelite, president/CEO of the National Music Publishers Association, praised Apple's new division as "wonderful," saying it "shows their respect and admiration for the publishing industry."
