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Video’s Rise Can Lift Music's Fortunes, But Only If Music Clearance Catches Up Technologically
As the availability of content continues to balloon and the streaming technology on which it's accessed continues to advance, the process of clearing music for picture remains stuck in the year 1989, even as the demand for synced, pre-recorded music is ever-increasing. With the technological transformation of video delivery thanks to streaming, you’d imagine that the entire world of film, TV, and video production--and particularly the music department--would be equally transformed. Yet as the amount of content balloons and margins melt away, music still gets cleared for picture via paper, post-it notes, scattered spreadsheets, and file folders. It may be 2019 on the consumer-facing side, but in the back office, it’s eternally 1989. The music industry is losing out on opportunities because of this. Even as music supervisors and clearance teams keep using the same manual methods, the demands on them, as well as…