After Sony BMG was laid to rest, Bertelsmann is waisting no time to get back into the music business. Today the German media group presented more details on its new company BMG Rights Management. The Berlin-based unit will “offer custom-tailored services for songwriters and performers who want competent support in the creation, marketing and licensing, collection and accounting as well as advance financing of their music repertoire”, Bertelsmann said in a prepared statement.
Head of BMG RM is CEO Hartwig Masuch, who tried to shed some light on the priorities for the start-up: “We are focusing precisely on that area of the music industry which promises growth,” he said in Berlin. “Music is being used more intensively and exploited more comprehensively than ever before – beyond the traditional distribution of recorded music: on a growing number of online and mobile platforms, in productions of movies, TV programs and commercials, on radio and TV broadcast, in concerts and in video games. Today, a music writer or performer can derive significantly more income from the rights to his work than before. This is where we want to position ourselves with customized, flexible services as well as transparent accounting.”
As reported previously, BMG RM will initially work with a catalog of some 200 artists retained from the former Sony BMG joint venture. Masuch expects his company to enter the market in early 2009. Currently Bertelsmann say they are laying the foundations for BMG RM, which most likely means they are assembling a team and an organizational structure. Even though BMG RM is starting out locally in Germany, Masuch and Bertelsmann confirmed they are committed to expanding quickly into the rest of Europe and “eventually beyond”.
Masuch’s plan is to become “one of the first ports of call for artists in Europe who want to ensure competent, transparent, comprehensive and efficient management of their rights” within five years. Help along that way will come from Bertelsmann in-house partners RTL Group (TV) and Arvato (media services/CD-DVD manufacturing). At the heart of BMG RM’s business will be in “advising songwriters and performers in building their repertoire, supporting them with marketing and licensing services, and providing transparent coverage of all their rights management needs. It will also provide appropriate advance financing during the rights-building process.”
Although BMG RM can access the resources of a major media group from the get-go, Masuch wants it to stay lean and independent by focusing on efficiency and well-balanced budgets. “We want our partners to be more involved in a meaningful use of the budgets, and hence in efficient, cost-conscious processes. This includes giving them more say in the choice of marketing paths. We want to create a significant added value for authors, artists and other rights owners based on deeply responsible partnerships with our clients.”