Supporting Canadian culture should not mean compromising how you celebrate music

We need to talk about Canadian music. Right now, the music industry at large is undergoing an explosive level of growth, growing 18.5 per cent globally last year. Technology enables songs to go viral in seconds, and allows creativity to flow between people, culture, and borders. And YouTube is part of this evolution—it’s become the place for artists, big and small, to break through and find a global fanbase. Our goal is to be the largest revenue generator for the music industry. We are well on our way, and Canada’s music industry is a big part of that equation. Label earnings from music registered in Canada grew by over 35 per cent in 2021 and payments to SOCAN increased more than 50 per cent from 2020 to 2021. In areas like Quebec, we’ve seen some of our independent label partners experience triple-digit growth year over year. Simply put, the success we’re seeing in Canada is mind blowing, and Canadian artists have completely reshaped our global soundtrack, with chart-topping artists releasing major hits and connecting with fans around the world. For some of them, YouTube is their largest income stream, and the platform where they fuse music with visual art. There is something in the water in Canada, and there has never been a better time to be a Canadian artist. What I find particularly rewarding in the music industry now, is the participatory nature of how music is experienced. Fans pay tribute to their favourite artists through covers, mash-ups, remixes, and more. And artists gain additional exposure and enjoy their fans’ creative expression. These fan videos are critical to the music ecosystem; they shape culture and generate a huge portion of revenue for artists through 'content ID,' technology that automatically identifies music usage within fan-created content. In 2020, we paid more than $4-billion to the music industry, and more than 30 per cent of that came from user-generated content (UGC) including covers, mashups and more. When an artist inspires their fans to upload content, they’re igniting a virality that spreads to music platforms around the globe. But right now in Canada, there is a live conversation that could put this creativity at risk. Canada’s Parliament is currently reviewing the Online Streaming Act (Bill C-11), which aims to support Canadian culture in the digital age. We agree Canadian creators and artists should be supported. We do that every day. Even more, we are onboard with having professional music captured by Bill C-11, as long as the integrity of the music experience is preserved. However, while the government has said it doesn't want to regulate UGC, the CRTC chair has confirmed that the current draft would allow it to regulate. Indeed, the current bill hands the CRTC the authority to decide how Canadians experience everything from how-to videos to mash-ups. With almost no guardrails on what online content is in scope, the bill lacks the clarity needed to protect the fan content that is so vital to Canadian artists and Canadian music lovers. Bill C-11 would tie up UGC in regulatory structures and requirements that were simply not designed for this dynamic and organic environment. Does it make sense for a regulator to determine which fan’s mashup or dance challenge gets promoted, and which ones don't? Though not its intention, this bill could harm the very creative industry it seeks to protect. We cannot risk stifling the expression and creativity of Canadian artists and fans across the country. Right now, fans are in the driver's seat, and they tell us what they want to listen to. And they can smell when there is forced intervention instead of organic connection. We know that genuine engagement has helped Canadian artists go viral and foster global connections. The authentic and creative ways in which we connect and celebrate music need to be protected. So here’s my rallying cry: supporting Canadian culture should not mean compromising how you celebrate music. If Canada regulates UGC as broadcasting, it will set a precedent with global ripple effects. Let's work together to ensure that Canadian artists can reach their greatest potential, and keep fans connecting with the music they love. For Canadian artists and music lovers everywhere, we must get this right. Lyor Cohen is an American music industry executive, currently serving as global head of music at YouTube and Google where he oversees domestic and international music partnerships as well as artist and label relations. The Hill Times

Supporting Canadian culture should not mean compromising how you celebrate music

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Supporting Canadian culture should not mean compromising how you celebrate music

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