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Protecting the Future of Sound: Sound Exchange
By: Emory Brown
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Not-for-profits are always cool because the people who normally run them have revolutionary ideas and contagiously generous spirits that are willing and ready to share love in seconds of meeting someone in need. However, sometimes the people who need a not-for-profit’s help are the people who make their living making others happy through their art. In this case, it is our beloved music artists of the present and yesteryear who have been terrorized by digital music’s uncanny ability to snip at some of the profits they’ve so rightly earned. 

Sound Exchange is a digital watchdog for the artist/copyright owners of today. With social media playing a major role in the distribution of music, many artists’ songs have been shared with millions of people…as me and my guys used to say, “For the free!” Their goal is to help collect royalties from YouTube videos, vines, etc. and put them in the hands of the creators. And they aren’t doing a bad job. Last year they collected over $590 million dollars. 

Sound Exchange represents music's eclectic, from the unsigned acappella to acid rock to multi-platinum stars and master rights owners including major and independent record labels. You know you’re doing good when “2-Chains” is giving you a personal endorsement on Sound Exchange’s home page with a host of other music hitters. They are like the feds of digital copyrights.

Currently, they are fighting for the rights of our music legends as they go to blows to ensure that music created before the digital age is fairly compensated for its use in the digital world. A lot of music services have been using this music without licensing it or paying for it for some time. In many cases, they disregard copyright law altogether as they publish the music via their online presence without a hint of creative compassion or loyalty.
 
Sound Exchange and a few record labels are fighting it out with Sirus XM about their refusal to pay for music they used from this era. What’s sad about the whole case is that Sirus XM is one of the nation’s top satellite radio companies and they refuse to pay for what is helping them earn revenue. What is helping them service their customers’ musical tastes.
 
It’s amazing that even in a time when technological innovations are shaping and remolding entire industries that some C.E.O.s refuse to pay the people that are responsible for fueling and inspiring the new artists that are adding value to their products and services. Well, I guess that’s why there will always be good guys and bad guys. Music artists can rest more soundly now, because Sound Exchange’s mission is to protect rights of the creators of today and many tomorrows. 


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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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