AIM Together Now 2012: Sally Howland (APRA/AMCOS) On Streaming Services

With the media industry going through massive changes in the past few years, MusicFeedsTV caught up with Sally Howland, who is Head of Member services at APRA AMCOS, to talk about the future directions. Sally believes new streaming services are a good thing, creating another channel for consumers to access music.

“What that means for artists and songwriters is another revenue stream. So it can only be a good thing.”

However, there is some caution currently from the industry because in Australia it is yet to be seen how streaming services might compromise the current digital download landscape.

“If you look at what’s happening overseas it currently isn’t cannibalising that market. So what tends to happen is that as new access channels come on board they tend to sit side by side without cannibalising other markets.”

The old issue of privacy is still at the forefront of discussions within APRAM AMCOS. With progress slowly yet painfully being made.

“What we’re trying to do is to come to some kind of industry led agreement that sees the ISPs take up some responsibility over what is happening through their channels, because that’s where piracy is happening. I think it would be fair to say that those conversations have been long and arduous, and we’re not yet at an agreement, but it may well be that the government will step in and there will be legislation around that.”

Sally Howland believes similar legislation to that employed in New Zealond will be enforced here in Australia. The ‘three strikes and you’re out’ method of identifying then shaping broadband services provided to individuals is seen as potentially the most effective technique to change consumer behaviours.

“I think the discussions occurring in Australia are more about trying to change consumer’s behaviour. So instead of cutting off services it would be about reducing your access. So reducing your broadband speed, for example, and by doing that it’s hopeful that you would change consumer’s behaviour about using pirated services.”

Sally also talked about 360 deals and implications for music artists.

Filmed, edited and produced by Daniel Taylor

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