Music Companies Join Forces to Explore Opportunities in the Advanced Technology Space

The Web3 Music Association (W3M), a new music industry trade body facilitating industry-wide research and development, has announced its official launch.  

A global organisation, W3M brings together influential entities from the music, finance and technology sectors to collaborate, explore and harness advanced technologies such as artificial intelligence, blockchain and mixed reality. 

Leading W3M are President & CEO Sergio Mottola, a business leader with expertise in finance, advanced technologies, and international regulation frameworks, and Charlie Rapino, record industry veteran and currently VP of A&R and Communications at Artist First, who has been appointed Vice President. W3M’s Executive Vice President of Music, Giulia Maresca, Chief of Staff and Katy Campbell, EVP of Ecosystem, are also joining the leadership team.

W3M’s advisory board includes other respected industry executives such as Ted Cockle, former President of Island Records, VirginEMI and Hipgnosis Song Fund; Andy Saunders, founder of Velocity Communications; Andrew Hale, acclaimed producer and Sade band member; Claudio Ferrante, President of Milan-based record company and distributor Artist First; and Paul Sears, founder & CEO of music management company Visionary Sapiens.

The association has brought together a diverse group of individuals and companies from many key operating frontlines including a number of market leading independent labels, to be the sounding board and form a discussion network and the testing panels for some of the newest progressive technology ideas orbiting the music space. This group includes [PIAS], Beggars Group, Blue Raincoat Music, EGA Distro, Hospital Records, Russells Solicitors, Tileyard, Artist First, Karta, Le Son, Public Pressure, Roba Music Publishing, Toco Music.

Adrian Pope, Chief Digital Officer at [PIAS], said: “We are excited by the possibilities offered for music by Web3. Key to the success of these new innovations will be an unprecedented level of cross-industry collaboration, experimentation, and a foundational adherence to the principles of copyright and protection of creative IP.  The Web3 Music Association offers a bold step towards navigating these unchartered waters and we are looking forward to being involved.”

Ted Cockle emphasised the collective approach: "The plan is to create a collaborative platform where companies and creators can collectively learn, share and innovate. We want to help everyone navigate the complexities of progressive and advancing tech and ensure it can be used really well to best help artists with the distribution and promotion of their music, the buzz building in their campaigns, and the growth and support of their fanbases.”

"Our goal," states Sergio Mottola, "is to cultivate a fertile ground for discussion, comprehension, and practical application of advanced technologies. We aim to ensure the music industry is not only a participant in the digital age but a driving force behind it. Our goal is to elevate the worries around the current impact advanced technologies—such as AI—are having on the industry."

The digital landscape is constantly evolving, so is how we all create and consume music. The music industry has also made positive strides towards the digital integration of copyright and licensing while understanding the need to adapt to new ideas and develop new solutions.

To that end, the association is also introducing the ‘Music Protocol’, a digital infrastructure designed to transform music rights into dynamic assets that adapt to the evolving digital environment. This framework combines technical solutions that can support the music industry, such as Generative AI and game licensing. 

"We are not just adapting to new technologies; we are actively shaping - with the music industry - the infrastructure that will support the industry's digital future," explains Mottola. "Music Protocol uses technology to make it easier and faster to use and share music legally. This new system helps more people make money from music by streamlining how it's licensed and tracked."

As the music industry adapts to the challenges posed by Generative AI and evolving fan dynamics, establishing W3M and Music Protocol comes at a critical time. The lessons of the past have taught the industry the importance of proactive engagement and adaptation. 

Sergio Mottola said, “The launch of W3M and Music Protocol is a call to action for all music industry stakeholders to engage with and contribute to a future where music is more interactive, rights are automatically managed, and creators are systematically compensated. The association offers a platform for education, innovation, and collaboration, empowering industry professionals to lead in adopting these technologies.”