Licensed music: what YouTubers and TikTokers really need, according to Lickd's Paul Sampson (Plus: will generative AI music take a slice out of his business?)

Ep. 133: we’re joined by Paul Sampson, CEO and founder of Lickd, the licensing startup that supplies music to creators on YouTube and other platforms. We seem to be shifting into an era where a new and widespread use of music is emerging – where music is a component of a wider experience: for instance in the background of short/long videos, live streams of gaming, or as part of users building interactive experiences - almost “music as Lego”. We chat to Paul about the future of music usage and whether the current system of licensing is up to the task of recovering the correct money for music creators. Creators of online content are eager to use recognisable hit songs in what they make. And Paul Samson has an interesting perspective on these creators needs – whether they are zillion-streaming superstars like MrBeast, or more modestly-successful creators. So we ask him about what they actually want from music, and also how they view music in terms of its use and its value, when they are perhaps only using it as a component of something bigger that they’re piecing together. Plus we ask Paul about generative AI music – and whether this could take a slice out of his business model. Lickd: https://lickd.co Tearing T-shirts: Most T-shirts worn and torn in one minute Nirvana –  Nevermind: https://www.youtube.com/watch?v=hTWKbfoikeg&list=OLAK5uy_kEQJGO2SZ0k-vJ8b-F2AJLfKnw0cFydNg Andrea Bocelli - Con Te Partirò - https://www.youtube.com/watch?v=nVUHHW1tJYA ------ 👉 FREE Amazon Music for Artists courses & certification: ⁠⁠⁠⁠⁠⁠⁠https://learn.musically.com/courses/amazon-music-for-artists/⁠⁠⁠⁠⁠⁠⁠ 👋 ⁠⁠⁠⁠⁠⁠⁠The Knowledge⁠⁠⁠⁠⁠⁠⁠, Music Ally’s free weekly newsletter: ⁠⁠⁠⁠⁠⁠⁠musically.lnk.to/knowledgepo⁠⁠⁠⁠⁠⁠⁠ 🎉 You may be eligible for a FREE Music Ally subscription, worth £399/year, via our ⁠⁠⁠⁠⁠⁠⁠corporate and sponsored subscriptions⁠⁠⁠⁠⁠⁠⁠. If you work for a DSP, a major label, an indie label, or if you’re an artist manager, an employee of a CMO or a publisher, check here to see if you’re eligible: ⁠⁠⁠⁠⁠⁠⁠musically.com/subscription-options⁠⁠⁠⁠⁠⁠⁠ Ⓜ️ Subscribe to ⁠⁠⁠⁠⁠⁠⁠Music Ally⁠⁠⁠⁠⁠⁠⁠'s industry-leading analysis, reporting and news: ⁠⁠⁠⁠⁠⁠⁠musically.com/subscribe⁠⁠⁠⁠⁠⁠⁠ Instagram: ⁠⁠⁠⁠⁠⁠⁠https://www.instagram.com/musicallybiz⁠⁠⁠⁠⁠⁠⁠ Twitter: ⁠⁠⁠⁠⁠⁠⁠https://twitter.com/musically⁠⁠⁠⁠⁠⁠⁠ Facebook: ⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/musicallyfb