CEO David Wille of MAIA Universe discussing untapped revenue streams through synchronization and leveraging the influence of key personalities
MAIA Universe Revolutionizes Sync Licensing for Artists and Rights-holders
MAIA Universe, a Swedish music and tech firm, is making waves in the music industry by addressing a critical, untapped revenue gap in sync licensing. The platform aims to help artists, songwriters, and rights-holders capture untapped revenue from sync licensing, particularly for commercially released music that often gets overlooked[citation 1].
David Wille, the London-based CEO of MAIA Universe, explains that the platform respects the expertise of sync departments while assisting them in discovering and monetizing overlooked sync opportunities. This approach leverages the constantly growing demand for sync licenses from new platforms and media formats[citation 1].
MAIA Universe is not here to replace sync teams but to assist them in capturing extra value. The company's focus is on expanding catalog access and connecting more music buyers to license opportunities, thereby unlocking extra revenue streams for creators and rights-holders in the increasingly complex sync market[citation 1].
The platform has already secured significant deals with Sony Records UK, Sony Music Publishing, Warner Chappell, and Max Martin's MxM, with MxM also investing in MAIA Universe[citation 2]. Additionally, the company has secured an extra €1 million in investment[citation 3].
The production and library music industry, which was a $700 million industry, quickly became a $1 billion industry, and today is probably a $1.3 billion industry[citation 4]. However, production music libraries like Audio Network or Epidemic Sound do not financially benefit mainstream artists and rights-holders assigned to labels and publishers. MAIA Universe aims to change this by onboarding significant amounts of catalogue from big publishers and labels[citation 1].
Influencer marketing is a key area of focus for MAIA Universe. The company recognizes the growing importance of this marketing strategy and aims to harness it to enhance sync value[citation 1].
The sync industry acknowledges that there is a problem with a lot of people who are licensing music not understanding the sync licensing process[citation 5]. MAIA Universe's role is to enable artists and rights-holders to better monetize their catalogs in sync licensing by facilitating discovery, broadening buyer access, and complementing existing sync operations[citation 1].
MAIA Universe plans to establish its presence in the UK with its songwriters and artists, followed by the US, and then into individual markets for local repertoire[citation 1]. The investment will be used to market the platform to music buyers and bring them on board.
Sweden, being the home of MAIA Universe, is seen as leading the way in terms of tech solutions for music[citation 6]. With its innovative approach to sync licensing, MAIA Universe is poised to revolutionize the industry and bring value back to commercial artists and songwriters.
References: 1. The Drum 2. Music Business Worldwide 3. Music Ally 4. Music Business Worldwide 5. Music Week 6. Reuters
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