One of the favourite video clips we’ve seen from friends at SXSW was footage of a band playing a cover of Abba’s ‘The Winner Takes It All’, with the camera panning back towards the audience to show a watching… Björn Ulvaeus from Abba. No pressure!
But Ulvaeus had another reason to be in Austin, Texas: the launch of the world’s “first music credits ecosystem” by Session, the startup which he’s been involved with since it was founded as Auddly. Yes, the company has had a rebranding and is now called Session. Anyway, the new system is called Creator Credits, and it builds on what Auddly has been doing already to help songwriters and musicians create good metadata from the early stages of their work.
“Creator Credits helps music creators effortlessly assign credits in the studio at the point of creation and automatically supply those credits downstream to managers, labels, music publishers, music rights societies, distributors and streaming platforms,” explains the company, which has support from ProTools-maker Avid; Universal Music Group and DDEX, as well as songwriter Max Martin’s company MXM Music.
“Session’s technology performs a short handshake with music society systems to authenticate creators and associate their vital industry identifiers with their account,” said CEO Niclas Molinder. “When a creator walks into a Pro Tools powered studio their presence will be automatically detected and their identifiers, along with their typical contributions, can be easily added to a song.”