Music tech firm Orfium’s CEO Rob Wells relished his mic-drop moment at NY:LON Connect 2023 yesterday, when he announced that the company has acquired Soundmouse.
The latter is a company focused on technology for cue-sheet reporting and audio recognition, with clients including broadcasters, TV producers, collecting societies and music companies. It will bolster Orfium’s presence in the broadcasting world, complementing its existing services and technology tracking music usage for labels and publishers.
In his speech at the conference, Wells made his pitch for the value of independent specialists like Orfium for the music industry. “It’s about allowing the data to flow. It’s about enabling, not about replacing. Orfium is not here to replace any of the existing players in the industry,” said the former UMG executive. “We’re trying to build the enabling technology to allow publishers to do what they do – and societies, and labels, and broadcasters”.
He also outlined the environment driving Orfium’s growth. “Once upon a time it was clear where things were. Your TV was a box in the corner of he room. Youtube was short-form video. Now it’s becoming consistently less clear. Short-form is getting shorter AND longer. TV and streaming video are becoming more similar. Everything is on every platform and device, and everything is everywhere. Everything is confused and convoluted! We need to be able to work across this continuum of services… and we need to make it easier for them to transact [with music].”