8 Alliance With Creative Industries

We would like to align the interests of the music industry with other creative and cultural industries to have a better impact on economic policy formulation business development in the Czech economy. We would like to improve particularly the relationship with creative and cultural industries that are big commercial users of music, particularly radio and television broadcasting. We would like to see more Czech music being used in Czech regional, local, and national broadcasting.

8.1 Program Considerations

Most of the considerations mentioned in the 2 chapter Developing The Czech Music Industry, for example, about the 2.2 invisibility of the music sector are almost identical to the problems of the radio, television, film, video games and advertising industries. The music industry will only be more successful, if it finds a joint policy and advocacy platform with these industries. Particularly the film and television industry has a bigger impact on forming the national agenda.

Particularly the development of the composer’s income stream and publishing relies critically on better relationships with the film and television industry. Including them in the Research Consortium may be a first step to understand the similarities. For example, the Czech public broadcasters are facing many similar challenges that record labels and publishers are facing in the global content competition.

Similar work is being undertaken in Poland and Hungary - regional cooperation may benefit the Czech industry, especially because some of the big user creative industries, such as cable re-transmission companies also take a regional approach, often at the expense of the music industry.

8.1.1 Impact On Artists, Professionals & Enterprises

Please give your personal example, if the change above would start, what positive impact you would expect to feel on your professional career or on your enterprise / organization? These are just made up examples.

Karolína Pavlova, founder of record label Label s.r.o: Our recordings are never played in Czech radios, so we never get anything from OSA and Intergram, either. I would really like to know a bit more about our Slovak colleagues experience on the introduction of their radio quotas. We have tried everything, but I believe that …., ….. prevents radios to even listen to us.

Jan Svoboda, publisher, Music Publisher s.r.o: We should really try to set up a joint project, just for one film and a soundtrack album with the Audiovisual Fund. Czech film is often very successful internationally, but Czech film producers never take the music very seriously. Better music, a better trailer could really take their films to new audiences, and we would not need to beg them to consider a few thousand euros for the track that will sell their film on YouTube. We could also recommend each other abroad, and get business for each other.

8.2 Finding a Joint Policy Agenda with Creative Industries

Finding a joint policy agenda with the creative industries can help in achieving goals, and can also improve relationships, that can lead to higher audibility of Czech music, or a mutual understanding on how royalties should catch up with the European average in line with the growth of the Czech economy.

Many countries do have a joint public policy paper on how to develop the creative and cultural industries, and a separate one for each industry, such as the music industry. However, even this is not feasible, it is important to find common topics that may be interesting for them.

  • In several CEE countries, royalty payers and music royalty collectors are facing the same, discriminatory tax regimes. If this would change, there would be a higher after-tax revenue that could increase the royalty collection base, for example, in television and radio.

  • Creative industries and their stakeholders, such as actors’ trade unions, local radio association, theatres have similar problems with lacking representation in the social dialogue, and special problems with pension.

  • The audiovisual industries are suffering from the same illegal, home copying and value transfer problems as the music industry, and they share the interest in a better transposition of the DSM directive and higher home copying compensation.

A dialogue with such industries is essential to align the joint interests, and to make a more elaborate and larger impact advocacy campaign to change public perception and public policies.

There are no specific recommendations here, but many examples can be given from the CEE and Western countries.

8.3 Working Group on Creative Alliances

Please give the following details if you would be ready to join this working group: Jan Svoboda, concert promoter, Concerts s.r.o, 17 years of concert promoting experience.

Very experienced labels, publishers, concert promoters, talent managers, festival promoters who have successfully managed ongoing partnerships. Editors of music programs on TV and radio. Managers, directors of film production companies, film producers, TV or radio stations, movies, houses of culture with an undoubted love and interest for music. Business consultants who have a working knowledge of media, broadcasting, film production and music industry enterprises.

8.4 Indicators to Measure Progress & Keep Direction in Creative Alliances

8.4.1 Strategic indicators

8.4.2 Impact indicators

  • Increasing publishing revenues which are independent from collectively managed (and potentially publisher re-collected revenues) - should be measured in the annual CEEMID Music Professional Surveys.

  • Increasing revenue from the public performance of Czech music in television, cable retransmission and radio [indicators should be measured by OSA & Intergram]

8.4.3 Effect indicators

  • Number of co-productions with the Czech film or television industry

  • Number of songs synched to Czech films and television programmes

  • Number of works used in video games