5 STARTLING TRUTHS I'VE LEARNED AT SOCAN - PREPARED BY MICHAEL MCCARTY CHIEF MEMBERSHIP OFFICER APRIL 10, 2020 - MDIIO

5 Startling Truths
   I’ve Learned At SOCAN

Prepared by Michael McCarty Chief Membership Officer April 10, 2020

SOCAN
• Canada’s member-owned Performing Rights Society (similar to ASCAP and
  BMI in the US)
• Collects and pays performing rights royalties to 160,000 members
  (songwriters, screen composers, music publishers) when their
  songs/compositions are broadcast on radio /TV/cable; streamed on the
  Internet; performed live in concert; general licensing (bars, restaurants,
  weddings, etc.)
• Licenses member’s performing rights worldwide (directly for Canadian
  territory, through affiliates in the rest of the world)
• Licenses the rights from the rest of the world within Canada
• Also now licenses reproduction (mechanical) rights

SOCAN
• Collects over $400 million annually
   o Approx. $90 million international
   o Now also collects mechanical royalties
• Almost every Canadian songwriter of all genres and eras is a member
  E.g. Drake, Shawn Mendes, Alessia Cara, The Weeknd, Nickelback,
  Sarah McLachlan, Dean Brody, Avril Lavigne, The Guess Who, Arcade
  Fire, Bare Naked Ladies, Bryan Adams, Leonard Cohen estate, etc.

5 Amazing Things I’ve Learned at SOCAN
1. 50% of the royalties paid to SOCAN writers goes to Screen
   Composers
   • The people who write the score/background music for TV, cable
     and film
   • E.g. Paw Patrol, Hawaii Five-0, The Life of Pi, San Andreas

5 Amazing Things I’ve Learned at SOCAN
2. The other 50% of the writer royalties are paid to songwriters and
   50% of that is generated by hip hop, pop and R&B
   • This reflects the reality of today’s popular music around the world
      o Hip hop, R&B, pop, electronic
      o Streaming numbers are even more dominated by hip hop

5 Amazing Things I’ve Learned at SOCAN
        Top 100 Earning SOCAN Songwriters

Hip Hop/Pop/R&B (37 producer/writers + 12
artists)                                       49
Legacy Catalog                                 22
Rock/Alternative (bands + writer/producers)    22
Country (5 writers, 1 artist)                   6
Other                                           1
                                              100

5 Amazing Things I’ve Learned at SOCAN
                  Top100 SOCAN Earning Writers By Genre
                                          Excludes Screen Composers

                                Country 6%

                     Rock/Alt
                     22%                                     Hip hop/R&B/pop
                                                             49%

                            Legacy Catalog
                            22%

        Hip Hop/Pop/R&B (37 producer/writers + 12 artists)   Legacy Catalog
        Rock/Alternative (bands + writer/producers)          Country (5 writers, 1 artist)
        Other

5 Amazing Things I’ve Learned at SOCAN
• Rock is dead (they say)
   o 22% is a bit misleading
   o List includes multiple band members
   o Arguably half of them could be in the “legacy” category
   o All of them have been around well over 10 years
• Nearly 40% of the top 100 song writers are non-performing co-
  writers, beat makers and producers
   o Of the 60% artist group, I believe that in all genres combined, no more
     than 3 were originally signed to Canadian labels

5 Amazing Things I’ve Learned at SOCAN
3. People from Toronto effectively control the sound of today’s
   popular music
   • Toronto is one of the hottest sources of hit music in the world
   • The artists are obvious: Drake, The Weeknd, Shawn Mendes, Justin
     Bieber, Alessia Cara, etc.
   • They are the just the tip of the iceberg
   • The real story is the huge number of globally successful and
     influential producers, beatmakers, and co-writers behind them,
     and many of the non-Canadian artists dominating the world charts

5 Amazing Things I’ve Learned at SOCAN
• Toronto is the beat making capital of the world
• Frank Dukes (Taylor Swift, Lorde, Camila Cabello, Travis
  Scott, Future, Young Thug, Drake, Kanye West, Post Malone, The
  Weeknd, etc.)
• Noah “40” Shebib (Drake)
• Boi-1da Drake, Rihanna, Eminem, Jay-Z, Nicki Minaj, Nas, Lana Del
  Rey, Kendrick Lamar, etc.
• Wondagurl (Big Sean, Travis Scott, Jay Z, Drake, SZA, Young Thug,
  KILLY, Kanye West)

5 Amazing Things I’ve Learned at SOCAN
• Murda Beatz (Travis Scott, Gucci Mane, Drake, Nicki Minaj, Migos,
  6ix9ine, French Montana, Cardi B)
• Nineteen85 (Drake); Prezident Jeff (Wiz Khalifa, Roy Woods), Big Pops
  (The Game, Meek Mill), Mikhail (Flo Rida, Vybz Kartel, Lil Wayne),
  Moss (Ghostface Killah, Raekwon) and Raz Fresco (Tyga, French
  Montana, Mac Miller)
• To name just a few

5 Amazing Things I’ve Learned at SOCAN
4. Things the “Hot Crop” Have In Common (both artists and beat
   makers):
   • They make music “in the box” (laptops)
   • “Real” instruments play little or no role in their records and are
     largely token/for show in the live setting
   • They were all discovered on the Internet
   • They are disproportionately immigrants or children of immigrants
      o Reflects the multicultural mosaic of Canada
   • They are not influenced by rock, folk, country, etc.
   • None of the artists played live before they were famous!

5 Amazing Things I’ve Learned at SOCAN
5. In streaming, the consumption of Canadian music by Canadians
   has fallen off the cliff
   • Our data shows that Canadian music market share in traditional
     domestic broadcasting is approx. 35%
   • In streaming, the market share of Canadian music consumed by
     Canadians is in the single digit range
      o Back out the superstars and it’s nearly invisible
   • Likely a discoverability issue
   • This is arguably the biggest future threat to the middle class of
     Canadian music creators and companies

Thank you