Björn Ulvaeus: How music streaming transformed songwriting | TED

Transcriber:

Prevodilac: Dusica Obrenovic Lektor: Milenka Okuka

Želeo bih da počnem citatom,

ali je veoma neprijatno jer ne znam odakle dolazi.

Međutim, veoma je dobro sročen i glasi ovako:

I'd like to start with a quote,

„Autorska prava su osmišljena ne samo da obezbede pravičnost za autore,

but it's very embarrassing because I don't know where it comes from.

već i za poboljšanje kvaliteta života u društvu

But it's very well put, and it goes like this:

"Copyright is designed not only to provide fairness for authors,

promovisanjem napretka nauke, umetnosti i kulture.“

but also to enhance the quality of life within a society

Drugim rečima,

koncept da stvaraocima bude ekonomski izvodljivo da stvaraju

by promoting the progress of science, art and culture."

je sada globalno prepoznat kao društveni imperativ.

In other words,

the concept of making it economically feasible for creators to create

Imam vrlo malo sećanja što se tiče pisanja tekstova pesama.

is now globally recognized as a social imperative.

Ali postoji specifičan tekst, iz davnog vremena, kojeg se sećam.

I have very few memories writing lyrics to songs.

Ležao sam potrbuške na krevetu u maloj sobi za goste

But there is a particular one from long ago that I do remember.

sa blokom za pisanje preda mnom.

U glavnoj spavaćoj sobi pored,

I was lying on my stomach on a bed in a small guest room

moja tadašnja supruga, Agneta, neometano je spavala.

with a writing pad in front of me.

In the master bedroom next door,

Muzika mi je svirala u glavi,

my then wife, Agnetha, was sleeping undisturbed.

tako da nisu bili potrebni zvučnici, čak ni slušalice.

Melodija kojoj još nedostaju reči je devičanska teritorija

The music was playing in my head,

so no need for speakers, not even headphones.

po kojoj tekstopisac mora lagano da gazi.

A melody that still lacks words is virgin territory

Ponekad, poslednje reči na stranici

upon which a lyricist must tread lightly.

su rezultat napornog rada, dubokog razmišljanja

Some of the time, the final words on the page

i intuicije kojoj tekstopisac mora naučiti da veruje.

are the result of hard work, deep thought

Ali ponekad se dešavaju izvanredne stvari;

and the intuition that a songwriter must learn to trust.

zatvorene zavese se iznenada navlače, a melodija vam se obraća

But sometimes, extraordinary things happen;

i počinje da dočarava slike, pa čak i nizove događaja.

closed curtains are suddenly drawn, and the melody speaks to you

Sve što treba da uradite jeste da zapišete ono čemu ste bili svedok.

and starts to conjure up images and even sequences of events.

Pesma može doći do svog tvorca u delićima.

All you have to do is write it down, write down what you witnessed.

Ali kada se s vremena na vreme pojavi niotkuda u celosti,

A song can come to its creator in bits and pieces.

izgleda da sugeriše da je već postojala tamo, bog zna koliko dugo,

But when it once in a while appears out of thin air in its entirety,

možda nestrpljivo čekajući da je iščupa

it seems to suggest it had already lingered there, God knows how long,

neko sa oštrim i osetljivim uhom,

perhaps impatiently waiting to be plucked down

kao da joj je potreban pravi nosilac kroz kojeg će teći

iz carstva ideja sve do zemlje.

by someone with a keen and sensitive ear,

as if it needed the right vessel to flow through

Bio sam ludo srećan kada sam završio.

from the realm of ideas all the way down to earth.

U tom trenutku, bio sam zahvalan samoj muzici

I was deliriously happy when I had finished.

zbog pukog postojanja ovog neuhvatljivog, neodredivog fenomena

At that moment, I was grateful for music itself,

koji kao da ignoriše naš mozak i ide pravo u naša srca.

for the sheer existence of this elusive, undefinable phenomenon

Hteo sam da je otpevam na sav glas, ali bilo je dva sata ujutru,

that seems to ignore our brains and go straight to our hearts.

pa čak i u mojoj euforiji,

imao sam razum da ne probudim ženu koja je sutradan trebalo da peva moje reči.

I wanted to sing it out loud, but it was two o'clock in the morning,

and even in my euphoria,

Da smo Beni Anderson i ja napisali tu pesmu danas,

I had the good sense not to wake the woman who was to sing my words the next day.

možda ne biste stigli da je čujete.

To je mogao biti samo još jedan izgubljeni san,

If Benny Andersson and I had written that song today,

jedna od oko 80,000 novih pesama postavljenih na servise za strimovanje

you might not have gotten to hear it.

It could have been just another lost dream,

svakog dana.

[one of] about 80,000 new songs uploaded to streaming services

Konkurencija je danas žestoka,

mnogo žešća nego 1977. godine.

every single day.

The competition today is fierce,

Čak i da su pretplatnici na Spotifaju veoma često kliknuli na našu pesmu,

much fiercer than it was back in 1977.

male su šanse da bi honorari platili nečiju kiriju.

And even if our song had been clicked very often by Spotify subscribers,

Dakle, ono o čemu želim da razgovaram sa vama danas

chances are slim that the royalties would have paid anyone's rent.

je kako vidim promene u ekonomiji pesama

So what I want to talk to you about today

koristeći svoju perspektivu kako je bilo biti tekstopisac

is how I see the changes in the song economy

kada je muzička industrija bila jednostavnija i možda predvidljivija.

using my perspective of what it was like to be a songwriter

Ovih dana sve se prati po našim podacima.

when the music industry was simpler and perhaps more predictable.

A podaci iz strimovanja nam govore

da slušaoci mnogo češće kliknu na svoju omiljenu pesmu

These days, everything is tracked by our data.

nego na svog omiljenog izvođača

And data from streaming tells us

na servisu za strimovanje.

that listeners much more often click their favorite song

Ponekad nisu ni sigurni koga slušaju,

than their favorite artist

na primer, ako je u pitanju plejlista.

on a streaming service.

Dakle, ako obraćamo više pažnje na pesmu,

Sometimes they're not even sure who it is they're listening to,

šta je sa tekstopiscem?

if it's a playlist, for example.

Tekstopisci su oterani na zadnje sedište,

So if we're paying more attention to the song, though,

pa čak bih rekao i ugurani u prtljažnik.

what about the songwriter?

Songwriters have been forced into the back seat,

Zabrinut sam da su tekstopisci u opasnosti da postanu nevidljive žrtve

and I would even say, bungled into the trunk.

promene koja se dešava.

My concern is that songwriters are at risk of becoming invisible victims

Muzički biznis je sada pesnička ekonomija.

Ipak, kreatori pesama koje ga hrane dobijaju najmanji deo kolača.

of the change that is taking place.

The music business is now a song economy.

Kako se to dogodilo?

Yet the creators of the songs that fuel it get the smallest slice of the pie.

Neću ni na trenutak da predložim da treba da vratimo sat unazad,

How did that happen?

na šta ste možda posumnjali od stare pop zvezde.

I am not, for one moment, about to suggest that we should turn back the clock,

Međutim, ono što se dogodilo u poslednjoj deceniji

ima potencijal da bude neverovatno pozitivno za tekstopisce.

which you may have suspected from an old pop star.

Sada ću, umesto toga, da opišem neželjene posledice

But what's happened in the last decade

has the potential to be incredibly positive for songwriters.

striming revolucije,

kako ona menja živote tekstopisaca.

Now, instead, I'm going to describe the unintended consequences

A onda ću izneti neke predloge

of the streaming revolution,

kako se može rešiti uticaj ovih neželjenih posledica.

how they are reshaping the lives of songwriters.

And then, I will present some proposals

Nikada nije bilo bolje vreme za pisanje i pravljenje muzike.

for how the impact of these unintended consequences can be addressed.

Svako danas ima potencijal da pronađe globalnu publiku

It has never been a better time to be writing and making music.

i, ako tako izabere,

može čak i pokušati da to uradi sam, bez izdavačke kuće ili muzičkog izdavača.

Anyone today has the potential to find a global audience,

and if they so choose,

Pojavljuje se čitava industrija muzičkih softvera,

they can even try to do that on their own, without a record label or music publisher.

koja služi potrebama nove generacije umetnika i tekstopisaca.

A whole music software industry is emerging,

Striming je omogućio ovu novu muzičku paradigmu.

serving the needs of a new generation of artists and songwriters.

Kada je pandemija zaustavila muziku uživo 2020. godine,

Streaming has enabled this new music paradigm.

mnogi umetnici su shvatili da ne mogu da plate svoje račune samo preko strimovanja.

Once the pandemic stopped live music in 2020,

Neki su se vratili kod roditelja,

many artists realized that they couldn't pay their bills on streaming alone.

a drugi voze taksi da sastave kraj s krajem.

Some have moved back in with their parents,

Ranije je strimovanje bilo manje-više promocija njihovih turneja

and others are driving Ubers to make ends meet.

i nastupa uživo, što je ubedljivo obezbeđivalo većinu njihovog prihoda.

Previously, streaming had more or less been promotion for their tours,

Smešno je, ali je bilo upravo suprotno za Abba-u 70-ih.

and live appearances, by far providing most of their revenue.

Jedva smo uopšte išli na turneje, a kada jesmo, gubili smo novac.

It's funny, but it was exactly the opposite for Abba in the 70s.

Međutim, mislim, turneja je trebalo da bude promocija albuma

We hardly toured at all, and when we did, we lost money.

tako da to nije bilo važno.

I ne mogu da se setim da smo se ikada žalili na visinu naših autorskih honorara,

But, I mean, the touring was supposed to be promotion for the album

što su umetnici, tokom pandemije, gorko radili,

so that didn't matter.

And I can't recall that we ever complained about the size of our royalties,

kada su striming i autorski honorari odjednom bili jedini izvor prihoda.

which the artists, during the pandemic, have done bitterly,

„Ako je ovo uticaj na umetnike“, pomislio sam,

when streaming and royalties suddenly were the only source of income.

„dobro došli u svet tekstopisaca“.

Većina profesionalnih tekstopisaca ne ide na turneje,

"If this is the impact on artists," I thought,

ne prodaju majice ili drugu robu...

"welcome to the world of songwriters."

Oni se oslanjaju na samu pesmu.

Most professional songwriters don't tour,

Međutim, izgleda da se čak i to menja,

they don't sell T-shirts or other merchandise ...

jer je pesma evoluirala kao odgovor na strimovanje,

They rely on the song itself.

i sve je uobičajenije za izdavačke kuće

But even that seems to be changing,

because the song has evolved in response to streaming,

da dovode velike timove tekstopisaca da rade zajedno,

stvarajući skoro genetski modifikovane hitove.

and it's increasingly common for record labels

Pesme su pisane i strukturirane na načine

to get large teams of songwriters to work together,

koji su optimizovani za algoritme koje koriste servisi za strimovanje

creating almost genetically modified hits.

da bi odlučili koju muziku vi i ja slušamo.

Songs are written and structured in ways

that are optimized for the algorithms that streaming services use

Neka istraživanja su ukazala da ovih dana

to decide what music you and I listen to.

hit sa Bilbordove top 10 lestvice ima, u proseku, pet tekstopisaca -

Some research has been done to suggest that these days,

ne jednog ili dva, već pet - a ponekad čak i 10.

a Billboard Top 10 hit has, on average, five songwriters --

I povrh ovoga, moraju da pišu više pesama i brže,

not one or two, but five -- and sometimes even 10.

jednostavno da bi bili u toku sa nezasitom potražnjom

za novom muzikom koju stvara striming.

And on top of this, they’re having to write more songs and more quickly,

Nakon što je ABBA pobedila 1974. na Pesmi Evrovizije sa pesmom „Waterloo”,

simply to keep up with the insatiable demand

for new music that streaming creates.

honorari su iznenada pristizali,

After ABBA had won the Eurovision Song Contest in 1974 with "Waterloo,"

a Beni i ja smo mogli da priuštimo da pišemo pesme puno radno vreme,

od devet do pet.

royalties suddenly came pouring in,

To je napravilo tako veliku razliku.

and Benny and I could afford to write songs full time,

Mogli smo da priuštimo da bacimo 95 odsto onoga što smo napisali

nine-to-five.

That made such a huge difference.

i da zadržimo samo najbolje.

We could afford to throw away 95 percent of what we wrote

Naučili smo da prepoznamo đubre,

a to je neophodno, ako želite da budete dobri u svom zanatu.

and just keep the very, very best.

We learned how to recognize garbage,

Autorski honorar nam je jednostavno dao vreme i kreativnu slobodu.

and that's essential if you want to get good at your craft.

Nepotrebno je reći da nećete imati ni jedno ni drugo,

Royalties simply gave us time and creative freedom.

ako ste u žurbi i neko vam stalno diše za vratom.

Needless to say, you will have neither

Industrijski pristup pisanju pesama otežava

if you’re in a hurry and someone is breathing down your neck all the time.

mnogim tekstopiscima da izgrade održive karijere.

The industrial approach to songwriting is making it harder

Oni koji su uspešni su veoma uspešni,

for many songwriters to build sustainable careers.

ali oni u slojevima ispod,

koji su nekada mogli da žive od pisanja pesama,

Those that are successful are very successful,

zaista pate.

but those in the layers below,

Oni postaju delovi sistema kojem više služe nego što on njima služi.

who used to be able to make a living from songwriting,

are really suffering.

A evo tri ključne bolne tačke.

They are becoming parts of a system that they serve more than it serves them.

Prvo, usluge strimovanja obično plaćaju oko četiri puta više

And here are three key pain points.

za snimak nego za kompoziciju,

Firstly, streaming services typically pay out about four times more

što znači da je prihod od strimovanja još manji za tekstopisce

nego za umetnike.

for the recording than they do the composition,

To je zaostavština iz prošlosti,

which means a streaming income is even smaller for songwriters

kada su snimci i pakovanje fizičkih proizvoda bili veoma skupi,

than it is for artists.

pa je veći udeo za snimanje bio opravdan.

It's a legacy from the past,

when recordings and the packaging of physical products were very expensive,

Međutim, to se promenilo.

Ali promena se još uvek nije odrazila na podelu autorskih honorara.

so a larger share for the recording was justified.

Drugo,

But that has changed.

čak je i način na koji servisi za striming plaćaju autorske naknade problematičan.

But the change has not yet been reflected in the division of royalties.

Mesečna pretplata od 9,99 dolara koju plaća slušalac ide u centralni fond,

Secondly,

even the way that streaming services pay royalties is problematic.

koji se zatim deli sa ukupnim brojem strimova tog meseca.

A listener’s monthly 9.99 subscription goes into a central pot,

To odlučuje o vrednosti jednog strima ili slušanja.

which then gets divided by the total number of streams that month.

To znači da ako ste emitovali džez trio Arnea Džensena,

That decides the value of one stream, or listen.

ako ste to radili 50 puta u poslednjih mesec dana,

This means that you if you have streamed Arne Jansen's jazz trio,

a komšijeva ćerka tinejdžerka je strimovala Džastina Bibera 5000 puta,

if you have done that 50 times in the past month,

samo mali deo vaših 9,99 dolara će otići Arneu Džensenu.

and the neighbor’s teenage daughter has streamed Justin Bieber 5,000 times,

Sve je u redu sa Džastinom Biberom,

only a small fraction of your 9.99 will go to Arne Jansen.

ali kako to nagrađuje vašeg omiljenog umetnika?

I treće, loši metapodaci su veliki problem,

Nothing wrong with Justin Bieber,

but how does that reward your favorite artist?

metapodaci su relevantna informacija o pesmi i njenom snimanju.

And thirdly, bad metadata is a big problem,

Vrlo često se snimci ubacuju u striming servis

metadata being the relevant information about a song and its recording.

bez tačnih podataka.

Nedostaje, na primer, ime pisca.

Very often, recordings are injected into a streaming service

To znači da servis za striming ne zna gde da pošalje autorske honorare,

without accurate data.

The name of the writer is missing, for instance.

a novac se stavlja u takozvanu „crnu kutiju“.

That means that the streaming service doesn't know where to send the royalties,

Samo sedi tamo.

Nedavno

je 20 striming servisa podelilo 424 miliona dolara

and the money is put in a so-called "black box."

Just sits there.

jednoj američkoj neprofitnoj organizaciji,

Recently,

20 streaming services distributed 424 million dollars

koja bi trebalo da pokuša da pronađe prave primaoce tog novca.

to a US nonprofit organization,

Trebaće godine - ako ih ikada nađu.

which is supposed to try and find the rightful recipients of all that money.

Kombinacija svih ovih pitanja i drugih

stvara savršenu oluju za tekstopisce.

It will take years -- if they ever find them.

Tokom poslednje decenije, gledao sam kako se ova situacija progresivno pogoršava.

The combination of all these issues and others

are creating a perfect storm for songwriters.

I tokom proteklih pet godina,

Over the last decade, I've watched this situation get progressively worse.

bio sam angažovan na projektima koji imaju za cilj da urade nešto po tom pitanju.

And during the past five years,

Pa kako mogu da pomognem?

Dakle, pre svega,

I've been engaged in projects that aim to do something about it.

imam sve vas ovde danas da me slušate,

So how can I help?

a to je, naravno, ono što želim da uradim - da podignem svest.

Well, first of all,

Međutim, želim da učinim više od samo podizanja svesti o problemima.

I have you all here today listening to me,

and that's, of course, what I want to do -- to raise awareness.

Takođe želim da pomognem industriji u pronalaženju rešenja.

But I want to do more than just raise awareness of the issues.

A evo nekoliko predloga

I also want to help the industry identify solutions.

od mnogih.

Prvo: autorski honorari usmereni na fanove.

And here are a few suggestions,

Da bi se osiguralo da svi tekstopisci budu pošteno plaćeni,

out of many.

One: fan-centric royalties.

predlažem da striming servisi dodele svoje naknade

In order to ensure that all songwriters get paid fairly,

na osnovu ponašanja pojedinačnih slušalaca.

I suggest that streaming services allocate their royalty payments

Pojedinačnu pretplatu treba podeliti sa brojem pesama

based on the behavior of individual listeners.

koje je pojedini slušalac puštao tokom meseca.

The individual description should be divided by the number of songs

To daje vrednost svakoj pesmi.

the individual listener has played during a month.

Ako je pretplata 9,99 dolara,

a slušalac je ponovo pustio 10 pesama Arnea Džensena

That gives each song a value.

If the subscription is 9.99,

tog meseca,

svaka pesma ima vrednost od 0,99 dolara, skoro jedan dolar,

and the listener has played 10 Arne Jansen, again,

i to je iznos koji će biti uplaćen Arneu Džensenu.

songs that month,

each song has the value of .99, almost a dollar,

Prema sadašnjem sistemu,

možete biti sigurni da bi Arne dobio

and that's the amount that will be paid to Arne Jansen.

vrednost od 0,00 i nešto dolara.

Under the current system,

Dakle, ovaj pristup autorskim honorarima fokusiran na fanove će doneti

you can be sure that Arne would get

the value of .00-something dollars.

preko potrebnu pravičnost

i može se nadovezati na važne početke koje su napravili Dizer i Saundklaud.

So this fan-centric approach to royalties will bring much-needed fairness

Međutim, možda bi najjednostavniji i najefikasniji način

and can build on the important starts made by Deezer and SoundCloud.

da se poboljšaju naknade strimovanja

bio da usluge strimovanja povećaju cenu.

But perhaps the simplest and most effective way

to improve streaming royalties

Cene strimovanja su zaglavljene na smešnih 9,99 dolara više od decenije.

would be for streaming services to increase how much they charge.

U međuvremenu, čini se da Netfliks svake nedelje povećava cene.

Streaming pricing has been stuck at ridiculous 9.99 for more than a decade.

Istraživanja pokazuju da će pretplatnici platiti više;

Meanwhile, Netflix seems to increase its pricing every week.

9,99 dolara može lako postati 11,99 dolara,

možda čak 12,99 dolara.

Research shows that subscribers will pay more;

I treće: zamorna, ali apsolutno neophodna registracija.

9.99 could quite easily become 11.99,

perhaps even 12.99.

Gde god 80,000 novih pesama dnevno uđe u muzičku industriju,

And thirdly: the tedious but absolutely necessary registration.

trebalo bi da postoje portali za registraciju prilagođeni korisnicima

Wherever the 80,000 new songs per day make their entry into the music industry,

kako bi se osiguralo da relevantne informacije o delu budu rano prikupljene.

there should be user-friendly registration portals

Ovo bi umanjilo problem sa crnim kutijama i konfliktima.

to make sure that relevant information about the work is captured early.

Po mom mišljenju, to je obaveza kolektiva za autorska prava,

This would diminish the problem with black boxes and conflicts.

koji na izvoru prikupljaju autorske honorare,

da bi modernizovali i prilagodili svoju tehnologiju digitalnom dobu.

In my view, it is an obligation for collecting societies,

who collect creators' royalties at source,

Znam da mi je lako stajati ovde ispred vas

to modernize and to adapt their technology to the digital age.

i sastavljati listu predloga za industriju -

I know it's easy for me to stand here in front of you

mnogo lakše nego da dovedem do ovih promena.

and reel off a list of suggestions for the industry --

Međutim, promena se mora desiti,

i to uskoro.

much easier than making these changes happen.

Ono što je najvažnije, ovu promenu treba da donese

But change does need to happen,

muzička industrija u celini,

and soon.

pri čemu svaki deo mora da radi zajedno.

Crucially, this change needs to be brought about

Pesma i tekstopisac pokreću sve,

by the music industry as a whole,

od snimanja do nastupa uživo,

each part working together.

The song and the songwriter fuel everything,

čak se ni majica ne bi prodavala da bend nema dobrih pesama.

from the recording through to live performances,

Stvorio sam uspomene uz neke od tih pesama,

even a T-shirt would not sell if the band hadn't good songs.

od Braće Everli,

I have created memories to some of those songs,

pa Bitlsa,

Eltona Džona i mnogih drugih,

from the Everly Brothers

pesama koje bi me ponekad iznenadile žaokom zavisti,

and then the Beatles,

Elton John and many more,

brzo spranom njihovom čistom lepotom

songs that sometimes would surprise me with a stab of ending,

i inspiracijom koju su mi davale.

Znam šta znače

quickly washed away by their sheer beauty

i šta su značile meni.

and the inspiration that they gave me.

Često sam se pitao: „Šta bismo bili bez muzike?”

I know what they mean

and what they meant to me.

Manje čovečni, uveren sam u to.

I've often wondered: What would we be without music?

Kada ne bismo mogli da čujemo muziku, na šta bismo se onda oglušili?

Less human, I'm convinced of that.

Međutim, izgleda da o tome nikad ne razmišljamo,

If we couldn't hear music, then what else would we be deaf to?

iako je muzika svuda oko nas, sve vreme.

But we never seem to think about that,

Ovo je trenutak da cela muzička industrija uloži u podršku

even though music is all around us all of the time.

onome što je, bez sumnje, njena najvrednija imovina.

This is the moment for the entire music industry to invest in supporting

Previše tekstopisaca pati u ovom škripavom sistemu.

what is, without a doubt, its most valuable asset.

Rešenja poput onih koja sam naveo mogu pomoći u ponovnom balansiranju

Far too many songwriters out there are suffering in this creaking system.

pesničke ekonomije

tako da će više tekstopisaca i njihovih slušalaca

Solutions like those that I have outlined could help rebalance the song economy

moći da se naslone i kažu, iskreno,

tačno ono što sam rekao u pesmi o kojoj sam govorio na početku:

so that more songwriters and their listeners

will be able to lean back and say, in all honesty,

„Hvala na muzici.”

exactly what I said in the song that I was talking about in the beginning:

"Thank you for the music."