Monetization of Digital Assets

These days everyone wants to be a #SuperApp but only a handful have managed to succeed. Those who have share one common denominator: monetization. Let’s see how it can be done. Here is my summary of the most successful strategies: 1.  An ecosystem play – as opposed to providing mere access to an array of different services – with seamless, integrated, end-to-end experience across all aspects of modern life. 2.  #Payments as the undisputed underlying layer that acts as a connecting base for the multitude of offerings on the platform. 3.  A wide range of integrated payment methods catering for different use cases and target audiences (P2P, BNPL, money transfer, instant payments, online payments, QR codes, etc). 4.  Low customer acquisition costs as a direct result of the platform play and then up-selling and cross-selling of high-margin financial offerings (i.e. lending, investment, insurance, e-commerce, digital #banking) and merchant added-value services (i.e. merchant financing, collection technology platform). 5.  #Data as the predominant tool for driving high engagement with tailor-made offerings that transformed how, when and in which context services are offered. 6.  A two-sided consumer and merchant ecosystem with the platform acting as the bridge that not only connects the two sides but fuels growth from one to the other in an open, two-way dynamic relationship. In such a set-up platform engagement (consumer side) enables merchant growth creating a self-reinforcing loop based on high frequency and high repeat rates that lead to consumer stickiness and retention. 7. Software and cloud services to a range of B2B partners (enterprises, telecoms, digital platforms, fintechs), which act not only as a platform amplifier but also as multiplier of customer engagement that unlocks additional customer data points and insights. 8.  A subscription-led ecosystem for merchants: the platform becomes the enabling layer for partners, merchants and other tech providers to accept payments through a wide variety of instruments, including subscription-based models that create permanent revenue and stickiness. 9.  Help merchants drive revenue growth via marketing channels: merchants sell discount deals, gift vouchers and other digital goods like tickets to platform users. 10.  Leverage a network of banks and other FS providers to expand distribution channels. 11.  First-mover integration advantage with the local ecosystem. Paytm was, for example, the first app to launch UPI Lite in India and has subsequently enabled wallet interoperability that allowed full KYC Paytm Wallets to be universally acceptable on all UPI QR codes and online merchants. Opinions: my own, Graphic source: Paytm quarterly reports Subscribe here to my newsletter: https://lnkd.in/dkqhnxdg

Securing rights to music catalogs has been a consistent business model in the industry: Buy up the hits, collect royalties for life. And it’s still a viable option. Catalog music is the most streamed online, accounting for 72.6% of total album-equivalent music consumption in 2023. But AI poses a unique threat. A lot of money made off these catalogs comes from sync licensing (background music, B-roll, or international campaigns). Using even a short snippet of a popular song can be costly. So, if you're a brand, and want something like “Bohemian Rhapsody” but don’t want to pay a fortune, AI may be able to get you 90% of the way there for next to nothing. Especially for music that’s only getting 10 seconds of air time, brands may think twice before they invest in the real deal. Of course, there will always be a difference between “sounds like” and “is.” The original work carries weight, and as long as that still matters to people, catalogs will hold value. But the economics around music are shifting. If you're investing in catalogs—or building a business around them—don't just look at historical returns. Factor in where technology is headed.

How Netflix, HBO, and Prime Are Changing the Music Industry, for Real. BUT, Can a song featured in a film or series generate income? Yes, and sometimes more than once. But only if your rights are properly managed and metadata is solid. Here’s what it takes: A) You must own or control part of the rights B) Your work must include all key metadata (ISRC, IPI, etc.) C) You must have sync licenses and be registered with a PRO or CMO >>> What revenue streams are involved? 1. Sync fee – One-time negotiated payment with studios 2. Performance royalties – From public airing of the film/show 3. Mechanical royalties – If the content is downloaded or sold 4. Streaming royalties – If the film/series is watched online >>> But how do songs get into a film or series? There are three main paths: 1. Custom-made score or commissioned music A music supervisor sends a creative and technical brief. A composer writes to the scene’s emotion and timing. 2. Music libraries or indie catalogs Platforms like Artlist, Epidemic Sound or even indie distributors allow licensed tracks to be used directly — especially when metadata is solid. 3. Curated by music supervisors or editors These professionals hunt for that perfect emotional match. Keeping your data updated with PROs and distributors increases your chances. >>> Why this matters (and why now): - In today’s streaming world, sync is not just exposure — it’s business - According to Deloitte 2024, 82% of Gen Z discovers music through UGC and video platforms - Only 23% of people find new music through streaming recommendations - Spanish and Latin American series on Netflix and Prime are helping revive indie catalogs >>> Real-life examples: - Stranger Things sent “Running Up That Hill” by Kate Bush back to the charts — 37 years later. - Euphoria made alternative tracks mainstream overnight. - Latin and Spanish-language series from Netflix and Prime helped revive indie artist catalogs with global impact. **** Sync is not just visibility. It’s revenue. But to make it work, your author rights and technical setup must be flawless. > Ana Tijoux – “1977” - Her song was featured in Breaking Bad, boosting global streams and awareness. - Originally a niche Latin hip-hop track, it reached audiences worldwide thanks to perfect sync placement. - The exposure led to tour opportunities, playlist additions, and licensing deals — all from a single TV scene. >>> If you’re an artist, composer, or music manager — sync licensing might be your most overlooked revenue stream. Ask yourself: D) Is your music properly registered? E) Are you visible in sync-ready platforms and libraries? F) Do you treat your song like an audiovisual product? In today’s entertainment ecosystem, understanding sync = understanding strategy. Let’s talk about that. #musicsync # #artistdevelopment #audiovisualstrategy #musicformedia #digitaldistribution #songwritercommunity #musiccreators

Warner Music Group and Bain Capital made a big bet on The Red Hot Chili Peppers. They allocated over 25% of a $1.2 billion fund to buy the band's recorded music catalog. The goal of the fund is to invest in iconic catalogs. The real question is this: Is Red Hot Chili Peppers’ recorded music catalog truly “iconic”? The numbers are strong. RHCP has: • Over 21 billion Spotify streams • Nearly 9 million daily Spotify streams • 7 songs with over 1 billion Spotify streams • estimated master recording revenue of about $26M per year At a price tag north of $300 million, that implies an 11.5x revenue multiple or higher. Recorded music catalogs are quite dependent on streaming. Will RHCP's big hits continue to earn every day across Spotify, YouTube, TikTok, Peloton, and what comes next? On that front, RHCP is strong. Their daily Spotify streams are similar to Queen’s. That may not be true in 10 or 20 years, but it is true today. I’d argue RHCP’s recorded music may be a stronger asset than their publishing. Publishing depends more on songwriting value, sync opportunities, cultural reputation, and whether songs become part of the broader canon. “Californication” is great. “Can’t Stop” still shows up everywhere. I heard it during the Lakers - Thunder game this week. But are RHCP's biggest songs at the cultural level of “Bohemian Rhapsody” or “Billie Jean”? Is there a future RHCP biopic, Broadway show, or similar multimedia project that reintroduces the catalog to a new generation? Time will tell. RHCP’s publishing catalog was sold in 2021 for around $140 to $150 million. That asset now belongs to Sony Music after its recent acquisition of Recognition Music. This is where the “iconic catalog” label is subjective. Some catalogs are iconic because they have once-in-a-generation cultural impact. Others are iconic because the data proves their longevity. RHCP has a touch of both. For Warner and Bain, this is a strong bet on durable daily listening, and the cash flows that come from streaming.

The truth nobody tells indie artists: catalogues aren’t just about how good the music is. They’re about how clean, structured, and monetisable the rights are. Investors don’t buy vibes, they buy cashflow and if your catalogue isn’t set up to generate income consistently, it’s not ready to work for you yet. There are five things every serious investor, publisher, or acquirer looks for: First, rights clarity. Who owns what? Is it registered with a PRO? Are the splits documented and signed? Second, metadata hygiene. Do the songs have correct ISRCs, ISWCs, and IPIs? Are they tagged, searchable, and trackable? Third, earnings history. Is the catalog generating revenue? From where? Streaming, sync, or publishing? Fourth, sync potential. Has it been licensed before? Does it have instrumental versions? Is it cleared for one-stop licensing? And fifth, deal-readiness. Are your contracts centralised and digitised? Can a buyer complete due diligence in a week instead of a month? Most artists fail at three out of five, and that is where the problem starts. Metadata, in particular, is the invisible backbone of your catalog. The Verge once called it “the biggest little problem plaguing the music industry,” estimating that billions in royalties go unclaimed every year because songs aren’t properly tagged or credited. Every ISRC, IPI, and songwriter detail is how performance rights organisations like IPRS identify and pay you. If your metadata is missing or incorrect, your song might still play everywhere, but the royalties could be going anywhere. Messy splits lead to royalty disputes. Missing metadata means lost income. No sync prep means no high-margin placements. No earnings track record means no valuation benchmark. You can’t raise capital, sell equity, or pitch your catalog if you don’t even know what you own, or worse, if you co-own something you can’t monetise. This isn’t about being perfect, it’s about being prepared. If you’re serious about turning your music into long-term value, get your house in order. Build a clean catalogue, and it becomes a business. Keep it messy, and it stays a hobby. Streams are great, but splits, syncs, and structure are what make a catalogue valuable. The next wave of music wealth isn’t going to the loudest, it’s going to the most organised. #musicbusiness #musicindustry #metadata #rights #tips #fairplay

Niche audiences aren’t small; they’re specific, and specificity sells. Chasing broad audiences in digital publishing? You might as well shout into a crowded room. While generic content attracts clicks, it rarely builds loyalty or revenue. Niche audiences, however, like urban gardeners, retro gaming enthusiasts, or indie filmmakers, crave tailored expertise. By focusing on specificity, you turn casual readers into invested communities ready to engage, subscribe, and pay. A food blog targeting gluten-free vegan bakers might have a smaller audience than a general recipe site, but its readers are 3x more likely to buy recommended products. Why? ↳Distinct needs: They seek solutions that generic content can’t provide (e.g., “How to make vegan croissants without gluten”). ↳Trust: Specialised content positions you as the go-to expert (e.g., a newsletter for indie filmmakers reviewing budget 4K cameras). ↳Monetisation leverage: Advertisers and sponsors pay premiums to reach hyper-engaged audiences. Monetising Specificity: Real-world tactics ✅ Subscription models: An example is a newsletter for urban gardeners offering seasonal planting guides and exclusive seed discounts, which saw a 200% YoY subscriber increase. ✅ Affiliate marketing: Partner with brands your niche already loves (e.g., eco-friendly potting soil for organic gardeners). ✅ Sponsored content: A podcast for remote workers secured sponsorships from ergonomic chair brands and local coffee roasters. How to build a Niche-first strategy 1. Identify the niche: Uncover gaps using surveys or social listening tools. For example, a travel publisher discovered demand for “solo female travel in Southeast Asia” via Reddit forums. 2. Develop specialised content: Solve one problem exceptionally. For example, a YouTube channel for indie filmmakers creates budget lighting tutorials with under-$100 gear. 3. Engage the community: Host live Q&As or members-only forums. For example, a sustainability blog built a 5,000-member Discord group for sharing zero-waste hacks. 4. Test monetisation channels: Offer a paid webinar or niche affiliate guide before launching subscriptions. Here are the key takeaways for publishers 💡 Specialised content builds loyalty: Readers return because they can’t find your depth elsewhere. 💡 Diversified revenue follows engagement: Micro-audiences support subscriptions, affiliates, and ads. 💡 Competitive edge: Generic publishers can’t replicate your authority in a focused niche. Specificity isn’t a limitation; it’s your monetisation superpower. Is your content strategy niche-focused? Share your wins (or lessons learned) below. #DigitalPublishing #NicheMarketing #AudienceEngagement #ContentStrategy #Monetisation 

Monetising Payments: Turning a Cost Centre into a Revenue Stream.👇 For many platforms, payments are simply a necessary back end function. But increasingly, forward thinking businesses are treating payments as a strategic revenue driver. What is payment monetisation? It is the process of earning revenue by offering integrated payment services directly to your users rather than outsourcing the experience entirely. Here is how platforms are achieving it: ✅ 1. Embedding payments within the platform. ➡️ By integrating payments directly into your product, users can transact seamlessly without being redirected to third party providers. ✅ 2. Setting your own transaction fees. ➡️ Platforms can choose to add a margin on payment services, creating a clear and transparent income stream from each transaction. ✅ 3. Introducing value added financial features. ➡️ From instant payouts to virtual cards and working capital solutions, offering financial services directly can create additional revenue opportunities and enhance user retention. Why it matters: • Boosts revenue per user • Strengthens user loyalty • Enhances the brand experience • Differentiates your platform in a competitive market If you are a platform or marketplace that handles transactions, the opportunity to monetise payments may be closer than you think.

The music industry is shifting (again) … For decades, labels and publishers were chasing the next big hit or the next rising star. Today? The real race is for 𝐜𝐚𝐭𝐚𝐥𝐨𝐠𝐬. - In France, catalog streams now account for 60% of paid audio streaming (SNEP / Billboard France). - In the US, catalog listening grew twice as fast as new releases (Luminate via Billboard). - Billions are being poured into acquisitions — from Queen to Michael Jackson to publishing portfolios (MIDiA Research). The truth is: 𝒄𝒂𝒕𝒂𝒍𝒐𝒈 𝒉𝒂𝒔 𝒂𝒍𝒘𝒂𝒚𝒔 𝒃𝒆𝒆𝒏 𝒕𝒉𝒆 𝒇𝒊𝒏𝒂𝒏𝒄𝒊𝒂𝒍 𝒆𝒏𝒈𝒊𝒏𝒆 𝒐𝒇 𝒕𝒉𝒊𝒔 𝒊𝒏𝒅𝒖𝒔𝒕𝒓𝒚. But for years, it was neglected in terms of resources and strategy. (I’ve seen it firsthand during my time working in a back catalogue team.) That perception is changing. Older tracks are being pushed back into the spotlight by trends, syncs, and nostalgia. And let’s be honest: even the Backstreet Boys are “back catalogue” now (sorry to say it, but "I Want It That Way" is already decades old!). The benefit? The development investment was already made years ago. Today, catalogs deliver high-margin profits with minimal new costs. With streaming, they generate recurring long-term revenues, which in turn can finance the development of new talent. This doesn’t mean new talent doesn’t matter, but it shows where investors, majors, and even artists (Taylor Swift included) see long-term value. The industry is moving from a hit-driven gamble to a catalog-driven strategy. And that shift is reshaping everything: from marketing priorities to investment models. What do you think this means for the discovery and support of tomorrow’s artists? #MusicIndustry #Streaming #Strategy #Catalog #MusicBusiness

When does active management beat passive ownership? Private equity and passive investors are pushing up multiples, treating music catalogs like bonds. But here’s the reality: A catalog without active management can be a depreciating asset. I have seen companies put in offers at 19x for master's because they believe they can increase the value of the catalog through active management. This means passive investors could be leaving money on the table (unless they have great label and pub partners). Problem: More investors are treating music catalogs as set-it-and-forget-it assets: ✅ Buy at 10-20x NPS ✅ Sit back and collect royalties ✅ Hope streaming growth offsets decay But here’s what they don’t account for: • Decay curves can erode income fast especially for newer catalogs • Sync deals don’t happen on autopilot—you need active pitching • Platform reliance is dangerous—TikTok virality today doesn’t guarantee royalties tomorrow A poorly managed catalog can underperform expectations, leaving money on the table. Here’s what happens when a passive vs. active manager takes control of the same catalog: 📉 Passive Approach: • Collect royalties but don’t optimize revenue streams • No active pitching for sync or licensing deals • No strategic re-releases or collaborations to extend song life • Result? Revenue is lost 🚀 Active Management Approach: • Directly pitches songs for movies, commercials, and video games • Reissues catalog through anniversary editions, remixes, and strategic marketing • Finds new licensing partners in non-traditional markets (e.g., gaming, sports leagues) • Monetizes international growth, especially in emerging streaming markets • Keeps songs relevant and increases longevity of the catalog's lifecycle If you own or invest in music catalogs, here’s how to actively maximize value: ✅ Hire a sync and licensing team (don’t rely on inbound requests) ✅ Analyze your top-performing songs and build relaunch strategies ✅ Leverage collaborations and remixes to bring old songs back to life ✅ Negotiate better royalty collection strategies across international markets I have seen catalogs increase revenue by over 700% many years after the song was released. This is not by accident. These are planned and well executed strategies. For some of the most interesting case studies leave a comment with "Case Study" and I will send you a list of strategies that have worked. #MusicBusiness #CatalogManagement #Royalties #MusicInvesting