Trust & Safety in 2024: Judy Tint, Kristen Johns, MC Teissedre-Grunitzky & Michael Pelczynski

In January 2024, Downtown ran the music industry's first-ever event dedicated to Trust & Safety. Organized in partnership with Music Biz, the Trust & Safety in Music Symposium featured experts from all corners of the music industry, who analyzed the historical issues of trust and safety and how they now affect the modern music industry.

As part of a limited series on Trust & Safety, the Downtown Journal invited the experts to give their opinions on the past and present issues facing the industry and how events like the Trust & Safety in Music Symposium can change the future of the music sector.

Next we welcome:

Judy Tint (Clinical Associate Professor of Music Business, NYU Steinhardt)
Kristen Johns (Chief Legal Officer, The MLC)
MC Teissedre-Grunitzky (SVP of Revenue Strategy and Operations, Pex)
Michael Pelczynski (Principal Advisor & Founder, Forms + Shapes)

1. What is your biggest Trust & Safety takeaway from 2023?

Judy:
The industry is changing so radically, and so rapidly, that it is essential for all stakeholders – even those who are sometimes on opposite sides of the table – to work together to combat fraud and digital theft. Particularly as AI develops and spreads, the stakes are higher than ever, and we need “all hands on deck” to collaborate and cooperate for the greater good.

Kristen:
A significant takeaway regarding trust and safety from the last year is the industry's collective potential and enthusiasm to combat fraud effectively. I am encouraged by the conversations that took place during the inaugural Trust & Safety in Music Symposium. Emerging technologies and processes designed over the past year to counteract fraud and fortify the security of data in our industry are not only promising, but also instill a sense of anticipation for the transformative strides ahead as we make progress to combat fraud. I am excited to see what the future holds with trust and safety at the forefront.

MC:
Fraud is starting to be taken more seriously by the music industry and streaming platforms, but music rights holders and platforms still have a lot to learn. There are different types of fraud and the industry wants to work together to find solutions, but we have to be clear about which technology can actually help each type of fraud and to what degree. Streaming manipulation is one thing, but what about modified audio and AI-generated or edited content? There are many unknowns around voice and AI identification and what they are capable of today vs in the future.

Michael:
Anyone selling, acquiring or managing catalogs should seek a 'trusted' reputational certification for catalogs of interest, your future licensing efforts will thank you for it.

Additionally, I would emphasize there is no such thing as a 'zero-sum game' when we are dealing with 'enterprise' fraud, we all lose, especially platforms that have a monetized interest in creators.

Ultimately, the economic 'Robin Hood' effect for the music industry starts here, we need to fix enterprise fraud first.

2. Regarding fraud, how can the industry make the most significant impact in 2023?

Judy:
As noted above… all players – artists, songwriters, entrepreneurs, labels, music publishers, streaming services and other industry players – need to be willing to look beyond their historic differences and rivalries. For all its benefits, technology (particularly AI) has created landmines across all sectors of the industry, and only by sharing resources and solutions will it be possible to try and slay the dragons facing us.

Kristen:
Through collaborative efforts and proactive engagement, we have the collective power to make a substantial impact. Recognizing that addressing trust and safety concerns requires a unified approach, no single individual or entity can single-handedly tackle these issues. At The MLC, transparency stands as a foundational principle guiding our organization. This commitment to transparency serves as the cornerstone for fostering initiatives aimed at preserving trust. By upholding transparency, we not only set a standard for accountability but also create an environment conducive to collaboration to safeguard the integrity of the industry.

MC:
2024 should focus on leveraging technology to support fraud efforts and understanding the difference between what technology is good enough and what is actually possible. The tech to solve these issues is not new, but it has evolved in ways that not many artists or companies are necessarily aware of. Advanced content identification is possible and needs to be leveraged by everyone using or making music to collect all royalties owed. Music rightsholders and platforms should work together to get it right.

Michael:
Conventional KYC, QC processes and mitigation are helpful, but adopting new streaming models is fundamental to change.

3. Why are events like the Trust & Safety Symposium important?

Judy:
Zoom, email, and other forms of electronic communication are essential tools, but nothing can take the place of in-person conversation, particularly with respect to such highly sensitive and provocative issues. To quote one of my favorite Billy Joel songs, “It’s always been a matter of trust.”

Kristen:
These events can act as catalysts for initiating transformative changes within the industry. By cultivating an environment conducive to dialogue and collaboration, we propel the music industry forward to effectively take on the evolving challenges that lie ahead.

MC:
Having a forum for people to share their unique knowledge and experiences makes all the difference. It allows us to learn what gaps there are in tools and how to innovate to not just solve today’s problems, but also anticipate future ones.

Michael:
With divided efforts, the financial and operational cost of combating fraud will be more expensive for the music industry than for the collaborative fraudster communities.
Coalitions got us here, now we need a consortium. Events like the T&S symposium made it very clear and positively evident that we're all finally in the same room to make this a reality. (deeper dive into this topic here)

Read the first article in the series here and more about the industry's first Trust & Safety Symposium here.