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Streaming
Music Streaming Services Call On National Assembly of Québec to Forego French-Language Quotas
The Digital Media Association (DiMA), the trade organization and lobby group that represents Spotify, Amazon, YouTube, Apple Music and more, is pushing back against Bill 109, which would ensure French-language content is prioritized on digital platforms.
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Music streamers are speaking out against new French language music streaming legislation.
The Digital Media Association (DiMA), the trade association and lobby group that represents platforms including Spotify, Apple Music and Amazon Music, has raised concerns about Bill 109, a proposed new law that would ensure French-language content is prioritized by digital platforms operating in the province.
Bill 109, titled An Act to affirm the cultural sovereignty of Quebec and to enact the Act respecting the discoverability of French-language cultural content in the digital environment, was introduced in May by Québec’s Culture Minister Mathieu Lacombe.
If passed, the act would “enshrine the right to discoverability of and access to original French language cultural content” into Québec's Charter of Human Rights and Freedoms, and allow the province’s government to mandate “the quantity or proportion of original French-language cultural content that must be offered by digital platforms.”
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The bill states that the Quebec government has to establish content quotas on how much music needs to be produced or featured on these platforms, although no numbers were specified. All platforms would be required to register with Lacombe.
According to DiMA, the major streaming services don’t want any new discoverability requirements and French language quotas.
In a submission to the Committee on Culture and Education in the Québec National Assembly, the music association writes that “mandating quotas and the discoverability of certain tracks or types of tracks risks altering the business model that has made streaming so attractive and has delivered vital revenues to artists and the music industry.”
The organization fears that if there is government intervention, it will affect how the streaming services operate, and “degrade the user experience,” which may limit the flow of revenue to Francophone artists and rightsholders.
Additionally, DiMA raises logistical issues with the government's implementation of content quotas.
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In an example, for a streaming service to identify and prioritize certain artists or tracks, an industry agreement would need to enforce what “counts as Québécois or French-language” music content, with platforms relying on labels and distributors to correctly identify.
DiMA highlights that the key to ensuring both parties are satisfied is prioritizing the ultimate objective — to promote the language and culture of Québec.
“We believe the most effective path forward is one focused on listener choice, not constraint. Québec artists and Francophone music are thriving on streaming services today because audiences are empowered to find and listen to music organically,” says Graham Davies, DIMA’s president and CEO.
“By working together – combining the government’s cultural vision with the streaming services’ reach, expertise and innovation – we believe Francophone and music of Québec can continue to thrive both at home and on the global stage.”
While Quebec is pushing discoverability of French-language music, the online platforms are pushing back against the cross-country “streaming tax battle,” pushing against the Canadian Radio-television and Telecommunications Commission (CRTC)'s now-paused plan to requires major foreign streaming companies to invest 5% of their income to support Canadian content.
DiMA has led a campaign called "Stop The Streaming Tax," which some in the music industry have called "disingenuous." Services like Spotify, meanwhile, have been touting the success of francophone music on its platform.
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