August 4, 2021

VEVA Sound launches ‘Credits Are Cool’ artist campaign focused on merchandising –

Right Said Fred, Hailey Steele and The Young Fables have launched custom products through VEVA Sound’s Credits Are Cool campaign. Photo credit: VEVA Sound

VEVA Sound has long highlighted the key role that metadata and credits play in the streaming music landscape. Now, to raise awareness of the importance of accreditation and to help artists unlock a new source of income, the creators of VEVA Collect have launched a campaign entitled ‘The credits are great. «

For many, it’s nostalgic to count down the notes on an LP or slide the eight-page jeweler insert from a CD to learn all about how and who made an album. In the digital world, how do you recapture this glimpse into the collaborative nature of the music industry?

Fans of Taylor Swift’s “Look What You Made Me Do” may be interested to know that it was co-written by Fred and Richard Fairbrass, better known as Right Said Fred, who wrote and released “I’m Too Sexy” in 1992. And Roger Taylor, an original member and drummer for Queen, produced, designed and performed singer-songwriter Sonia Leigh’s “1978 December,” which was released on the 2011 studio album of the same name.

The VEVA team, who create products like VEVA Collect with creators in mind, believe this idea of ​​the beginning of a song is cool enough to engage fans in the real world. To test the theory and underscore the inherent value of credits, they launched the Credits Are Cool campaign. The company’s superiors are currently partnering with freelance artists and writers in the effort, which involves creating limited-edition custom t-shirts and sweatshirts with artwork and song credits.

Artists can choose the song from their merchandise and donate part (or all) of the proceeds to charity, and VEVA Sound takes care of manufacturing the full-color clothing, processing orders, and delivering the items to customers. . Participants only pay a portion of the equipment sales price to VEVA, without having to worry about upfront costs or financial risk.

Acts including Right Said Fred, Sam Tinnesz, Wendy Moten, Sonia Leigh, Hailey Steele, and Tayla Lynn (granddaughter of country music legend Loretta Lynn) have already made custom products available to fans through Credits Are Cool, And as mentioned, VEVA intends to partner with other acts during the second half of 2021.

“The industry talks a lot about credits: why they are important and how they are useful. But we think it’s great to know more about a song than the main artist. If you’re a fan of a song, it’s great to know who made the beat or who played the guitar, and our role at VEVA is to provide cool solutions to these creators so their work can be seen, heard, and paid for. ”Said Deborah Fairchild, president of VEVA Sound.

Since the launch of the campaign last week, the team theory seems to have proven correct: credits are interesting enough to attract an artist’s fanbase and generate new income. Customers from all over the world have ordered the merchandising.

Beyond direct fan engagement, another campaign goal is to raise awareness of the value of credits to individual creators’ careers and portfolios. In one of several notable examples of the cheating associated with poor (or missing) credits, the AFM & SAG-AFTRA Fund agreed last year to distribute $ 46 million in unpaid royalties to background vocalists and session musicians. Similarly, the Mechanical Licensing Collective ingested a staggering $ 424 million in unpaid royalties from DSP in February of this year.

And despite the huge sums involved, these and other unpaid royalty tranches consist of many modest payments that failed to reach the hardworking creators. Songwriters, background vocalists, session musicians, producers, engineers, and various professionals who have a hand in artists’ hit songs, as well as their broader professional hits, are missing out on the recognition and compensation they are given. should.

In short, a comprehensive awareness of accreditation will ensure that taxpayers (approximately 95 percent of whom are not accredited on at least one project) get the financial and professional benefits to which their work entitles them, particularly since the credits Easily verifiable are the foundation upon which effective resumes are built.

As the above-noted $ 500 million in unpaid royalties from songwriters, background vocalists, and session musicians demonstrate, the contemporary music industry’s accreditation problems are considerable.

And while the scope of the problem prevents the implementation of an overnight solution, valuable technologies from companies like VEVA have the potential to make accreditation oversights (and related missing payments and professional recognition) problems. From the past.

For now, it’s all about raising awareness through campaigns like Credits Are Cool so that tomorrow’s creators and behind-the-scenes experts can spend less time tracking royalties and more time doing what they love.

Merch for Credits Are Cool, a registered trademark of VEVA Sound, is available at