– Without collective management, we are all weaker

Despite good growth in both members and revenue, there has been unrest recently. Some have announced a transition to sister societies, while others have threatened to do so immediately. There have been media reports about a possible lawsuit, because some believe the transition to a new distribution model for background music (for which we do not have data) has been too slow. At the same time, others believe that the changes have happened too quickly.

When criticism points in two completely different directions at the same time, it is a good illustration of the challenges TONO faces.

– NOT ALL CLAIMS IN THE PUBLIC ARE TRUE

Our business is complex, and not necessarily easy to understand. TONO manages large assets on behalf of many, and must balance various considerations within the framework of the law. Not all information, such as personally sensitive information, can be shared openly, and not all claims in the public domain are correct.

Nevertheless, decisions must be made and implemented. We are in the midst of a necessary restructuring that is about ensuring that TONO continues to deliver precisely, efficiently and with confidence. The fact that we have existed for almost 100 years is no guarantee for the next 100.

The alternative is also not given.

It is entirely possible that commercial players could take their place, but these will probably prioritize the most profitable, both for authors and customers. The great breadth and security of management of everyone's rights as authors of musical works will be at risk.

In the future, this could paradoxically also have consequences for those with the largest turnover.

WHEN WE STAND TOGETHER WE ARE STRONGER – FOR EVERYONE

Copyright, which has protected creators for centuries and is one of the UN's human rights, is currently under extreme pressure. In dealing with authorities and other premise providers, TONO stands very strongly. We represent over 45,000 members and a world repertoire, on a non-profit basis. This gives it weight – both in the market and in the work on framework conditions.

TONO is a cooperative. This means that we are democratically governed by the community, not by the largest owners. This is a strength, but it also requires that the members take responsibility for the company. Otherwise, we are in danger of losing TONO, at least in the form we know it today.

There is little evidence that moving management to other companies is more cost-effective. Most are built on the same principles as TONO, and also make similar deductions for cultural funds. TONO deducts up to 8 percent for scholarships and national music and cultural purposes, funds that are reinvested in the Norwegian music scene for the benefit of the rights holders.

This is a clear contrast to commercial players, which are created to generate returns for their owners. It is possible to imagine that a privately owned company came in and wanted to do the job TONO does today, but I feel pretty sure that a Sam Altman (CEO of OpenAI) or Daniel Ek (CEO of Spotify) would not have earmarked 8 percent for scholarships and music life. On the other hand, all logic would indicate that they want to make money for their shareholders. The question is therefore not just what is profitable now, but what system we want to be a part of in the future.

For me, the answer is simple: Without strong, collective management, we are all weaker.

I hope everyone is well-informed about the issues to be discussed at the annual meeting, and thinks carefully – and responsibly – before voting.

We are a cooperative. Therefore, our task is to make our company – TONO – better. And we have to do it together.

Welcome to the annual meeting.