By Jenny Gome, Director - General Licensing

Strong relationships with music users deliver results
For many years, APRA felt that the rates for background music undervalued the benefits of using music. In November 2001 APRA began reviewing the rates it charged under its Background Music Licence Scheme and undertook local research to investigate the benefits of using background music. The research showed that music had an impact on the perception of atmosphere and image, could impact customer mix, attract customers, influence customer behaviour, entertain employees and increase turnover.

Over the past three years, APRA has met with peak industry associations to discuss a new proposed licence scheme for the public performance of Background Music. With a strong emphasis on negotiation and consultation, APRA successfully implemented new licence schemes for fitness centres, hotels, motels, bars, clubs and restaurants.

The success of APRA’s tariff review is a testament to the strong, networking relationships we have with the Associations that represent music users such as – Australian Hotels Association, Fitness Australia, Clubs Australia, and Restaurant & Catering Australia.

We have been able to approach them to negotiate the new licence scheme and they feel comfortable raising issues with us on behalf of their members. The two-way flow of communications has been integral to the success of the project.

The rollout of the new licence schemes commenced on 1 January 2006. Over the past twelve months, the re-licensing of over 8,000 music users in the fitness and hospitality industries has proceeded smoothly and delivered outstanding results with a response rate of close to 80% in each sector.

Welcome to Sam Cooke - New Theatrical Licensing Representative
Sam Cooke has recently taken up the position of Theatrical Licensing Representative at APRA. Sam has been with APRA since 2001 and was previously working as Licensing Co-ordinator - National Concerts and Events. Sam's background is in music, as both a performer and composer. She has been involved in theatrical productions as a flautist for 15 years, and has an extensive knowledge of repertoire from classical to current. Sam is looking forward to taking on the challenges of Dramatic Context, and building ongoing relationships with clients and publishers. Contact Sam on scooke@apra.com.au or on (03) 9426 5200.