James Donio, the president of the Music Business Association, made a passionate plea for a better understanding between the creative and the tech communities to ensure "the future of the business of music".

Speaking at the organisation’s Music Biz 2016 convention in Nashville on May 17 during the event's Awards Breakfast, Donio said that "innovation, whether technological or cultural, is one of America’s greatest contributions to the world" and that "in the weeks and months ahead, the debate will rage on between music creators and technology innovators, about the continued evolution of our business, and the implications for both. There will be compelling arguments about the rules of the road that were created when the business was obviously in a very different place than it is today, and the need to update them.

Donio made parallels between the act of creating a song, which is "nothing short of pure magic," and technology innovations that "bring their own kind of magic." He added, "So, some could assert there are clear parallels between the artistry of songwriting, and the innovation of technology. When they come together, more fans can discover and enjoy more music in more ways than ever."

For Donio, "creators unequivocally must have the chance to shine and must be rewarded fairly. But, we also have to be realistic about how technological disruption brings worthwhile changes to business that must be supported to thrive."

Songwriters and creators with the new business ideas must find "common ground and making it work" as for Donio, this is "our only realistic and sensible path forward." He invited both parties to " truly value what each partner brings to the table" despite "the differences in perspective."

"I know this won’t be easy, he said. "And I know we can do that. Each role is critical in ensuring the future of the business of music." 

Donio also invited the music community to stand as "a positive force" in "promoting understanding," referring to the recent debates in the United States about "the new State laws that allow various kinds of discrimination against people for who they are, how they live, who they love, or what they believe -- and that are being considered in far too many other states." Donio said that as a gay man, he might not be delivering his speech if these laws were in place when he was building his career.

He said, "Fortunately, I had some strong and enlightened advocates who guided and fostered my journey so I could have the chance to be where I am today. My fervent hope is that the journeys of those in the worldwide LGBT family can receive that same acceptance and encouragement, in the face of extremely troubling judgment and narrow-mindedness that I feel simply cannot be allowed to prevail."

Donio added that when Music Biz was planning the event in Nashville in 2015 and 2016, "there were no legislative issues with the state of Tennessee. Even though that has changed, and not for the good, we’re here because this convention provides a perfect forum to highlight how music serves as a unifying force around the world. It brings people together, regardless of who they are. Our industry stands as a positive force for promoting understanding."

He concluded: "We can influence people and we can make a difference.  I know our industry can provide an inspiring soundtrack that highlights and celebrates diversity."

The Music Business Association regroups physical and digital retailers, including Pandora, Spotify and 7digital.

Music Biz 2016 continues until May 19.

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