Apple Music paie aux ayants droit un cent par stream (0,01 $), révèle le service dans une « lettre aux artistes » accessible depuis le tableau de bord en ligne destiné aux labels et aux éditeurs. Ça parait peu, mais il faut savoir qu'en face, Spotify verse en moyenne entre un tiers et la moitié d'un cent par stream.

Bien sûr, en volume Spotify paie davantage avec ses 345 millions d'utilisateurs (dont 155 millions d'abonnés payants), alors que le dernier chiffre connu pour Apple Music, qui remonte à juin 2019, est de 60 millions. Toutefois, en valeur le service de streaming d'Apple est donc plus généreux.

Dans le courrier, Apple veut se mettre les artistes dans la poche : « Nous croyons qu'il faut payer chaque créateur au même taux, que chaque lecture d'un morceau a une valeur, et que les créateurs ne devraient pas avoir à payer pour promouvoir [leur musique] ». La Pomme préfère gérer seule les mises en avant éditoriales sur Apple Music¹.

Les artistes ne sont pas directement payés par les plateformes de streaming : ces dernières versent les sous aux détenteurs des droits, ce qui inclut les maisons de disques, les éditeurs et les distributeurs. La part dédiée à l'interprète et au compositeur est un pourcentage de cette somme négociée avec tous les ayants droit.

Autre chiffre intéressant : 52% du total d'un abonnement Apple Music — soit 52 cents pour chaque dollar ou euro — part dans la poche des maisons de disques. Chez Spotify, le taux est assez proche, il oscille entre 50 et 53 cents en fonction des accords entre le service et les labels.

Mise à jour — Voici la lettre envoyée par Apple aux ayants droit (vue 9to5Mac) :

We believe in the value of music and paying creators fairly for their work. Since we launched the iTunes Store in 2003, we have helped millions of artists and songwriters make a living from music. As the discussion about streaming royalties continues, we believe it is important to share our values. We believe in paying every creator the same rate, that a play has a value, and that creators should never have to pay for featuring.

We pay the same 52% headline rate to all labels.

While other services pay some independent labels a substantially lower rate than they pay major labels, we pay the same headline rate to all labels. This means artists can distribute music however they like, knowing Apple Music will pay the same rate. Sign with a label or stay independent; we believe in the value of all music.

We pay the same headline rate for all compositions.

Without songwriters, there wouldn’t be recordings. That is why we have paid every publisher and licensor the same headline rate within each country. It’s also why we have invested millions to optimize publishing operations to ensure songwriters are paid as quickly as possible.

Our average per play rate is $0.01.

While royalties from streaming services are calculated on a stream share basis, a play still has a value. This value varies by subscription plan and country but averaged $0.01 for Apple Music individual paid plans in 2020. This includes label and publisher royalties.

We do not pay a lower royalty rate in exchange for featuring.

Apple Music’s team of global tastemakers hand-curate 30,000 editorial playlists. These tastemakers select music based on merit and we do not ask anyone to accept a lower royalty rate in exchange for featuring. The same is true for Apple Music’s personalized playlists and algorithmic recommendations.

As a result of our commitment to these values, Apple Music paid out royalties for more than 5 million recording artists around the world in 2020, over 1 million more than in 2019. The number of recording artists whose catalogs generated recording and publishing royalties over $1 million per year increased over 120% since 2017, while the number of recording artists whose catalogs generated over $50,000 per year has more than doubled.

Like others, we have looked at alternative royalty models. Our analysis has shown that they would result in a limited redistribution of royalties with a varied impact to artists. Per play rates would cease to be the same for every play of a song. But more importantly, the changes would not increase what all creators earn from streaming. Instead, these changes would shift royalties towards a small number of labels while providing less transparency to creators everywhere.

At Apple Music, our focus remains on artists and songwriters and finding new and innovative ways for all creators to make a living from music. With Apple Music, music fans around the world enjoy an uninterrupted ad-free experience while knowing their data is kept private and used only to enhance the overall music experience for them.