The Orchard CEO Brad Navin Explains Mechanics of New Partnership With Sony/ATV; the Secret of BTS’ Success

are confident the partnership they announced earlier this month adds a meaningful new option to the marketplace.

“It’s really about bolstering service options for The Orchard, not only for them to provide distribution and artist services at the level that they do, but they can now seamlessly provide their clients publishing as well through Sony/ATV,” says Greg Prata, the publisher’s EVP of finance and corporate strategy. “Our IT and admin teams have spent a lot of time and effort behind the scenes, working through processes where the publishing royalties will show up on Orchard client dashboards.

Now Chilean rapper Harry Nach, rappers G Hebro and Kiddtetoon, and indie popper Summer Salt have become the first artists to sign on for The Orchard’s Sony/ATV option. Metal label Unique Leader also opted for the publishing administration option. “You could say that about a big portion of some Latin superstars right now and you could say that about a big portion of hip-hop stars right now who have sort of thrown off all the norms, radio be damned, album cycles be damned, whatever it might be, I’m playing to the fans. I’m going to drop a single just because it’s a Tuesday. I’m going to do this just because it’s what the fans want and that’s what BTS has done.

And of transparency, Navin boasts, “We’ve had it for more than a decade on the recorded music side; Kobalt always touted their transparency from the pub admin side. You can marry those things now and someone can see all activity across revenue streams, efficiently, conveniently, on-the-fly in real-time. That’s where the artist is today, by the way. These kids are built with a phone in their hand.

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