Pex Acquires Dubset To Expand Multi-Platform ContentID and Social Media Shudders
Pex has acquired Dubset in a deal reported to be worth between $25 and $50 million that creates an independent cross-platform YouTube ID on steroids.
Labels, artists and other rightsholders can now track and demand payment for use in audio and video content across 38 social media and user-generated content platforms.
Artists, Labels Can Finally Get Paid For Previously Untrackable Social Media Use
Dubset has licensed 45 million tracks from over 50,000 rightsholders for its platform which scans samples and mixes to ensure proper attribution and compensation.
Pex has identified and tracked 6 billion hours of audio and video from 20 billion videos and songs used on Facebook, Instagram, TikTok, YouTube, VK, Vimeo, Twitch, Twitter and more than two dozen other services.
The combined companies “will immediately expand rights holders’ abilities to locate, protect, and monetize use of their catalog within any form of music or video currently being shared on any of the world’s largest UGC and social media sites,” according to Bob Barbiere, formerly of Dubset, now SVP Digital Rights at Pex.
“Dubset is a company we’ve been interested in for some time,” notes Rasty Turek, founder and CEO of Pex. “There are very few companies in the music business that have successfully licensed as much catalog as Dubset, and the music rights database they’ve built is massive and rare. Our technology’s scale and speed enables broad market access by all rights holders to our rights management and analytics services, built on top of the 20 billion video and audio files in our indexed database. We feel this will prove to be a game-changing combination.”
Attribution Engine Launches
Pex has also announced a class copyright compliance solution Attribution Engine which identifies, licenses, and administers royalties.
Platforms can “plug in” Attribution Engine to mitigate copyright liability, meeting or exceeding all requirements contained within Article 17 of the new EU Copyright Directive, which will help close the value gap between content creators and platforms.