Liv Music CEO Warns Stores About Music Lawsuits

Addressing Copyright Challenges in the Music Industry

Liv Music, a company that aims to simplify the process of music licensing for businesses, is leading the charge in addressing long-standing issues in the music industry. The CEO of Liv Music, Choi Kwang-ho, has emphasized the need for a more user-friendly and transparent system that benefits both music users and rights holders.

Choi highlighted that current regulations require businesses such as coffee shops and gyms to pay multiple fees—both subscription charges to music platforms and separate public performance fees to copyright holders. This has led to confusion among business owners, who often face legal disputes over these payments. The regulation, which was implemented in 2018, has been criticized for its complexity and the emotional burden it places on store operators.

A New Approach to Music Licensing

Choi believes that the existing system, which focuses heavily on legal obligations, fails to consider the perspective of the users. He argues that a shift in approach is necessary to gain the cooperation of store owners. “Store owners say it’s not about the amount of money but the emotional blow of receiving a content-certified mail demanding payment of performance fees,” he said. “If the law is enforced without offering alternatives, owners cannot accept it. We need to approach it as a service concept that users can agree with.”

Liv Music has taken steps to address this issue by launching a new service called "Heal Music," designed specifically for gyms. This service combines music usage with performance fee payments into one package, making the process more convenient for users. Choi also mentioned the potential for creating additional value through features like a “store music chart” based on the KMCA’s Circle Chart system.

Expanding the K-Pop Market

Choi emphasized that the goal of Liv Music is to create a system that allows music users to enjoy freedom while ensuring that rights holders receive higher revenue. He believes that when users and rights holders can coexist harmoniously, it leads to market growth. “If music users and rights holders can coexist, that can lead to market growth,” he stated.

The company’s efforts are also aligned with broader goals of expanding the K-pop market. With the recent surge of interest in K-pop driven by the Netflix animated film "K-pop demon hunters," Choi sees both opportunities and challenges ahead. While the film was not produced in Korea, it has sparked global interest in K-pop, indicating a growing international audience.

Navigating the Future of the K-Pop Industry

Choi, who also serves as the secretary-general of the Korea Music Content Association (KMCA), has been a key figure in shaping music industry policies for over two decades. His experience includes overseeing the creation of the Circle Chart, which has become an essential tool for tracking music popularity in South Korea.

He pointed out that the K-pop market is evolving rapidly, with competition shifting from domestic giants like Hybe, SM, and YG to a more global stage. “Going forward, it could become a global competition,” he said. To keep up with this change, Choi stressed the importance of government support, including tax incentives for music content production.

The Need for Policy Reform

Choi also called for a reevaluation of current policies that focus too much on regulation rather than fostering innovation and growth. “In a rapidly changing market, it is important for the government to decide whether its current regulation-centered policy is really the right approach,” he said. He believes that the industry needs a more flexible and forward-thinking strategy to remain competitive on the global stage.

By offering a more efficient and user-friendly system, Liv Music is positioning itself as a key player in the future of music licensing. As the K-pop industry continues to expand, the role of companies like Liv Music will be crucial in ensuring that both creators and consumers benefit from a fair and sustainable ecosystem.