Eric Mackay of Imbr and Confessions Music on Knowing Your Value

Musicians: Never give away more than you should

Eric is a music industry executive and entrepreneur with 25 years of experience. He founded both Imbr, a global songwriter rights administration platform, and Confessions Music Publishing. Previously, at Warner Chappell Music, he led digital initiatives that maximized songwriter value. During a tenure at Vevo, he shaped international video strategy. Early in his career, he was part of the management team for Atomic Kitten.

We spent two minutes with Eric to learn more about his background, his creative inspirations and recent work he’s admired. 

Eric, tell us …

Where you grew up, and where you live now.

I was born in Scotland, on the outskirts of Glasgow in a pretty rough part of the country. But I moved around a lot as a kid, so I consider Brighton, Liverpool and London as playing important roles in my formative years. For the past six years, I’ve lived in Los Angeles.

Your earliest musical memory.

My mum and dad used to own a bed and breakfast in Blackpool, and mum was making breakfast one morning for the guests, with the radio playing. I was sitting on the counter, and she was singing “Calling Occupants” by The Carpenters. There aren’t many memories I have from that time, but that one is firmly emblazoned in my mind.

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Your favorite bands/musicians today.

The artists on constant rotation would be CHVRCHES, Tove Lo, Kacey Musgraves, BLACKPINK, Lady A and—the token solo male artist—Aaron Watson. In terms of the albums I’m listening to the most, they would be: Rosé’s Rosie, Kassi Ashtonn’s Made From the Dirt and Lauren Mayberry’s Vicious Creature. And I’ve been revisiting American Soul by Aaron Watson, too.

One of your favorite projects you’ve ever worked on.

The first ever multi-territory collection society deal with Spotify, which allowed them to launch outside of Sweden. It changed the shape of the music industry altogether.

A recent project you’re proud of.

I recently published a book called 12 Steps to Successful Leadership. It brings together the things I’ve learned on my journey with sobriety and applies them in the workplace to give anyone the tools to become more present, supportive and emotionally intelligent leaders.

One thing about how the music world is evolving that you’re excited about.

I was looking at an AI tool the other day that analyzes a demo and automatically masters the track to create the best-sounding final version. If people can use these tools as a complement to their creative output, in the way Pro Tools was a complement to the recording studio process, I think we’re about to enter a new era of creativity.

Someone else’s work, in music or beyond, that you admired lately.

The team at the Music Venue Trust in the U.K. deserve the biggest standing ovation for their recent achievement in getting a levy applied to arena show ticket sales to help support grassroots music. This is just an incredible feat. I know how hard it is to get any kind of legislative action in support of the creative industries. Their determination to fight for the rights of others who are struggling should be an inspiration to everyone.

A book, movie, TV show or podcast you recently found inspiring.

One of the most recent things I was blown away by was Gia Coppola movie starring Pamela Anderson, The Last Showgirl. It feels at times like a love-letter to the Las Vegas of old. But on a character basis, it tackles so many emotions around relevance, connection and inspiration.  

An artist you admire outside the world of music.

Bruce Weber and Keith Haring. They both have the ability to stop me in my tracks with an image. That’s powerful!

Your favorite fictional character.

Karen Walker from Will & Grace. Megan Mullally is exceptional in everything she does, but her comedic timing and deadpan delivery make me fall in love with this character. Just to be clear though, she is not an inspiration for how to behave in the workplace!

How musicians should approach working with brands.

Know your value and make sure to understand the details of the contracts, so you’re not giving away more than you should. It’s a brand’s job to get as much from you for as little money as possible. So, make sure you’re happy with the trade. Never forget that the relationship goes both ways.

How brands should approach working with musicians.

Don’t forget that there are multiple rights at play. Just because you have a musician for an ad campaign, that doesn’t mean you have the rights to the music. If you don’t come to the table with reasonable proposals for the value of the music, then you might not get the finished product you want. Also, the songwriters aren’t necessarily the same as the artists, so they aren’t incentivized to give something away just because you’ve done a deal with the artist. Their value comes from the use of the song, plain and simple.

A mentor who helped you navigate the industry.

Jon Platt, who is now the CEO of Sony Music Publishing, but was my boss when I was at Warner Chappell. He changed my life. He believed in me in a way that was so inspiring and motivating. I wouldn’t be where I am today if it hadn’t been for him. He is such an incredible example of someone who leads with passion and compassion.  

What you’d be doing if you weren’t in the music business.

Sometimes I feel like this is the only thing I know how to do, and I love every minute of it. But if I was to follow one of my passions outside of work, I’d either be a photographer or a baker.