‘Songwriters deserve a higher share’: new Imro boss Seán Donegan on streaming and AI

Seán Donegan is set to become the next chief executive of the Irish Music Rights Organisation (Imro) in July, stepping into a role marked by rapid expansion and evolving challenges in music rights management. His progression to the top position follows a career rooted deeply in music and the business of music rights, reflecting a blend of personal passion and professional acumen.

Donegan's journey in music began in his youth in Dublin, inspired by early experiences such as winning an acoustic guitar on a children’s TV show. His formative years involved active participation in local traditional music sessions and playing in rock bands, which laid the foundation for his understanding of artists’ needs. After studying music technology at Ballyfermot College, Donegan gained hands-on experience performing in Dublin venues, subsequently leveraging this practical background when he joined Imro in 2008.

Initially hired as a live music licensing officer, Donegan quickly realized the complexity of the rights management sector, leading him to further his education with a master’s in strategic management and qualifications in chartered management accounting. These credentials supported his ascent within the industry, including roles at Sony Music and the Irish Copyright Licensing Agency, before returning to Imro in 2014 to oversee broadcast and online licensing.

During his tenure, Imro has witnessed significant growth, both financially and in membership. The latest annual report highlights record licence revenues exceeding €57 million and distributions to members nearing €48.4 million. This success is partly attributed to a strategic initiative launched around 2019, where Donegan and then-CEO Victor Finn expanded Imro’s reach internationally. By engaging with artists’ representatives and publishers across the UK, US, and Europe, Imro attracted thousands of non-Irish members, now representing creators from over 100 countries.

Under Donegan's leadership as chief commercial officer, Imro has secured key partnerships to manage international collections and online performing rights, including agreements with London's Mechanical Copyright Protection Society and the US-based SESAC. These deals enhance Imro’s capacity to process rights globally, a move Donegan argues will increase revenue streams and benefit Irish songwriters by lowering operational costs.

Despite these advances, Donegan underscores the ongoing challenge of negotiating with major streaming platforms such as Spotify and Apple Music. While these companies generate billions in revenue and have recently raised subscription prices, Donegan insists that songwriters deserve a greater portion of the income derived from streaming services. He points out a disparity between consumer spending on music streaming compared to video-on-demand services, suggesting potential for increased pricing that would justify a fairer share for creators.

Imro is also advocating for improved transparency and data quality from streaming platforms. Donegan highlights plans to launch a new member portal providing granular streaming data, enabling artists to gain insights into their audiences worldwide and make informed decisions on touring and promotion. Although progress has been made, he acknowledges that challenges persist in ensuring clean and accurate data flows.

A pressing new frontier for Imro involves artificial intelligence (AI) and its intersection with music creation and rights management. Donegan has engaged with AI music generation technologies from a technical perspective but remains critical of their current creative limitations, emphasizing the irreplaceable human element in songwriting. He stresses the importance of AI companies obtaining proper licensing when using existing music to train their algorithms, advocating for transparency about the content they utilize.

Currently, Imro members’ rights are publicly reserved against unauthorized AI training uses, preventing AI companies from exploiting data and text mining exemptions under copyright laws. Donegan envisions a future framework where members can opt into AI licensing agreements on their terms, ensuring consent and fair compensation. His approach is proactive, with outreach to AI firms offering music-related services and readiness to negotiate equitable licences while awaiting legal clarifications emerging from ongoing court cases in various jurisdictions.

Beyond rights management, Imro is campaigning for initiatives to support Ireland’s live music scene. Donegan highlights a proposed culture card aimed at providing young adults with affordable access to live performances and cultural events. This initiative, reportedly secured in budget negotiations but facing political ambiguity, reflects Imro's broader commitment to nurturing future generations of musicians and audiences alike.

As Donegan prepares to succeed Victor Finn, his leadership will likely be defined by balancing Imro’s international ambitions with robust advocacy for creators’ rights in a rapidly changing music landscape. His personal background as a musician and manager equips him to navigate the complexities of streaming, technology, and policy, ensuring that songwriters receive equitable recognition and remuneration in the digital age.