Activision/Blizzard CEO Robert Kotick continues to dig in his heels against music industry demands that the company pay more in licensing fees for the hit videogame franchise Guitar Hero.

In fact, he recently told the Wall Street Journal that the music industry should be paying them.

"When you look at the impact [Guitar Hero] can have on an Aerosmith, Van Halen or Metallica, it's really significant," he told the Wall Street Journal, "so much so that you sort of question whether or not, in the case of those kinds of products, you should be paying any money at all and whether it should be the reverse."

What's more, he says the value of the game is not WHAT music gamers can play along to, but rather the PLAYING itself.

"The bulk of our consumers will tell you they're not purchasing the products based on the songs that are included," he said. "They're purchasing based on how fun the songs are to play when they're playing them."

His comments come weeks after Warner Music Group honcho Edgar Bronfman Jr. made comments in an earnings call suggesting the label would stop licensing music to Activision and other companies making similar games unless they could share more fully in the profits. His stance is that music games like Guitar Hero and Rock Band depend fully on the music. Kotick is countering that it is the gameplay, and music is only peripheral.

The truth is likely somewhere in between, of course, so expect this battle to go back and forth for some time further.

Related stories:
- Showdown Looming: Labels, Videogame Makers Square Off on Fees
- 'Guitar Hero Lines UP Hendrix Edition, Subscription Service?
- WMG: Music Video Games Must Pay More

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