Latin Grammys 2018

Elton John Joins Auddly as Ambassador, Calls on Industry to Handle Metadata More Efficiently

Jo Hale/Redferns
Elton John performs and headlines on stage at BBC R2 Live at Hyde Park on Sept. 11, 2016 in London, England.

Auddly has announced that Elton John will join as an official ambassador for the company.

Auddly, a Swedish startup co-owned by songwriters Max Martin and ABBA’s Bj√∂rn Ulvaeus, aims to solve the problem of accurately identifying and paying songwriters for streamed compositions.

In the past year, Auddly has entered partnerships with some of the world’s most powerful music companies and organizations, including Universal Music Publishing Group, ASCAP, PRS and STIM.

"It’s time to realize that we need to manage our metadata more efficiently to overcome the challenges preventing creators from getting paid correctly, and I support Auddly in its efforts towards a more sustainable music industry,” said John in a press release

“It’s an honour to have Elton John on board as an Auddly ambassador. Thanks to his outstanding experience as a songwriter and artist he is very aware of the metadata issues and his support is valuable for us,” added Niclas Molinder, Auddly founder and CEO.