Let’s zoom in on just what GMLP means and how it works.
GMLP investigates a brand’s positioning and pinpoints areas of its brick-and-mortar store where different playlists can be played. One example might be a hotel chain, for which a specially curated playlist is created for all areas, including the gym and pool, lobby, reception, grounds, cafe, and car parks. The creative team will then curate playlists (otherwise called instances) on streaming platforms with the brand on the cover art, immediately establishing a brand presence in the world of music streaming.
When the playlists are utilised, revenue is generated. This revenue is then shared between the platform and the client, establishing an ongoing, limitless, supplementary revenue flowing from the bricks-and-mortar store. This removes the need for the establishment to pay a license fee to use music—a fee which is often an unverifiable and very costly expense—therefore reversing the current paradigm: with GMLP, the client gets paid for harnessing the music. There is even a level specifically catered to general users.