Inside BMAT DSP Processing: How SIAE turned operational clarity into stronger licences and faster distributions

Some relationships last because they work, others last because they grow. For more than 10 years, we believe the partnership between SIAE and us has done both.

Across products and people, we kept refining the machinery behind daily operations until the chaos started to behave and turn into something resembling a choreography.

When the major online listening services began moving faster than any organisation’s legacy systems could reasonably keep up, SIAE turned to someone they already knew and trusted.

The switch to the BMAT DSP Processing system was carried out within a timeframe most teams would have spent drafting plans rather than replacing their entire operational core. Yet we somehow made it work. It also inspired the creation of a so-called war room at SIAE’s headquarters, though the interview will explain that part.

Once operations were tightened, SIAE renegotiated all contracts from scratch, leading to stronger licences, faster processes and higher value per stream for members.

Cori: Ciao Gabriele, I’m really happy to have this chat with you.

Gabriele: Me too.

Cori: We have known each other for 3 years, working closely on everything related to online. Today feels like a good moment to reflect on how we have worked together and talk a bit about the online and digital landscape in music.

But the relationship between BMAT and SIAE goes back even further.

Gabriele: Absolutely.

Cori: Before we get to the present, could you tell me what SIAE was like back then, what challenges it was facing, and what projects you worked on with BMAT?

Gabriele: The first point of contact was when we used to record all national and international TV in-house using our internal systems. We realised we could no longer do it effectively with those systems. That was more than 10 years ago.

While we used to do everything internally, for the past 10 years we have been working with BMAT. We now record over 200 countries, more than 200 broadcasters and multiple channels per country to monitor everything happening nationally and internationally.

We needed a partner who could help us record and monitor broadcasts at scale using emerging cloud technologies. That is when we discovered BMAT.

Cori: And then came the shift to online. What prompted SIAE to challenge its own standards again and evolve with the market?

Gabriele: The online market had grown exponentially and our legacy systems could no longer handle the volume or type of data. So we turned to BMAT for help. We needed to process everything quickly, preferably in the cloud. In a short time we managed to move from the legacy system into the cloud. It was challenging but it paid off.

Cori: If I remember correctly, the full migration took 3 to 4 weeks. What was that like internally and how did we manage it together?

Gabriele: It was demanding because the goal was to move all operations within one month. That forced us to focus on the essentials and rethink our processes. We discussed everything with you. The technologies you had, the tools you could offer and how we could redesign the process.

The first attempt involved trial and error, but that is part of the philosophy that connects both of our companies. Short term realistic goals and working toward them.

It was weeks of intense work. Internally, we created a war room. And we had a partner at our side, always available, not just by email but actual people working together to find solutions.

Cori: From your perspective, how have BMAT and SIAE worked together over the years?

Gabriele: The key was feeling like one single team. When you share a goal you do not think in terms of vendor and client anymore. You work together. Challenges are inevitable but what matters is solving them.

Trust makes everything easier. You can talk openly, share ideas and let go of the old taboos that used to exist.

Even in high-stress situations, we always managed to reach our goals. That is more valuable than the tool itself. If communication breaks down the value is lost.

Cori: In the last 4 to 5 years SIAE has become a reference point in licensing. How did these operational decisions shape your strategic progress?

Gabriele: When we started around 2020 SIAE was not a market leader in online. Our licenses were not the best and operations struggled. Once we made operations extremely efficient we renegotiated all our contracts from scratch. Today we have solid contracts.

When I talk to international CMOs I see that all the effort we put into transforming ourselves has become knowledge we can now share. People often ask how we managed to transform so quickly.

Choosing a supplier who collaborated with us was key. Having a partner who gave us operational flexibility made a difference. An agile approach forces you to understand what works and where the problems are.

Now we are seen as a market leader in licensing and operations.

We have a 360 degree view of the value chain and a partner who answers the phone when there is a problem.

That is what made us a reference point in Europe.

Cori: Was there a specific operational change that really shifted your day to day work?

Gabriele: Well, 5 years ago, we did not have complete systems to understand DSP performance from a 360-degree perspective. Now every processing round gives us a full picture.

At any moment, I know how each DSP’s revenue is performing, what our market share is and where we need to push harder. I see how our rates perform license by license. This information, which we did not have in 2020, now helps us prepare every time we renew a license.

It creates a virtuous cycle. The more information you have the better you can negotiate and understand how the market moves.

Cori: And all of that creates more transparency for rights holders.

Gabriele: It means more profitable licenses and higher value per stream. In nearly 5 years we have changed a lot and that value is now clearly felt by our rights holders.

Cori: Our teams are in constant contact and sometimes it really feels like we are colleagues. How important is that collaboration?

Gabriele: Very important. Not thinking in terms of requirements and delivery. In a dynamic market where licenses are renegotiated every 2 years and DSP offerings constantly change you cannot wait months for a tool. You need to be quick and aligned with the market.

Cori: Looking ahead 5 years, especially with AI becoming urgent, what challenges do you see for SIAE?

Gabriele: We are very focused on AI. We are watching it closely and trying to understand how it can serve the organisation. We were one of the first in Europe to adopt it. We already use it for membership and internal controls.

For operations, AI will be extremely useful. With the volume of data we handle some checks should come from machines. We are talking about agents that retrieve information and pass it on before it reaches a human.

The human in the loop remains essential but AI agents monitoring information will happen in months, not years. We are already working on it.

Cori: What advice would you give another organisation considering this kind of transformation?

Gabriele: Simplify. Review your internal processes and remove layers you do not need. Then find a partner who can help you transition quickly.

Many projects fail because of too many requirements and the final product arrives outdated. You need short-term goals, quick cycles and the ability to review and move forward. We apply this across the organisation.

BMAT is the ideal partner for this type of transformation.

Cori: Thank you Gabriele. We are still in the middle of this journey, and we’re looking forward to many more years of collaboration.

Gabriele: And thank you.