Inside Streaming: In Profile | Bryn Boughton, VP, Music Affairs Feed Media Group

Inside Streaming: In Profile 

Bryn Boughton, VP, Music Affairs Feed Media Group  

Inside Streaming: In Profile is a series highlighting and celebrating the accomplishments of music streaming executives and leaders. It is an opportunity to lift the curtain and deep dive into the experiences, perspectives, and positions of those who keep the music industry ticking and drive it forward. In this installment, Graham Davies, President and CEO of DIMA, caught up with Bryn Boughton, Feed Media Group’s VP of Music Affairs, about her experience and outlook on the current state of music licensing—highlighting Feed.fm’s unique approach and what we should be looking forward to in the upcoming year.

GD: You have been involved in founding and growing multiple businesses and startups. What has led you to music streaming?

BB: I started my career in music working for Valley Media, which was the largest one-stop distributor for music in the country. Following that, I ran marketing and distribution for several independent record labels. When we heard that Apple was going to be launching the iTunes Music Store, it was clear that independent rightsholders were going to need help navigating this new landscape. Matt Laszuk and I started IRIS (Independent Recording Industry Services) Distribution to provide a way for independents to participate in what we believed would become the primary way people consume music. At that point in time (2003), there were only a handful of DSPs and some of them only supported MP3 downloads but we could tell that the future was in streaming. Some of our first agreements were with EMusic, Sony Connect, MusicMatch, MusicNet, Rhapsody, and Apple. 

GD: What is Feed.fm’s business model?

BB: Feed.fm is unique in the DIMA membership as we are a B2B Music Solutions company, although we do stream directly through to the consumer. We provide a plug-and-play way for brands to incorporate music into their app or connected devices. Our Unified Music System powers streaming integrations for brands including Tonal, Alo moves, and Barry’s. Most recently, we launched in Aescape’s robotic massage tables and the alphabeats neurofeedback platform.

GD: Feed.fm was recently awarded the Inc. Power Partner award. Congratulations! Can you tell us a bit about what this award means?

BB: Thank you. The Inc. Power Partner award is all about being an expert and providing highly specialized services that allow other companies to focus on what they do best. The selection process involved a thorough review of client feedback, online reputation, and customer testimonials.

We’ve built our business on simplifying music licensing for digital companies, ensuring all rightsholders—artists, labels, and publishers—are properly compensated. For artists and rightsholders, our UMS protects catalogs with a secure infrastructure while creating new revenue streams, surfacing new artists, and driving music discovery across new platforms.

GD: You have been with Feed.fm for four years. What kind of growth have you seen since stepping into your role? What has been the biggest surprise?

BB: Since joining Feed.fm in the fall of 2020, I’ve seen incredible growth, particularly in the digital fitness and wellness sectors. When I started, Feed.fm already had partnerships with notable brands like Fitbit, but the pandemic significantly accelerated the adoption of fitness technologies, creating a massive demand for licensed music in this space.

Over the past four years, we’ve scaled our music offerings to serve both interactive and non-interactive experiences, and customized rights management solutions to meet the unique needs of a wide range of companies.

The biggest surprise has been the rapid evolution of personalized music as an essential element for success. Initially, music was seen as an added feature, but it has since become a core component of user engagement and retention. 76% of users are more likely to download an app if they can select the music they listen to. Companies now realize that the right music doesn’t just enhance the experience—it’s integral to driving performance and customer satisfaction. It’s been fascinating to see music play such a key role in new consumer tech.

GD: How has being a member of DIMA been relevant to your work?

BB: Being a member of DIMA has been highly relevant and beneficial to my work at Feed.fm. The digital music space is constantly evolving, and DIMA provides a platform for thought leadership, industry collaboration, and staying at the forefront of trends impacting both digital service providers (DSPs) and the broader music ecosystem.

Through DIMA, we’ve had the opportunity to connect with other DSPs and music rightsholders, which has been invaluable in navigating the complex licensing landscape. These connections have helped us stay in sync with industry standards, legal developments, and emerging best practices, particularly as we expand globally and explore new business models.

Additionally, DIMA’s role in advocacy has been crucial. With so many shifts in technology, regulation, and user behavior, it’s important for us to have a voice in policy discussions and industry frameworks. DIMA helps ensure that the concerns and needs of companies like Feed.fm are heard, whether we’re discussing new licensing frameworks, royalty structures, or the role of music in non-traditional environments like fitness or smart devices.

GD: Your role means you get to work closely with a large variety of partner companies, many of which exist both inside and outside of the music industry. What do you see as the key opportunities and challenges for music streaming? 

BB: Working with partners across industries has given me insight into the evolving opportunities and challenges in music streaming. It’s clear that there will only be more opportunities for music in non-traditional sectors like fitness, wellness, and gaming, where music enhances user experiences and drives engagement. AI-driven personalization is transforming how music is delivered, global expansion is fueling growth, and innovative licensing models like micro-licensing open up new revenue streams.

However, there are also challenges. Rights management is becoming increasingly complex across different use cases and territories. Traditional royalty structures don’t always fit newer platforms’ business models. As personalization grows, so do concerns around data privacy, making it essential for companies to balance user trust with innovation. Addressing these challenges will require ongoing collaboration and forward-thinking solutions.

GD: What does the future look like for Feed.fm and what will be on your list of priorities for 2025?

BB: Overall, 2025 will be about scaling, innovating, and solidifying Feed.fm’s position as a trusted partner and a leader in delivering licensed music for innovative businesses.

We’ll continue to deepen relationships with rightsholders and explore new licensing models to meet diverse use cases. Personalization and AI-driven experiences will be a priority, allowing us to offer more dynamic, data-driven curation. And, we will be working to expand our global music solutions and catalogs including the growth of Feed Originals, our wholly owned functional music library.

As more industries realize the power of music to drive engagement, performance, and retention, Feed.fm is well-positioned to help these companies leverage licensed music in innovative ways.