To unlock music's true value, one must look at not only what is being licensed but “how” it is being licensed. More creators and copyright owners control rights and their ability to work directly with music users such as broadcasters and streaming services. The current climate questions collective licensing’s ability to provide fair and equitable returns for rights owners. Direct licensing’s approach is uncovering potential. This panel will explore the pro’s and cons of direct license deals, understanding what they are, what they mean for labels, publishers, creators, and music users/services -- talking to some of those involved, to better understand and unlock its true value.