When they reproduce the programming that they create to take on a new right, they don't already have.... They've paid for the right to play the music. They've paid for that right already. They're using technology to change the way they organize. That's all they're doing.
You talked about taking advantage of remarkable technology, but the extra benefit is derived because of the technology, not because of the music. The music didn't create new technology. It's the technology creators who have created the new technology.