That's not what the article states. The author is saying that the same transaction - IE: my 'buying' a track on iTunes, for example - is considered a license transfer, between me and the record company, and a sale, between the record company and the artist.
This superposition of license and sale for the same transaction is collapsed into a license - so: no transfer rights, no right to make copies, etc. - when the record company it talking to me.
On the other hand - when the record company is talking to the artist - the superposition collapses to a sale, so the artist gets 13% of the value instead of the 50% they would get if it was a license sale.