Warner Takes The Lead In Dealing With YouTube

from the it's-a-start dept

While rival Universal Music apparently didn't find YouTube's partnership offer compelling (which is why they say they're about to sue the site), Warner Music has announced that it has signed a deal with YouTube, allowing it to upload and distribute all of its songs and videos, in exchange for a revenue share on ad dollars. Of course, it remains to be seen if people really want to go to YouTube to watch the same old music videos -- unless they're super entertaining by themselves, such as the Ok Go videos -- which, of course, didn't require any deal with YouTube at all. The band just put them online. A more likely scenario is that people ignore most of those videos, just as they've ignored Paris Hilton's YouTube experiment.

A much more interesting part of the story is that, as part of the deal, Warner has officially "licensed" the songs to YouTube, so that anyone who uploads videos using the songs are allowed to do so. While you could make the argument that many people doing so already fell under fair use, it's still a good thing to see that they won't be suing kids who upload versions of themselves singing or dancing along to popular songs. Still, there's one caveat in this deal, which is hidden all the way at the bottom of the article. YouTube claims it will use some sort of tracking technology to spot people uploading Warner songs, and then pass them on to Warner to see if Warner "approves" of the video. That could be a problem, as it seems to go against the freewheeling nature of the YouTube community to have to run all such videos by Warner Music execs before deciding if they can actually be put on YouTube.

While this is a step in the right direction (and, don't get us wrong, that's a good thing), it's still a step short. Take a look at what the band The Barenaked Ladies is doing. Rather than just putting their content online, they're encouraging people to make their own videos by saying they'll take the best homemade amateur videos of people playing along to their song, and put it into their real video. That shows a recognition that YouTube is about the community of people creating content for each other, rather than just consuming the content some big company has put out for them. It's still a good move on the part of Warner to embrace YouTube, rather than sue it, so hopefully we'll see even more creative uses out of them down the road.


Reader Comments (rss)

(Flattened / Threaded)

  •  
    identicon
    Music Pirate, Sep 18th, 2006 @ 1:40am

    Hi, I'm the Music Industry, and I love to be greedy. It gets me wet!

     

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    schuffstenwentzKapf, Sep 18th, 2006 @ 3:54am

    stating the obvious :P

    for this to work revenue from advertisement should be larger then the cost of products themselves, that needs not only a critical mass, but also a diverse audience, so that there are enough sponsors, IMHO google adsense is overhyped because if you add up relevant hit/view

     

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      shosihsoi, Sep 18th, 2006 @ 3:56am

      stating the obvious :P

      for this to work revenue from advertisement should be larger then the products themselves, that needs not only a critical mass, but also a diverse audience, so that there are enough sponsors, I think google adsense is overhyped because if you add up relevant hit/view is less than TV commercial(ofcourse). here relevant means if the advertised service can be subscribed by the user. however its tough to quantify these values so the above will remain a conjecture, if somebody is interested in working on this with me let me know.
      at amritanshuNoSPAM@gmail.com :)

       

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      q, Sep 18th, 2006 @ 5:52am

      Re: stating the obvious :P

      Actually, no. The revenue from advertisements does not need to be greater than the cost of the product. The marginal revenue should be greater than the marginal cost. The marginal cost of allowing people to upload is essentially zero. Fans do the work of making the videos and uploading them. Any revenue gained is basically free money for the record industry if they are smart enough to see that. Unfortunately the evidence is against them on that point.

      Based on their history it is more likely that the record industry will manage to turn this into a monitary and PR loss by setting up a full time division to monitor and nit-pick uploaded videos looking for fans that they can sue and alienate.

       

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    Rabid Wolverine, Sep 18th, 2006 @ 5:14am

    Re: A funny story on youtube

    Those 'fools' should beware... Everything has a price, everything. Nothing is free...

    I detect arrogance, and arrogance is a sure fire path to downfall. I don't belittle the boys for their achievement nor am I jealous, what is theirs is theirs.

    However, receiving something a great as what they have, with that kind of attitude, can only lead in one direction, a direction I personally would not want to take.

     

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    Earbud Junkie, Sep 18th, 2006 @ 7:44am

    Artist are already doing this

    Look at Diddy. http://www.youtube.com/watch?v=9VivdGPMvF4

    Who is already allowing users to do this to his song
    "Get off". He has created a significant buzz using myspace and youtube to post videos and contests for his fans...and its working.

     

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    Tyshaun, Sep 18th, 2006 @ 8:35am

    Why are so many people down on this?

    This seems pretty much like a win-win for everyone. Why are so many commentors so hellbent on making this seem like a bad thing?

    A record company has agreed to let everyone one a site use their stuff (for free!) and is encouraging people to adlib with their stuff, someone should be warming up the angels because the rapture isn't too far away.

    As per the bit about artists letting people use their stuff, yawn, yawn, of course there will be some mavericks out their, but I still haven't seen where this is a good model for ALL artists. However, we know the record label model has produced results in the past and if record labels are ready to make moves like this I see THIS as the direction of the future of music (not artists hawking t-shirts and hats at concerts).

     

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    Taylor, Sep 18th, 2006 @ 9:08am

    Puff Daddy (Diddy, P. Diddy) is doing something similar.
    http://www.thestreetspace.com/?p=1608
    "In support of his forthcoming album, Sean “Diddy” Combs is running a dance contest giving fans a chance to win a Bad Boy prize kit. Would-be stars can film themselves dancing to his single and upload the clips to MySpace and YouTube. The best clips will be featured on Diddy’s MySpace page at the end of each week for four weeks, and the video that gets the most hits will be deemed the winner."

     

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