YouTube is entering the battle for music streaming exclusives

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MBW alerted you on Friday that YouTube is investing tens of millions of dollars
in the new project designed in order to boost artists' careers.
We all speculated that the biggest route for such the venture would be several kind of digital asset creation - especially as Apple Music has opened up its chequebook in current months to finance blockbuster videos/productions for the likes of Drake, The 1975 plus Coldplay.
Now we've got the better idea exactly exactly where Google's money is going.
Initially, YouTube is beginning small: creating a play to create exclusive video from emerging artists via an existing training initiative known as Foundry.
According to Bloomberg
, recent Foundry workshops have got taken place with most up-to-date music talent in LA and London - along with videos of their live sessions set to show on YouTube this week.
Another Foundry music session is due in New York later this month with five artists including hip-hop take action BJ The Chicago Kid and R&B act Gemaine.
But this is just a taster of YouTube's ambition.
Apparently, the online large has mapped out talks with senior music business figures over the arriving weeks to discuss the 'deeper collaboration'.
What can that mean?
Come on. We're sure you can hazard a guess.
Bloomberg suggests that, in these meetings, YouTube will 'outline ways in order to better promote artists plus bring more exclusive videos to the service'.
In return for a commitment to YouTube's cause, say its sources, artists will be offered benefits including the potential opportunity to front Web TV collection on the platform.
In addition, YouTube will https://t.co/DWGELh4XPd most likely make available its video creation and post-production resources (aka 'YouTube Spaces') for performers to shoot videos.
As we ruminated on Friday, this could lead to Youtube . com opening up its Original channels to music talent. Existing YouTube Original shows combine hi-spec, TV-style manufacturing values with popular 'amateur' broadcasting personalities such asPewDiePie and Lilly Singh.
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The large question now: which kind of senior music biz figures is YouTube concentrating on for these meetings, precisely?
If it's the main labels, then a brand new era of peace plus harmony between two oft-warring factions may be upon all of us; YouTube making available the gigantic resources would push some rocket fuel below the promotional firepower associated with the global record industry.
Yet YouTube's general songs philosophy, as shown by its $8m BandPage acquisition earlier this year,
seems to be a small more 'direct-to-fan' than that will.
A more likely scenario: YouTube will target the particular managers of top artists, offering to pay everything they need to produce their own YouTube-exclusive video clips - perhaps even their own YouTube-exclusive shows - including a tasty marketing/promotion commitment.
That kind of strategy would certainly not only help YouTube neuter the growing unique video threat from Apple company Music, TIDAL, Spotify and others, but may also become helpful ammunition amidst the current haggling with main music rights-holders.
YouTube is currently locked in discussions with Universal Music Group more than a new long-term license deal after the earlier one expired without revival.

YT's ongoing deals along with the other two major labels, Sony and Warner, are believed to expire within the coming months.
Meanwhile, the majors are tossing everything at challenging YouTube's safe harbor protections within the US and European countries - protections which basically mean the platform can't be held legally responsible for copyright infringement taking place on its service.
In the end of final month, a string associated with top music managers additional their signatures to a petition asking the ALL OF US Copyright Office to dismantle safe harbor laws peddled by the Digital Centuries Copyright Act (DMCA) in the us.
You have to wonder if certain artist supervisors could be swayed to side with YouTube if their artists were given paid-for music videos plus special treatment on the world's biggest streaming press platform.
YouTube, meanwhile, has other problems that simply getting cozy with musicians ain't gonna solve.
Upon Friday, Andrus Ansip, VP for the Digital Single Market at the Western european Commission, delivered some painful news for Google : publicly siding with the particular record industry over the particular amount of money Youtube . com pays to artists and labels.
According to the particular FT
, Ansip estimated that YouTube now contributes about ?600m per year to songs rights-holders, despite its billion-plus monthly audience, while Spotify alone delivers ?1. 6bn.
"This is not just about legal rights owners and creators and their remuneration - it is also about the level playing field among different service providers, inch said Ansip.
"Platforms dependent on subscriptions are remunerating those authors; other services providers [are] not. How can these people compete? "
Right right now, they're just words - but they could demonstrate hugely significant in time: Ansip is the individual overseeing the modern reconstruction associated with EU digital copyright laws and regulations.
Are big technology companies about to obtain wings clipped in Europe over the so-called 'value gap'?
Is 'safe harbor' about to take a beating within Brussels?
Stay tuned.