YouTube is entering the battle for music streaming exclusives

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MBW alerted you on Friday that Youtube . com is investing tens associated with huge amount of money
in a 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 latest months to finance blockbuster videos/productions for the likes of Drake, The 1975 and Coldplay.
Now we've got a better idea exactly exactly where Google's money is heading.
Initially, YouTube is starting small: making a play in order to create exclusive video through emerging artists via an existing training initiative called Foundry.
According to Bloomberg
, recent Foundry workshops have taken place with up-and-coming music talent in UNA and London - with videos of the live periods set to display on Youtube . com this week.
Another Foundry music session is because of in New York afterwards this month with five artists including hip-hop work BJ The Chicago Child and R&B act Gemaine.
But this really is just the taster of YouTube's goal.
Apparently, the online huge has mapped out discussions with senior music company figures over the coming weeks to discuss the 'deeper collaboration'.
What could that mean?
Occur. We're sure you can hazard a guess.
Bloomberg shows that, in these meetings, Youtube . com will 'outline ways in order to better promote artists plus bring more exclusive video clips to the service'.
In return for a commitment to YouTube's cause, say its sources, artists may be offered benefits including the potential opportunity to front Web TV collection on the platform.
Within addition, YouTube will likely make available its video production 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 skill. Existing YouTube Original displays combine hi-spec, TV-style creation values with popular 'amateur' broadcasting personalities such asPewDiePie and Lilly Singh.
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The huge question now: which type of senior music biz figures is YouTube concentrating on for these meetings, precisely?
If it's the major labels, then a new era of peace plus harmony between two oft-warring jilbab mesum factions might be upon all of us; YouTube making available the gigantic resources would push some rocket fuel under the promotional firepower of the global record business.
Yet YouTube's general music philosophy, as shown by its $8m BandPage acquisition earlier this year,
seems to be a little more 'direct-to-fan' than that.
A more likely scenario: YouTube will target the particular managers of top artists, offering to pay everything they need to create their own YouTube-exclusive video clips - perhaps even their own YouTube-exclusive shows - complete with a tasty marketing/promotion commitment.
That will kind of strategy would certainly not only help Youtube . com neuter the growing special video threat from Apple Music, TIDAL, Spotify plus others, but could also become helpful ammunition amidst its current haggling with major music rights-holders.
YouTube will be currently locked in negotiations with Universal Music Group over the new long-term license deal after the earlier one expired without restoration.

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