YouTube is entering the battle for music streaming exclusives

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MBW told you on Friday that YouTube is investing tens associated with huge amount of money
in the new project designed in order to boost artists' careers.
We all speculated that the biggest route for such a venture would be several kind of digital resource creation - especially as Apple Music has opened its chequebook in latest months to finance blockbuster videos/productions for the likes of Drake, The 1975 plus Coldplay.
Now we have a better idea exactly where Google's money is going.
Initially, YouTube is starting small: creating a play to create exclusive video through emerging artists via an existing training initiative known as Foundry.
According to Bloomberg
, recent Foundry workshops have taken place with most up-to-date music talent in LA and London - along with videos of their live classes set to display on Youtube . com this week.
Another Foundry music session is due in New York later on this month with five artists including hip-hop take action BJ The Chicago Kid and R&B act Gemaine.
But this really is just the taster of YouTube's aspirations.
Apparently, the online huge has mapped out discussions with senior music company figures over the coming weeks to discuss a 'deeper collaboration'.
What can that mean?
Come on. We are going to sure you can hazard a guess.
Bloomberg suggests that, in these meetings, YouTube will 'outline ways to better promote artists and bring more exclusive video clips to the service'.
Within return for a commitment to YouTube's cause, say its sources, artists will certainly be offered benefits which includes 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 musicians to shoot videos.
Since we ruminated on Friday, this could lead to Youtube . com opening up its Initial 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, exactly?
If it's the major labels, then a new era of peace and harmony between two oft-warring factions may be upon all of us; YouTube making available its gigantic resources would push some rocket fuel under the promotional firepower of the global record industry.
Yet YouTube's general music philosophy, as shown by its $8m BandPage acquisition earlier this year,
tends to be a little more 'direct-to-fan' than that will.
A more likely situation: YouTube will target the managers of top artists, offering to pay every thing they need to create their own YouTube-exclusive videos - perhaps even their very own YouTube-exclusive shows - complete with a tasty marketing/promotion commitment.
That kind of strategy might not only help YouTube neuter the growing special video threat from Apple Music, TIDAL, Spotify plus others, but could also become helpful ammunition amidst its current haggling with main music rights-holders.
YouTube is usually currently locked in discussions with Universal Music Group over a new long-term certification deal after the previous one expired without revival.

YT's ongoing deals with the other two main labels, Sony and Warner, are believed to terminate in the coming months.
Meanwhile, the majors are throwing everything at challenging YouTube's safe harbor protections in the US and European countries - protections which essentially mean the platform can't be held legally responsible regarding copyright infringement taking place on its service.
In the end of final month, a string of top music managers added their signatures to the petition asking the US Copyright Office to dismantle safe harbor laws peddled by the Digital Centuries Copyright Act (DMCA) in the States.
You have to wonder if certain artist supervisors could be swayed in order to side with YouTube if their artists were given paid-for music videos and special treatment on the particular world's biggest streaming mass media platform.
YouTube, meanwhile, provides other problems that simply getting cozy with musicians ain't gonna solve.
On Friday, Andrus Ansip, VP for the Digital Solitary Market at the Western european Commission, delivered some stinging news for Google -- publicly siding with the particular record industry over the particular amount bokep onani of money YouTube pays to artists plus 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 rights owners and creators and their remuneration - it is also about a level playing field in between different service providers, inch said Ansip.
"Platforms based 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 demonstrate hugely significant in time: Ansip is the individual supervising the modern reconstruction of EU digital copyright laws.
Are big technology companies about to get their wings clipped in Europe more than the so-called 'value gap'?
Is 'safe harbor' going to take a beating in Brussels?
Stay tuned.