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 millions of dollars
in the new project designed to https://t.co/ocYwRWugwf boost artists' careers.
We all speculated that the biggest route for such a venture would be a few kind of digital asset creation - especially since Apple Music has opened up its chequebook in recent months to finance blockbuster videos/productions for the likes associated with Drake, The 1975 plus Coldplay.
Now we've got the better idea exactly exactly where Google's money is heading.
Initially, YouTube is starting small: creating a play in order to create exclusive video through emerging artists via a good existing training initiative called Foundry.
According to Bloomberg
, recent Foundry workshops have got taken place with up-and-coming music talent in UNA and London - along with videos of their live periods set to show on YouTube this week.
Another Foundry music session is because of in New York later on this month with 5 artists including hip-hop act BJ The Chicago Kid and R&B act Gemaine.
But this is just a taster of YouTube's goal.
Apparently, the online giant has mapped out talks with senior music company figures over the coming weeks to discuss the 'deeper collaboration'.
What can that mean?
Come on. We are going to 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 dedication to YouTube's cause, say its sources, artists will be offered benefits which includes the potential opportunity in order to front Web TV collection on the platform.
In addition, YouTube will probably make available its video creation and post-production resources (aka 'YouTube Spaces') for artists to shoot videos.
Since we ruminated on Friday, this could lead to Youtube . com opening up its Original channels to music talent. Existing YouTube Original displays combine hi-spec, TV-style production values with popular 'amateur' broadcasting personalities such asPewDiePie and Lilly Singh.
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The huge question now: which kind of senior music biz figures is YouTube concentrating on for these meetings, precisely?
If it's the major labels, then a brand new era of peace and harmony between two oft-warring factions may be upon us; YouTube making available its gigantic resources would leave some rocket fuel below the promotional firepower of the global record business.
Yet YouTube's general songs philosophy, as shown simply by its $8m BandPage buy earlier this year,
is likely to be a small more 'direct-to-fan' than that will.
A more likely scenario: YouTube will target the particular managers of top performers, offering to pay everything they need to produce their own YouTube-exclusive video clips - perhaps even their very own YouTube-exclusive shows - complete with a tasty marketing/promotion commitment.
That kind of strategy would not only help Youtube . com neuter the growing exclusive video threat from Apple company Music, TIDAL, Spotify and others, but could also turn out to be helpful ammunition amidst its current haggling with major music rights-holders.
YouTube is usually currently locked in discussions with Universal Music Group over the new long-term license deal after the previous one expired without renewal.

YT's ongoing deals along with the other two major labels, Sony and Warner, are believed to terminate in the coming months.
At the same time, the majors are throwing 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 of top music managers added their signatures to the 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 to side with YouTube if their artists were provided paid-for music videos and special treatment on the world's biggest streaming mass media platform.
YouTube, meanwhile, offers other problems that basically getting cozy with performers ain't gonna solve.
On Friday, Andrus Ansip, VP for the Digital Individual Market at the Western european Commission, delivered some stinging news for Google -- publicly siding with the particular record industry over the amount of money YouTube pays to artists plus labels.
According to the FT
, Ansip estimated that YouTube now contributes about ?600m annually to songs rights-holders, despite its billion-plus monthly audience, while Spotify alone delivers ?1. 6bn.
"This is not only about rights owners and creators and their remuneration - it is also about a level playing field in between different service providers, " said Ansip.
"Platforms based on subscriptions are remunerating those authors; other support providers [are] not. How can they will compete? "
Right now, they're just words - but they could prove hugely significant over time: Ansip is the individual managing the modern reconstruction associated with EU digital copyright laws.
Are big technology businesses about to get their wings clipped in Europe over the so-called 'value gap'?
Is 'safe harbor' about to take a beating in Brussels?
Stay tuned.