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 millions of dollars
in a new project designed to boost artists' careers.
We speculated that the most obvious route for such the venture would be several kind of digital resource creation - especially since Apple Music has opened its chequebook in recent months to fund blockbuster videos/productions for the likes associated with Drake, The 1975 plus Coldplay.
Now we have a better idea exactly where Google's money is heading.
Initially, YouTube is beginning small: making a play to create exclusive video from 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 - along with videos of their live periods set to display on Youtube . com this week.
Another Foundry music session is due in New York afterwards this month with 5 artists including hip-hop take action BJ The Chicago Child and R&B act Gemaine.
But this really is just the taster of YouTube's ambition.
Apparently, the online large has mapped out discussions with senior music business figures over the coming weeks to discuss the 'deeper collaboration'.
What could that mean?
Come on. Wish sure you can hazard a guess.
Bloomberg shows that, in these meetings, YouTube will 'outline ways to better promote artists and bring more exclusive movies to the service'.
Within return for a commitment to YouTube's cause, state its sources, artists will certainly be offered benefits which includes the potential opportunity to front Web TV series on the platform.
Within addition, YouTube will most likely make available its video creation and post-production resources (aka 'YouTube Spaces') for musicians to shoot videos.
As we ruminated on Fri, this could result in Youtube . com opening up its Original channels to music skill. 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 huge question now: which kind of senior music biz figures is YouTube concentrating on for these meetings, specifically?
If it's the main labels, then a brand new era of peace plus harmony between two oft-warring factions may be upon 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 music philosophy, as shown by its $8m BandPage purchase earlier this year,
is likely to be a little more 'direct-to-fan' than that.
A more likely scenario: YouTube will target the particular managers of top performers, offering to pay almost everything they need to produce their own YouTube-exclusive video clips - perhaps even their own YouTube-exclusive shows - complete with a tasty marketing/promotion commitment.
That kind of strategy would not only help Youtube . com neuter the growing special video threat from Apple Music, TIDAL, Spotify plus others, but may also become helpful ammunition amidst the current haggling with major music rights-holders.
YouTube is currently locked in negotiations with Universal Music Team over a new long-term certification deal after the prior one expired without restoration.

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 within the US and European countries - protections which basically mean the platform can not be held legally responsible with regard to copyright infringement taking location on its service.
In the end of last month, a string of top music managers additional their signatures to the petition askin the ALL OF US Copyright Office to take apart safe harbor laws peddled by the Digital Centuries 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 bokep jepang media platform.
YouTube, meanwhile, provides other problems that basically getting cozy with artists 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 particular amount of money YouTube pays to artists and labels.
According to the particular FT
, Ansip estimated that YouTube now contributes close to ?600m per year to music rights-holders, despite its billion-plus monthly audience, while Spotify alone delivers ?1. 6bn.
"This is not just about legal rights owners and creators plus their remuneration - this is also about the level playing field between different service providers, inch said Ansip.
"Platforms dependent on subscriptions are remunerating those authors; other service providers [are] not. How can they compete? "
Right today, they're just words -- but they could show hugely significant in time: Ansip is the individual managing the modern reconstruction of EU digital copyright laws.
Are big technology companies about to obtain wings clipped in Europe more than the so-called 'value gap'?
Is 'safe harbor' going to take a beating within Brussels?
Stay tuned.