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Travis, Dizzee Rascal, Speech Debelle and many other artists are set to enjoy windfalls after a landmark deal between independent record labels and YouTube.
The PIAS Entertainment Group, which represents 200+ independent labels, has signed a global licensing and marketing deal with the online video giant which will result in artists and their record companies get a share of revenues from adverts shown alongside their works and as the deal covers both official audio and video releases as well as user-generated content there is a great potential for income from this source.
PIAS says it will also work with YouTube to try to drive up traffic to artist pages and develop partnerships with brands, through channel sponsorships amongst other ideas.
“Some of the world’s most iconic artists will now be able to engage with their existing fans and win new ones,” said YouTube video partnership director Patrick Walker.
The deal with independent labels comes just weeks after an agreement between Google-owned YouTube and Warner Music as revealed in an earlier blog.
Warner, home to hits by Madonna, Muse and Led Zeppelin, removed material from YouTube last December after a row over royalties. But the nine-month dispute was settled with a new revenue-sharing deal allowing Warner to sell advertising against its content on YouTube.
Warner Music and YouTube are close to an agreement that would see the return of the music company’s video clips to Google’s video-sharing site after a nine-month licensing dispute.
The agreement, which is expected to be announced this week, would allow Warner to retain the right to sell ads that run next to its videos and keep the bulk of the revenue, according to the Wall Street Journal.
Warner, home to artists including Coldplay and Madonna, is enlisting third parties to sell the ads and line up more lucrative arrangements like sponsorships for particular videos or artists.
The deal could address one of the music company’s biggest complaints about YouTube: that the ads that currently run on the site do not generate sufficient revenue for Warner.
Warner withdrew permission for YouTube to use its videos in December, when the two sides failed to reach a licensing agreement.
The new deal closely resembles the agreement YouTube reached in March with Universal Music Group, the world’s largest recorded music company by sales and market share.
Under the deal, individual artists’ pages or channels would be redesigned to emphasize things like digital-download sales and links to the artists’ own web sites.
The pages could also be customized for corporate sponsors. Meanwhile, Universal is planning to create a freestanding web site for music videos, called Vevo, for which it hopes to license videos from other music companies.
Sony Music Entertainment joined the plan in June. So far the other major music companies, Warner and EMI Group Ltd, have not signed on.
YouTube earlier this year struck another such advertising-based content partnership with Walt Disney, which is distributing clips of ABC and ESPN shows on the site.
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