What Will A YouTube Streaming Offer Mean For The Music Biz?

What Will A YouTube Streaming Offer Mean For The Music Biz?
SHARE
THIS



Will YouTube use its powers for good or evil with the launch of a music streaming service? Angie Ngie of Newgroup Marketing finds out.

YouTube’s controversial marketing practice of forcing record labels to join their new music-streaming service has received enormous backlash from the music industry. The question is, what could have possibly caused YouTube to carry out such drastic measures despite their pre-established popularity as a video streaming website?

Despite the idea that artists have a lovehate relationship with music streaming platforms due to the minimal amount of pay received per stream, such services remain highly popular among a large proportion of music fans and marketers. With Spotify on the rise, Beats Music gaining publicity on The Ellen Show, and Samsung’s interest in Deezer, everyone wants a piece of the market share pie. Since so many people are trying to get into the music-streaming business quickly, it’s no wonder that YouTube might feel threatened. As a result, it probably led them to think they had to get a huge piece of the pie, and gobble it up as quickly as possible.

Perhaps they lacked the confidence to establish themselves in a market where more and more powerful corporations would be competing against each other. After all, the size of an organisation like Google, who owns YouTube, is by no means an indicator of their ability to secure a great market share whenever they want to. For example, Google Plus remains unstable three years after it was first introduced to the social media world. Then, outside of YouTube, there’s also the abysmal MySpace case study. After paying bags of money to famous spokespersons as part of their efforts to create a musical image, MySpace still failed.

Sure, it is threatening to see so many competitors in the music-streaming market pie. However, that doesn’t mean that YouTube can illegally abuse their power. In fact, whether or not they have ‘power’ with their market share can be questioned, and can change, very quickly. If YouTube does nothing to repair the reputational damage they have inflicted upon themselves, their plans for their music-streaming service could fail in their own hands.

In an information era where everyone is bombarded by copious amounts of information, including music, the main problems that artists face is getting attention. More specifically, many artists want attention that would allow them to get acknowledged or paid for the wonderful work that they do to enrich the lives of others through art. Denying artists the ability to spread the world with a powerful marketing tool such as YouTube basically makes it even harder for artists to share their music to the world, and denies music fans access to music hidden in various corners of the world.

If YouTube had the objective of making a strong presence in the music-streaming market, they were using the wrong strategy. Instead of asking “how music creators could be forced into using Youtube’s new music-streaming platform”, or asking “how YouTube can create conditions for artists and record labels to use their music streaming service in a way that benefits YouTube”, they could have asked this: “How can YouTube create favourable conditions for artist and record labels to use their music-streaming service in a way that would also benefit YouTube?” This is not just a simple matter of rephrasing, and it’s different to the last two statements. In fact, the word ‘favourable’ entails respect and support that YouTube must extend to the music industry in the product development process.

To create something favourable for the music industry and YouTube at the same time, a process of two-way communication needs to take place. YouTube needs to communicate, understand and work with the music industry on negotiable terms. After all, the music industry is a major supporter of YouTube. Without the music industry, YouTube’s latest venture will be less likely to succeed.

Angie Ngie is a member of the communications team at Newgroup Marketing.

Please login with linkedin to comment

Latest News

Apple Revists Muhammad Ali’s ‘I Am the Greatest’ Speech In New Ad For The X
  • Campaigns

Apple Revists Muhammad Ali’s ‘I Am the Greatest’ Speech In New Ad For The X

Apple has gone for a simple but highly effective campaign to promote the selfie taking ability of its new iPhone X, employing boxing great Muhammad Ali’s famous 1963 “I Am The Greatest” speech. The ad shows simple selfie photos taken by the phone as Ali’s hubris plays over the top. Ironically, the ad plays on the narcissism of […]

by B&T Magazine

B&T Magazine
Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group
  • Marketing

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group

Marketing events group Comexposium has absorbed its New Zealand joint venture partner MTS to deliver an expanded event solutions business across the Trans-Tasman. The deal will see Ryf Quail (pictured above) return to Sydney to lead Comexposium Australian and Kiwi team, while his current MTS team remains in place as Comexposium employees. While the business […]

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding
  • Marketing

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding

Audience data provider Eyeota has announced a $15.6 million Series B capital raise to spearhead additional growth in 2018. The company was founded simultaneously in Singapore, Australia and Europe in 2010, and has remained independent and enjoyed strong growth locally, as well as launching into the US. Peter Hunter (pictured above), Eyeota’s general manager for […]

Poem Wins Four New Clients
  • Marketing

Poem Wins Four New Clients

Sydney-based PR and social agency Poem has announced it has won four new clients following another strong year of growth. The four clients are Property NSW (The Rocks and Darling Harbour), Fantastic Furniture, Ovolo Hotels and Purpose (a conference on purpose-driven business). Poem co-founder Matt Holmes said: “We’ve hit a nerve with clients who are […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]