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

Animation Copyright Agency Hark Attack Hat Tip PRIA

Latest News

Connection As Currency – How DTC Brands Are Changing Commerce
  • Opinion

Connection As Currency – How DTC Brands Are Changing Commerce

James Horne (main photo) is the CEO of Balance Internet. In this guest post, he says direct-to-consumer DTC brands that endure past the initial launch have a true differentiation, standing out from competitors by driving connection… We’ve always known that brands need more than a good product and website to stand out from their competitors […]

Opinion

by B&T Magazine

B&T Magazine
Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]