So YouTube spreads it’s music video wings. Sony BMG and Universal have joined the party making their content available for inclusion in sanctioned consumer uploads. And that is the crux of the matter, this goes hand in hand with enforcement criteria that will filter out non-sanctioned music video usage. Which gives some context Universal’s Doug Morris talking about taking action against YouTube for infringement…but only a little. That comment was probably either disassociated from the negotiations or an attempt at leverage. Perhaps, inadvertently, both.
Google have also announced similar deals for Google Video….which may be the same thing soon anyway.
This is all a further step towards the legitimization of free content models as a key strategy for music labels engaging with younger audiences and generating revenue online. Premium paid digital services still have a crucial role to play, but theirs is but one in a multi-faceted stratagem.