According to NewTeeVee the the JK Wedding Entrance Dance (above) is Sony’s 8th most popular music video on YouTube, with nearly 26 million hits.
When it was first released, Sony had a major problem. The song, Forever by Chris Brown, was their ‘property’. Lord knows Jill and Kevin Peterson didn’t pay no stinkin ASCAP fees. And now, my lord, it’s on YOUTUBE?!
Like any good Mega Corporation, Sony sued the Peterson’s, sized the church (Which later became a set for Angels & Demons), and set fire to and thus nullified the marriage certificate.
Oh, sorry. It’s not 2008 anymore. Instead, something shockingly logical happened. YouTube and Sony monetized the video. When playing it, a link to buy the song on Amazon or iTunes appears. How simple.
The Click Through Rate on that ad, for a year old song, was double the average, according to Google.
Don’t fight. Work together. We all win.
TechCrunch reported today that YouTube and Warner Music Group have embraced in a nice long man hug to bring WMGs music video library back up on YouTube. Warner gets to sell their own ads against their videos AND all user generated content that feature a Warner song. That last part, to me, is the biggest deal. Finally, one of the Big Boys is stepping up and acknowledging that people are going to use, now and forever, ‘real’ songs in their user gen content. Instead of fighting they’ll play along (and get paid to do it).
Well done, everyone.
We’ve been selling our own ads and running them on YouTube for a while. It’s a core part of the current model, and really the only way to fund a full season of a $5,000/minute web series. I expect, however, that YouTube will become even more sophisticated with their ad network. Perhaps they’ll be able to sell, up front, enough ad time against premium content that the creators won’t have to find their own advertisers. That will have its own issues to address (Product integration, for one, needs to be maintained for the time being, as that’s why advertisers agree to spend the big dollars), but this is all very positive.
I’m surprised it took YouTube this long to open their arms doors. Their Content ID system is getting evermore sophisticated, and I assume that was a roadblock a few months ago (To ensure that it ‘finds’ all user gen videos with a specific song). Regardless, props to all involved.
See what happens when we all play nice?