10 Comments

Summary:

As has been rumored for quite some time now, Warner Music Group and YouTube have realized they needed each other — and the label will make its way back to the site to offer music videos and fan use of its artists’ music for their own […]

As has been rumored for quite some time now, Warner Music Group and YouTube have realized they needed each other — and the label will make its way back to the site to offer music videos and fan use of its artists’ music for their own videos. The two companies announced today that they’d reached a deal and Warner content will return to YouTube “in the near future.” WMG videos had been removed from the video site nine months ago.

While YouTube has had trouble negotiating with the music labels, they continue to provide the most popular content on the video site. Warner has missed out on hundreds of millions of views and their associated revenue since it pulled the plug. Though YouTube did not disclose terms of the deal, it said Warner would be able to sell its own advertising on its content and YouTube would take a cut.

“Warner and YouTube have a long relationship,” said Chris Maxcy, head of music partnerships at YouTube, noting that Warner was actually the first label on the site in 2006. “Our door’s always been open to Warner. It was a continual conversation.”

One interesting aspect of how this has played out is that Warner’s approach is different than that of Sony and UMG, which are taking their music videos off YouTube and creating an entirely different site, Vevo, though it’s powered by YouTube. “We see Vevo as something very separate; we do have a partnership with Vevo” said Maxcy, who declined to comment on behalf of the labels about their relationship with each other. Warner and YouTube say they want to make a “premium” experience around the label’s videos, but we don’t know what that will look like yet.

You’re subscribed! If you like, you can update your settings

  1. This put a serious dent in YouTube’s usefulness as a music player.

    1. Sooo agreed.

  2. It just because Youtube is still very popular and music videos aren’t published in television anymore!

  3. There’s still a lot to be said here, especially form the users’ point of view. Check out http://www.youtube.com/watch?v=G6U2JkWpSYU (parental guidance advised! :)

  4. TuneInn » Vevo startet am 8. Dezember – Hulu hält sich zurück Friday, November 20, 2009

    [...] später kam Sony Music hinzu. Nachdem Warner Music nun wenigstens seine Künstler offiziell zurück auf YouTube lässt, ist es durchaus möglich, dass eine Kooperation mit Vevo folgen wird. Hintergrund der Sache [...]

  5. Vevo Nabs EMI Before Launch, Now Only Missing Warner Music Monday, December 7, 2009

    [...] of video views that it could have been monetizing. Warner Music has since reconciled with YouTube, striking a deal to get its videos back on the site in September, but it’s not clear how that might affect it [...]

  6. Warner Music Videos Land at Hulu, Not Vevo Tuesday, December 22, 2009

    [...] it merely licenses its videos to the site. And Warner Music, after a lengthy spat with YouTube, now has plenty of videos and channels for its artists (including one for Muse!) on the video share [...]

  7. CEO: Vevo Working on a Boxee App Friday, February 19, 2010

    [...] to silo most of its video assets. While Warner Music does distribute its music videos through YouTube, Hulu, and its own artist sites, Caraeff said that strategy lacks the same sort of scale that Vevo [...]

  8. youtube is the new music arena

  9. Warner and YouTube say they want to make a “premium” experience around the label’s videos, but we don’t know what that will look like yet

Comments have been disabled for this post