THE NEW MUSICAL BOX

YOU TUBE THREAT TO ARTISTS?  

I've written before about the huge importance that You Tube plays in helping bands and artists promote their music. Having a video or interview clip on the Google-owned facility is pretty much an essential part of any song or album launch - and that's why artists are viewing Google's latest move with concern.

So what's the issue?

You Tube is believed to be looking at launching an advert-free subscription service for music videos which, in itself, doesn't seem like a major problem: it is after all, what several other rivals already do. But, there are two issues that musicians have spotted - one being the low rates likely to be offered (lower than rival services) and more crucially, an implied threat that should a small or independent record label or company not *sign-up* to the new service, their existing You Tube presence could be blocked.

You Tube
Soon to offer a paid subscription service? 

In essence, artists will receive less income - and could find that the viewing audience for their music falls away. Currently, whilst having a You Tube presence in itself isn't income generating, by permitting the inclusion of a short ad at the start of each play, bands and artists can earn something - and that's vital in the vastly changed music scene of today. As we already know, label publishing deals are as rare as hen's teeth, album sales are in slow decline and even touring (with all its spin-off merchandise) is not always creating the level of income that musicians need to keep going.

Radiohead's Ed O'Brien

Radiohead guitarist Ed O'Brien is trying to do something about it. He's co-chair of the Featured Artists Coalition, a group which seeks to campaign for musician's rights and he says that

 "To restrict indie artists and labels in this way is to risk creating an internet just for the superstars and big businesses."

By potentially restricting the range and variety of music on the subscription service, the Coalition also fears that innovation will be more limited and consumer choice will be severely restricted. It is said that this development - if it comes to pass - could mean that acts such as Jack White, Adele, Hot Chip, The Arctic Monkeys (all on indie labels) may no longer be available *officially* on You Tube. Some argue that this is all about artists being a little greedy, wanting to grab as much income as they can, but any considered analysis suggests that artists and fans will lose out - and the only benefits will be accrued by You Tube and the major labels.There are thousands of indie artists and upwards of 100 smaller record labels that will lose out, labels such as XL, 4AD, Domino Records and Cooking Vinyl.

Domino Records
Home to acts such as The Arctic Monkeys, John Cale,
The Amazing Snakeheads and Hot Chip

  

The musical landscape is changing rapidly and often, progress is a good thing even if there is a period of uncertainty before things settle down into some semblance of order. But, as I noted in a blog last month (Battle Of The Bands - 22nd May) , there seem to be a number of potentially large and landscape-changing *deals* in the offing. Great care must be taken so that the music and those that make it can survive - and indeed thrive: otherwise, the big labels, the major music providers and streaming services will end up shooting themselves in their collective feet.

Hot Chip
Could lose out in the You Tube stakes

It would be nice - just for once - to have a positive development that has artists and consumers at the heart of it, rather than just chasing what Jean Jaques Rousseau once said was "the untempered lust for gain". 

Alan Dorey

5th June 2014