14 DAY TRIAL // Don't get your hopes up just yet but it looks like the big music labels are starting to “get” the Internet. The YouTube Biz Blog brings up an interesting recent case where a major label not only wasn't hurt by the “illegal” use of one of its properties but it actually made a bundle from the free exposure. By now you are probably familiar with the “JK Wedding Dance” video that has taken YouTube by storm, trumping all previous records and reaching 12 million views in just one week, but if you're not you can be the 12 million “plus one” by watching it below.
The video features the song “Forever” by Chris Brown, the American artist whose career has seen better days, to which Sony holds the copyright. YouTube has an automated system that notifies copyright holders when their properties are being used and, so far, the labels haven't held back from removing videos or even sending DMCA take-down notices to individual users. Cover versions and a cappela renderings have been removed from YouTube but somehow, most likely because of the video’s already resounding success, Sony has managed to avoid yet another public fiasco and rake in a nice sum in the process.
It wasn't exactly whole-heartedly at first, as the label initially disabled embedding of the video, but someone at Sony had the common sense to re-enable the feature. After being informed that their song was being used Sony only added links to the video to iTunes and the Amazon music store and watched the money pouring in, as the song reached #4 on the iTunes most downloaded chart and #3 on Amazon.
So it's no surprise that YouTube uses it as an example of what can be achieved on the site by embracing the tools made available rather than crushing creativity in a misguided attempt to protect their assets. If there was ever any need for definite proof that music can survive and even thrive in the new environment, by embracing new revenue streams rather than clinging to a dying business model, this is it.
And it doesn't hurt YouTube's case either, as Google most likely made a nice round sum from the video as well, further showing that the site can be profitable, something that the search giant has been trying very hard to prove lately.
“Despite compelling data and studies around consumer purchasing habits, many still question the promotional and bottom-line business value sites like YouTube provide artists. But in the last week, over a year after its release, Chris Brown's "Forever" has again rocketed up the charts,” Chris LaRosa, technical account manager, and Ali Sandler, music partner manager, wrote.
“One of our main goals at YouTube is to help content creators effectively make money from the distribution of their content online. That they can do so in a way that brings artists and our community together to create fun, spontaneous and inspiring works, is one of the best and most exciting things about YouTube.”