In addition to the groundbreaking news that YouTube would begin monetizing short videos and revamping its Partner Program, the company today also announced a new offering for creators leveraging music to support their videos: Creator Music, now in beta testing. This new destination will feature a large catalog of songs that creators can browse, search and purchase, with music rights terms explained in simple terms so they understand costs. They will also be able to opt for tracks with a new revenue sharing option where both creators and music rights holders earn money from their content.
The changes were introduced at today’s Made on YouTube live event, where the company laid out its plans to retain the video-making community in the face of the growing threat from TikTok. Here, he announced a number of changes with a primary focus on helping creators make more money.
With Creator Music, however, YouTube is also simplifying the sometimes complicated process of finding backing melodies for creators’ video content.
“Creators have told us, time and time again, that finding the right song isn’t the hard part. It’s really about figuring out how to license it,” said Amjad Hanif, YouTube’s vice president of creator products.
As explained at the event, when a creator typically uses a song they don’t own, they have to relinquish all ad revenue to the music licensee. That means commercial music often won’t be used in YouTube videos, something the company’s new offering aims to change.
Instead of passing the revenue to the rights holder, Creator Music tracks can be purchased outright or will involve a revenue sharing agreement. With the first, the creator is buying a license where the terms and fees are detailed. In the case of the latter, the creators will split a portion of their revenue with the artists and songwriters, but will face no upfront cost to gain access to the songs.
“Music can enhance that emotional connection between artists, creators and all of their fans, and we want to strengthen this by giving creators more options to work with, while also helping artists meet fans where they already are. : right here. YouTube,” Hanif added.
To use this new resource, creators can search for the songs they have in mind, or they can search based on the budget they’ve set for the project. The service gives them a way to gain access to a larger catalog of popular music, rather than being limited to just stock music or no music at all, as is often the case, particularly with smaller creators who can’t afford to pay. the costs of using music in your videos.
Of course, Creator Music also gives YouTube another arrow in its quiver when it comes to taking on TikTok, which has expanded its service thanks to short videos featuring popular music and is now rumored to be working on its own streaming music service. . also.
YouTube says Creator Music is entering beta testing and will launch in the US later this fall. The service is currently working with independent partners including Empire, Believe, Downtown and Merlin. However, the company did not say whether or when it would include major labels.
Following the US launch, Creator Music will expand to more markets in 2023.