Google, YouTube’s parent company, bought Rightsflow, a company that handles licensing rights to more than 30 million songs. With Rightsflow under their belt, it should be significantly easier for YouTube to reward musicians for their creative work without affecting YouTube’s user base, which often uses copyright music in their content.
Unlike ContentID, which YouTube implemented as a tool to compensate artists when their work is used on YouTube (or have the YouTube content removed entirely), Rightsflow will help YouTube figure out exactly who deserves compensation per video. The money artists will be getting from popular videos would come out of ad revenues, which means YouTube partners who get a cut of ad revenues attached to their videos might get a small cut if their videos use copyright material.
For businesses thinking of using copyright material for their marketing efforts, there’s less concern now that the material will be removed or effected. However, amateur video producers and businesses should still be wary of using other people’s music. Not only could it distract viewers, musicians still have the choice to request content removal if they are displeased with the video their work is attached to.
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