YouTube Found a Way to Pay Artists: Better Branding Deals.

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YouTube buys out FameBit. Who’s next?

In a surprise move, YouTube parent company Google has bought out online marketplace FameBit.  FameBit specializes in connecting YouTubers with top-name brands that are interested in advertising their products and services.

The news was posted yesterday on YouTube’s blog.  This move comes as YouTube is attempting to strengthen its Partner Program.  The goal of this program is to help original content creators earn advertising revenue. According to YouTube, more brands are using YouTube as part of their effective advertising campaigns.

They wrote,

“In fact, in the last year alone, the top 100 advertisers have increased their spend on YouTube video ads by 50 percent.”

Google’s acquisitions comes as its Partner Program is now entering its ninth-year.  It also comes during a time that YouTube is under attack from artists for its poor payouts.  A new draft directive by the European Union will force YouTube and Google to pay out artists more.

About the acquisitions, the blog reads,

“We believe that Google’s relationship with brands and YouTube’s partnerships with creators, combined with FameBit’s technology and expertise, will help increase the number of branded content opportunities available, bringing even more revenue into the online video community.”

FameBit also posted the news on their website yesterday. They wrote that they’re happier than ever about the acquisition.

“From Hauls to Lookbooks, to Game Plays and Skits, we’ve watched brands and creators collaborate on more than 25,000 branded videos, generating over 2 billion minutes of watch time.

Every day we see more brands grow, transform and build closer connections with customers, while helping creators turn passion and influence into successful careers.”

Now, will this move harm content creators? Not so, according to Ariel Bardin, YouTube’s Vice President of Product Management.

“Creators will always have the choice in how they work with brands, and there are many great companies who provide this service today. This acquisition doesn’t change that.”

FameBit promises that nothing will change for content creators.

“FameBit will continue to work just like it has and will remain a standalone operation for now. We’re excited to continue helping brands and creators succeed in an even bigger way.”