YouTube has just announced plans to consolidate artist channels on its platform — starting with Vevo.
YouTube has shifted subscribers around the past. Those channel-shifts have included some suspect changes in play counts. Now, there’s another serious round ahead.
YouTube now plans to move subscribers into consolidated Official Artist Channels. In addition, the platform will adopt the International Standard Name Identifier (ISNI) system. The ISNI system can effectively identify videos for proper attribution and royalty payments.
So maybe this is actually great news for songwriters and musicians. Let’s see how the royalty accounting shakes out.
One the viewer side, the move to consolidate music hubs will make it easier for users to maneuver its humongous library of music videos. This could have a big impact on all music partners, starting with Vevo. Vevo self-describes as “your personalized music video and music entertainment platform,” and revolves around higher-quality music videos.
Vevo collaborates with sites to provide music video content, though YouTube is easily its largest partner. The company establishes partnerships with major record companies, premium content owners, and independent artists, then basically plugs that into the juggernaut.
According to Variety, Vevo-branded channels are frequently bigger than artists’ “official” ones on YouTube. For example, JustinBieberVEVO channel has 33.6 million subscribers compared to his YouTube channel which has 4.2 million.
Accordingly, YouTube will consolidate artists’ channels on its platform.
Vevo or topic channel subscribers will be automatically subscribed to YouTube’s Official Artist Channels. Vevo channels will subsequently be accessible via the advanced channel filter in the search. They will also be available if a user specifically searches for the Vevo channel. But official channels will grab most of the traffic.
An artist who only has a Vevo channel (and not an Official Artist Channel) will still appear in search.