Alert: YouTube Is Consolidating All Artist Fans Into ‘Official Artist Channels’

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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.




3 Responses

  1. G.K.

    Concerning ISNI numbers :

    No songwriter/composer , no performing artist , no label is using this open source ISNI numbers.
The ISNI numbers won’t get any royalty to any composer/publisher/performing artist/label .

    1.) For decades songwriters/composers/lyricists/publishers use the CAE/IPI numbers , … which they get from their PRO ( ASCAP ; GEMA ; SACEM ; SIAE ; PRS ; etc. … ). 

    2.) Since decades each compostion gets a unique ISWC number ( International Standard Work Code ) , identifying the content of the particular work as well as all participating authors and composers . The ISWC number is given to a work by the PRO ( ASCAP ; GEMA ; SACEM ; SIAE ; PRS ; etc. … ) where the work is registered first .

    3.) Each performing artist that joins Soundexchange in the U.S. or a similar organisation in other countries ( PPL in the U.K. ; GVL in Germany ; etc. … ) gets an IPN number , which identifies her/him .

4.) Each recording will get a unique ISRC number ( International Standard Recording Code ) which identifies the performing artist and label .

    All these codes exists since decades and are the basis for composers/publishers/performers/labels to collect their royalties.

    • Remi Swierczek

      Dot on!
      It is als SCREWING big time labels and VEVO slave/bimbo invented by UMG!

  2. dhenn

    Exactly how do they decide what the “official” artist channel is?