YouTube Music Licensing Platform Unveils Global Deal with Sony/ATV’s EMI Publishing

Will SoundVault’s deal help secure fair payments to labels, artists, and other song rightsholders?

Historically, YouTube has provided incredibly low payouts to the music industry.

For indie artists, those payouts are even worse.

In 2017, Google’s popular video platform paid out artists $0.0006 per video stream, according to data shared with Digital Music News.  Last year, that number increased to $0.00074.  Pulling a U-turn, YouTube has now dropped that per-play rate to $0.00069 in 2019.

In fact, a recent report from the British Phonographic Industry (BPI) reveals the UK music industry earns more overall from vinyl sales than YouTube music plays.

Now, a new deal may ensure that the global music industry receives a fair amount.  For some videos, at least.

Partnering with Sony/ATV and EMI.

Sony/ATV has confirmed a new deal.

Music licensing platform SoundVault has confirmed a global partnership with Sony/ATV’s EMI Production Music.  The move covers sync licensing for content creators on YouTube.

The sync platform primarily offers tens of thousands of pre-cleared high-quality songs for video makers.  It also works with the user-generated content sector, including content creators and social media influencers, to ensure a consistent sync revenue stream for rightsholders.

The deal will see EMI Production Music’s catalog represented on the sync platform.

Confirming the partnership, Alex Black, Global Director of EMI Production Music, explained,

Enabling easy sync access to our incredible catalog of Production Music for the new breed of video creatives has long been a target for EMI Production Music.

We’ve been impressed with [the licensing platform’s] vision for management of sync rights in the UGC community and are looking forward to see how their technology enhances the licensing process for rights owners and video creators alike.

The global partnership guarantees fair revenue for rightsholders, including artists, publishers, and record labels.

Speaking about the new partnership, Graham Gabie, the licensing platform’s CEO, added,

[We’re] proud to find a partner in Sony/ATV who shares our values.  Protecting artists and writers’ rights online and opening up new revenue streams in licensing is our aim.

We’re now bringing solutions into the marketplace so that YouTubers and Channels can license the music they’ve been searching for, and all rights holders are paid accurately.