Listen up all content creators on YouTube; ever wanted to post your vlog or creative content onto your channel but the hassle to add music in the background was just too demanding? Luckily for you, YouTube has made it so much easier to add your favorite songs to your next videos.
In addition to the groundbreaking news that YouTube would begin to monetize Shorts videos and revamp its Partner Program, the company also announced a new offering for creators who leverage music to back their videos: Creator Music, which is now in beta testing.
What is Creator Music?
More of a new destination than an added new feature, YouTube will introduce a large catalog of songs that creators can pick and choose from that will make adding songs just that much easier. Amazing right? Like shopping from a set-out playlist with no copyright issues in sight! What makes the new destination so convenient is that YouTubers can browse, search and purchase songs with the terms of the music rights spelled out simply to easily digest and understand the cost of using a song.
The platform will allow creators to opt for tracks with new revenue-sharing options where both creators and music rights holders earn money from their content. The Made on YouTube live event, introduced the company’s plans to retain the video creator community in order to prevent creators from diverting to TikTok.
YouTube announced a number of changes with a primary focus on helping creators make more money while simplifying the process to make content. Adding music on YouTube was always a complicated process for beginners or users who are unfamiliar with copyrights to songs to add another layer of depth to creators’ video content.
“Creators have told us, time and time again, that finding the right song isn’t the hard part. It’s actually figuring out how to license it,” noted Amjad Hanif, VP of Creator Products at YouTube.
As explained at the event, when a creator typically uses a song they don’t own, they have to give up all the ad revenues to the music license holder. That means commercial music will often not be used in YouTube videos — something the company’s new offering aims to change.
How does YouTube Creator Music work?
Instead of passing the revenue to the rights holder, the tracks found on Creator Music can either be purchased directly or will involve a rev-share deal. In the first scenario, the creator would be buying a license where the terms and rates are spelled out. In the second, creators can decide to split a portion of their revenue that they will make from the video on YouTube with the artists and songwriters but will not face any upfront costs to acquire access to the songs.
“Music can power that emotional connection between artists, creators, and all of their fans — and we want to strengthen this by offering creators more choices to work with, while at the same time helping artists meet the fans where they already are: right here on YouTube”
Youtube VP and spokesperson for Creator Music Amjad Hanif
This introduction to the platform will allow creators to search for the songs they would like to add to their content and see how well the usage of the song matches their budgets and desired monetary outcomes per video. The service enables creators to a catalog of popular music,
Instead of being limited only to stock music or no music at all, as is often the case, particularly with smaller creators who can’t afford the costs of using music in their videos. Which is an important factor to make videos engaging and gain a bigger reach.
YouTube mentioned that Creator Music is entering beta testing and will launch in the U.S. later this fall. The service platform indicated that it is currently working with indie partners including Empire, Believe, Downtown and Merlin, and are waiting to announce the bigger labels that will be available in the future. Following the U.S. launch, Creator Music will expand to more markets in 2023.
For all the latest social media updates subscribe to ITP Live’s newsletter below: