Just An Online Minute... EMI Follows Rest Of Music Pack Onto YouTube
In addition to making available clips from acts like Coldplay and Norah Jones, EMI and YouTube plan to develop a system that provides for consumer-created content that uses EMI music and video. Additionally, thanks to some new Apple software, the clips won't just be available online but also on Apple TV -- the device that lets people watch Internet video on TV screens.
Financial details of the YouTube-EMI deal are vague, other than a statement that YouTube's content management tools will help EMI "track and monetize its content and compensate its artists."
The official announcement of the deal also includes the statement that EMI will be able to request removal of pirated clips via YouTube's content management system. Of course, all companies -- whether they do deals with YouTube or not -- can always request removal of copyrighted material but, presumably, the procedure will now be streamlined for EMI and others that ally with YouTube. Whether that simplified process proves to be a big boon remains to be seen.
Still, the deal recognizes the reality that users want to watch music videos online -- and aren't likely to stop, regardless of the legalities. In fact, a study earlier this year by online video metrics company Vidmeter found that music videos were the most-viewed clips taken down at Viacom's request earlier this year.