Mastering YouTube: How to Boost Your Content Business in the Digital Age
Navigating YouTube Copyright and Licensing for Musicians and Content Creators
History of YouTube
In 2005, Chad Hurley, Steven Chen, and Jawed Karim founded YouTube as an online platform for sharing and viewing videos. The company witnessed tremendous growth and was later acquired by Google in 2006 for $1.6 billion.
However, in 2007, YouTube was sued by Viacom and other content providers for copyright infringement. The lawsuit alleged that YouTube was liable for hosting thousands of infringing videos uploaded by users between 2005 and 2008 and sought damages worth more than $1 billion. The case was settled out of court with a provision requiring Google to provide a tool for rightsholders that was "efficient" and "effective" for managing their rights.
To fulfill this obligation, Google acquired RightsFlow in 2011, which had amassed a vast catalog and developed software for identifying, reporting, and paying royalties associated with music publishing licenses. Google integrated the technology and data into the Content ID Content Management System, launched on January 1, 2012, and made available to select music publishing rightsholders. The CMS was already accessible to record labels and film/TV companies. Rightsholders began to add and edit asset metadata on the copyrights they controlled. Initially, rightsholders tended to block or take down any content containing their copyrights, but later they started to track and monetize the content. Today, several thousand music publishers, record labels, PROs, and administrators worldwide contribute to the CMS.
YouTube generates revenue by selling advertising displayed in association with uploaded videos and via subscriptions to viewers for ad-free content, offline access, and exclusive content through YouTube RED. Initially created to serve Google.com, the AdSense advertising network has become the world's most sophisticated advertising sales platform, providing advertisers unprecedented control over their messaging and analytics. YouTube's partnership with AdSense offers advertisers a unique opportunity to advertise on YouTube videos.
YouTube splits its income from advertising and subscriptions with rightsholders; to date, it has paid them above $3 billion. The company has significantly increased its offerings by improving the capability and capacity of Content ID, adding access to new tools, and building recording facilities. YouTube continues to create new ways to monetize content globally and forge strategic partnerships.
YouTube and the Music Industry
YouTube has become a dominant player in the music industry, with over 2 billion monthly active users and over 1 billion hours of video watched daily. As a result, YouTube has a significant influence over the way that music is distributed, consumed, and monetized.
One of the most critical tools that YouTube offers rightsholders is Content ID, a digital fingerprinting system that allows rightsholders to identify their copyrighted material on YouTube. When a video is uploaded to YouTube, the Content ID system scans it and compares it to a database of copyrighted material. If a match is found, the rightsholder can monetize the video, track its performance, or block it from being viewed on YouTube.
YouTube offers multiple ways for rightsholders to monetize their content on the platform. The most common way is through advertising revenue, generated by displaying ads before or during videos. Rightsholders can also generate revenue through subscriptions to YouTube Premium, which provides ad-free viewing and exclusive content. In addition, rightsholders can sell merchandise through YouTube and generate revenue from live performances and tours promoted through the platform.
YouTube has become an essential platform for distributing, consuming, and monetizing content. As the platform continues to evolve, rightsholders must stay informed about new developments and take advantage of YouTube's many tools to protect and monetize their content.
VEVO and YouTube
VEVO is a multichannel music video network that started in 2009. It is a joint venture between Universal, Sony, Google, and Abu Dhabi Media and serves official music videos exclusively to attract premium advertising. While VEVO videos and channels are controlled via VEVO, they are mirrored on YouTube. All royalties for music videos and sound recordings are paid to record labels for viewership on VEVO, while music publishers who own the underlying compositions are paid directly by YouTube.
Content Management System (CMS)
YouTube is a platform that enables creators to share their videos with the world. However, YouTube has a Content Management System (CMS) to manage copyrighted content appropriately. Below, we will explain how YouTube's CMS works and what it does.
YouTube's CMS is a complex tool that allows rightsholders to manage the copyrights they control. It consists of different modules: Content ID, Video Manager, Channel Manager, AdSense, Analytics, and Content Delivery. The CMS helps rightsholders to protect their intellectual property and make money from it.
Assets
An asset on YouTube is a container of intellectual property containing all that property's metadata. The CMS has two primary types of assets: composition and sound recording.
Composition
Composition is the written words, lyrics, and melody of a song. It is usually owned and managed by a music publisher. However, an indie composer, arranger, or artist may act as their music publisher to collect their royalties. Required metadata for compositions includes a custom ID (assigned by the owner), title, writers, publishers, ownership splits, the territory of control, and related International Standard Recording Code (ISRC) or related asset ID.
While not required within Content ID, including the International Standard Musical Work Code (ISWC) associated with a particular composition is recommended. ISWCs are issued by organizations such as ASCAP in the United States.
Compositions are connected to sound recordings via a related ISRC. This connection denotes a composition being embedded in a sound recording. A composition must be connected or embedded in a sound recording to make money or generate analytics via the CMS.
Sound Recording
A sound recording is the actual recording of a song. A record label owns it, but indie artists and bands may act as their record labels to collect their royalties. In the CMS, a sound recording has a corresponding reference file, a unique digital fingerprint used to identify videos that might contain that sound recording programmatically. Required metadata for sound recordings includes title, artist, record label, territory, and ISRC.
ISWC and ISRC in the Music Business
ISWCs used to identify compositions and ISRCs used to identify sound recordings are not exclusive to YouTube. They were created decades ago to identify compositions and sound recordings across all aspects of the music business.
Functions of Content ID
Content ID is YouTube's primary matching algorithm that utilizes a digital fingerprinting system to identify videos that may contain copyrighted work. The system automatically claims ownership and applies a use policy to the matched video upon a successful match. There are three types of claims:
Potential claims: These are made available within Content ID to rightsholders when it has been determined that the video is highly likely to contain copyrighted material but is not 100% certain.
Manual claims: These are done manually by searching for videos that might contain copyrighted work. When matches are identified, the rightsholder can claim ownership of the video and apply a use policy.
Claim disputes: If a video owner with a claim made on their video believes it was done in error or illegitimately, they can dispute the claim. The rights holder is made aware of the dispute in the CMS console. They then have 30 days to either remove the claim or uphold it.
If the claim is upheld, the video owner may appeal the decision, and YouTube will review the case. Suppose the decision is overturned in favor of the video owner. In that case, the claim will be released, and any monetization revenue withheld during the dispute will be paid to the video owner.
It is important to note that disputes should only be made if the video owner believes the claim was made in error or if they have a legal right to use the content. Making false or frivolous disputes can result in penalties, including terminating the video owner's channel.
Overall, Content ID and the YouTube CMS provide potent tools for rightsholders to manage their copyrights and earn revenue from their content on the platform. However, rightsholders and content creators must understand the system and follow its policies and procedures to ensure fair and legal use of copyrighted material.
Why Well-Organized Metadata Matters
Metadata refers to the detailed information that identifies a piece of intellectual property. For music publishers and record labels, a well-organized metadata catalog is crucial for getting paid and maximizing revenues from various platforms. Below, we will discuss best practices for managing music metadata on YouTube and VEVO.
For music publishers and record labels, well-organized metadata is their most valuable asset. Clean, thorough metadata is essential for getting paid accurately and on time and maximizing revenue from various sources, including physical sales, streaming services, touring, and radio airplay. In addition, a well-organized catalog makes managing and promoting music easier and can lead to increased exposure and fan engagement.
Metadata Specific to YouTube
When it comes to YouTube, metadata is critical. An asset on YouTube is a container of intellectual property, and there are two primary types of music assets: composition and sound recording. Both types require specific metadata to be appropriately identified and tracked.
Composition asset metadata includes the title, writer(s), publisher, percentage control, territories of control, ISWC, HFA Song Code, related ISRC code, and custom ID. Sound recording asset metadata includes the title, artist(s), record label, territories of control, ISRC code, and custom ID. In addition, there are other data points to consider for music with global exposure, such as album titles, release dates, and genre.
Asset Labels are another vital element of metadata, which helps to organize assets into custom categories. Labels can divide a catalog by writer, sub-catalog, sub-publisher, or any other relevant category. Asset labels are free-form, and as many as needed can be added to an asset.
Delivering Metadata
Metadata can be edited and delivered to YouTube in several ways, including via the CMS, the browser uploader, the YouTube ingest spreadsheet, or Dropbox. Select CMS partners are also granted API access to build proprietary software that interacts with the YouTube system to manage large amounts of metadata.
A Note on YouTube Metadata
YouTube now has the most robust and significant collection of music rights information. However, the data contained and accessible within the CMS is imperfect and contains errors. The good news is that rightsholders can edit and confirm the data of the copyrights they control.
Part 1: Metadata Requirements for YouTube
YouTube considers an asset as a container of intellectual property. There are two types of music assets: composition and sound recording, each with its respective metadata requirements.
Composition asset: The following metadata fields are required for a composition asset:
Title
Writer(s)
Publisher
Percentage control
Territories of Control
ISWC
HFA Song Code
Related ISRC Code
Custom ID
Sound recording asset: The following metadata fields are required for a sound recording asset:
Title
Artist(s)
Record Label
Territories of Control
ISRC Code
Custom ID
In addition to these fields, other data points to consider for global exposure outside of YouTube include album titles, release dates, and genre.
Asset labels can be used to organize assets into custom categories. Music publishers and record labels often use labels to divide their catalog by writer, sub-catalog, sub-publisher, etc. Asset labels are free-form and can be added to an asset as needed.
Metadata can be found via various sources, including the US Copyright Office, PROs, Harry Fox Agency, Music Reports, Sound Exchange, and other streaming services. Other rightsholders may have already added a significant portion of music metadata. However, the data contained and accessible within the YouTube CMS is imperfect and may contain errors. Rightsholders can edit and confirm the data of the copyrights they control.
Part 2: Metadata requirements for VEVO
VEVO is a multichannel music video network that serves official music videos exclusively. To get a VEVO channel, one must be considered a record label or work with one. Some aggregators and third-party services can help with this process.
VEVO videos and channels are controlled via VEVO but are mirrored on YouTube. All music video and sound recordings royalties are paid to record labels for viewership on VEVO. Music publishers who own the underlying compositions are now paid directly by YouTube.
Part 3: YouTube tools for managing music metadata
YouTube Creator Academy is a free online resource that offers lessons on using YouTube. It is recommended that anyone working in the music industry take the time to go through the Creator Academy. It provides valuable information on building your fan base, accessing tools, collaborating with other creators, and more.
YouTube Playbook for Music is another free resource that provides insights into how YouTube works for music.
YouTube Artists provides granular analytics specific to artists and bands, such as fan demographics, music consumption, etc. This is great for planning a tour.
YouTube Analytics reports information on viewer metrics and revenue. The data and tools can be used to nurture one's fan base, plan a tour, or sell specific merchandise.
AdSense is Google's advertising network, which can be used to monetize content on YouTube.
YouTube Space is a network of world-class recording and production studios that can be accessed by YouTube creators who meet specific criteria.
Proper metadata management is crucial for maximizing revenues on YouTube and VEVO. By following the best practices outlined in this article and utilizing the various tools provided by YouTube, music publishers and record labels can ensure that their catalog metadata is clean, thorough, and accurate.
Metadata is detailed information identifying a piece of intellectual property, such as a song or album. It is a critical component of the music industry, as it allows for accurate tracking and payment of royalties and effective music promotion and distribution. This article will explore the importance of managing metadata in the music industry and guide best practices.
In the music industry, managing metadata is crucial to success. Metadata is the information associated with a particular piece of music, such as the title, artist, album, and genre. It also includes information about ownership, rights, and licensing. Understanding and managing this information is essential for anyone in the music industry, from musicians and producers to record labels and publishers.
With millions of users uploading videos every day, it is essential to understand how ownership and rights work when it comes to music on the platform.Â
Here are some examples of how metadata plays a role in different scenarios on YouTube:
Live Performances
Record labels may own the sound recordings released on albums or made available for streaming or download. However, they may not necessarily own recorded versions of live performances. If an artist goes on tour and gets filmed and uploaded by fans or their crew, the artist or band may hold the rights to that specific recording and can claim it. However, a music publisher may only claim the video via the embedded composition if the uploader has obtained the proper sync license to record and distribute the live performance.
Covers
If someone covers a song, the composition or the publisher can claim that cover. When a user creates a video and uploads it, they may check a box that says they own all the rights to that video. However, if an owner surfaces later with a claim to it, the uploader must relinquish rights to that particular video.
For example, if someone does a "Jailhouse Rock" cover, Content ID will not identify them as Elvis because they do not sound like Elvis. However, the song's writers, Jerry Leiber and Mike Stoller, still own the rights to the underlying composition. So if they were to find that video, they could still claim that composition. If the uploader had their label, they could own a new master recording, but the publisher, Leiber and Stoller, could still claim ownership of that composition.
Film/TV
Broadcasters like ABC, NBC, CBS, and production companies will own their particular media and be able to claim ownership of it and receive any money generated from YouTube. Many people put together their own "cut" or "clips" of a TV show or film, either for tribute or to break it down for others. If they use music for this "remix" of a TV show or film, the sound recording or composition owner may have the right to claim the video and the clip owners.
Games
Play footage of video games is popular on YouTube. However, it is essential to note that while the video game maker may license music, that license rarely includes the right for game players to upload footage to YouTube. Therefore, the sound recording or composition owner could also claim some user videos that contain video game footage.
Live Events with Background Music
Any event uploaded by any YouTube user that may have music playing in the background is still a sync use, even if the music is incidental. The composition or sound recording owner may often claim these types of videos.
In conclusion, managing metadata is crucial for anyone involved in the creative industry, especially on platforms like YouTube. Understanding ownership, rights, and licensing can help prevent legal issues and ensure that the appropriate parties receive credit and compensation for their work.
Music Industry Basics for Youtube
To better understand how YouTube and rightsholders work together, it is essential to have a basic understanding of the relevant parts of the music industry.
Copyright
Copyright law is foundational to the music industry, protecting those who have created or own musical works and allowing them to receive attribution and remuneration for their works. For this guide, we will reference the United States copyright law. In the context of YouTube and the music industry, three types of copyrights are relevant to consider:
Composition: The song, which comprises the words, notes, melody, and arrangement of a musical work. A music publisher owns a composition, and a cover of a song must be licensed by the publisher just as the original recording is licensed.
Sound Recording: The actual recorded audio is an interpretation of a composition. A record label owns a sound recording and may include vocals, drums, strings, horns, electronic sounds, or any other type of audio arranged into a single master recording. A sound recording may be embedded in multiple videos, each with only one composition.
Music Video: Visual imagery synced with a sound recording for interpreting music in a visual medium. A music video is usually owned by the same record label that owns the sound recording. It might be a high-budget choreographed production or something as simple as a recording of a live performance.
Performance Rights Organizations (PROs)
Performance Rights Organizations, or PROs, collect and distribute royalties on behalf of music publishers and songwriters. The United States has three major PROs: ASCAP, BMI, and SESAC. These organizations collect royalties for the public performance of musical works in various contexts, including live performances, radio broadcasts, and streaming services like YouTube. PROs ensure that songwriters and publishers receive fair compensation for using their works.
Sync Licensing
Sync licensing refers to the use of music in visual media, such as films, TV shows, commercials, and video games. When a song is used in a visual medium, the composition and sound recording owners must give permission and be compensated for using their respective works. Sync licensing is a significant revenue stream for musicians, allowing their music to reach new audiences and generate income beyond traditional album sales and streams.
Mechanical Licensing
Mechanical licensing refers to the use of music in audio-only media, such as CDs, vinyl records, and digital downloads. Only the composition owner must give permission and receive compensation when a song is used in an audio-only context. Music publishers typically handle mechanical licensing, which issue licenses to record labels, distributors, and streaming services.
Publishing
Music publishing refers to the business of managing and monetizing musical compositions. Music publishers typically represent songwriters and own a share of the copyright in the compositions they manage. They generate revenue by licensing compositions for use in various media, collecting royalties from PROs, and administering sync licenses.
The Role of Music Publishers
Music publishers play a crucial role in the music industry by representing the interests of songwriters and composers. Publishers often partner with record labels to ensure that their clients' music is distributed and promoted effectively. Music publishers may also handle licensing and royalty collections for their clients' compositions.
When it comes to YouTube, music publishers are responsible for managing the rights to music compositions used in videos. This includes ensuring that the proper licenses have been obtained and that the rightsholders receive the appropriate royalties for using their music on the platform.
In summary, understanding the basics of copyright, PROs, sync licensing, mechanical licensing, and music publishing is essential for navigating the music industry and succeeding on platforms like YouTube. By working with rightsholders and utilizing the resources available, musicians and content creators can maximize their revenue and reach new audiences through the power of music.
The Role of Record Labels
Record labels are responsible for producing, distributing, and promoting sound recordings. They invest significant resources into finding, signing, and developing artists, as well as creating and marketing their music.
On YouTube, record labels manage the rights to their artists' sound recordings and music videos. This includes issuing takedown requests for unauthorized uploads and monetizing authorized uploads through YouTube's Content ID system.
The Role of Performance Rights Organizations
Performance rights organizations (PROs) are responsible for collecting and distributing performance royalties to songwriters and publishers for the public performance of their music. PROs operate globally and often represent the interests of multiple songwriters and publishers.
On YouTube, PROs play an essential role in ensuring that their clients' music is correctly licensed and that the rightsholders receive the appropriate royalties for using their music on the platform.
In summary, YouTube has become a critical platform for the creative industry, allowing artists and brands to reach a vast global audience. However, navigating the complex landscape of music rights on YouTube can be challenging. By understanding the basics of copyright law and the roles of music publishers, record labels, and performance rights organizations, artists and entrepreneurs can effectively manage their music rights on the platform and maximize their revenue potential.