Warner Music is entering into an agreement with YouTube that allows them both to share revenue from advertising whilst a Warner music video is showing on YouTube.
This is a very interesting collaboration showing Warner Musics growing maturity in the digital sector, this following on from Universals, “WTF is going on? Why are you marketing our products for us?” outburst directed at MySpace and YouTube last week accusing them both of being “copyright infringers” who owe the music industry “tens of millions of dollars.” L:L hears the rumbling of lawyers and their mighty pens.
“Technology is changing entertainment, and Warner Music is embracing that innovation,” said Warner Music Chairman Edgar Bronfman Jr. “Consumer-empowering destinations like YouTube have created a two-way dialogue that will transform entertainment and media forever.”
Everyone it seems is fighting for the eyes and ears of the masses and slowly but surely the realisation that instead of fighting the avenues opening up before them, embracing these opportunities is much more lucrative. How far back into the past do we have to go to find content owners that used to pay for their marketing, instead of being paid for it?