News - 18/09/2015

Ellie Goulding’s ‘On My Mind’ not on YouTube or SoundCloud

Ellie Goulding’s ‘On My Mind’ not on YouTube or SoundCloud

Ellie Goulding has come a long way from her first UK hit single ‘Starry Eyed’, released in 2010, becoming a global phenomenon and conquering the USA in the process. 

This means that Universal is looking to maximise revenues from her new album ‘Delirium’ and her new single ‘On My Mind’. To that end, the label has opted not to release the video for her track on YouTube - limiting presence on the channel to a 30-second video - and is wiithholding the track from SoundCloud altogether. 

However, the video will appear on Vevo, which means that users will be able to find it on YouTube after all, and that the 30-second clip may have been more of a strategic teaser to push the album’s pre-orders than anything else.The track is currently available on Spotify. 

This is a pretty clear statement that UMG will prioritise services that are willing to monetise release properly - even though as in the case of SoundCloud that means withholding material from a channel that has always served Ellie Goulding very well.

 

(Andrea Leonelli) 

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