News - 18/04/2016

YouTube Music Foundry is an attempt to build new bridges with the music industry

YouTube Music Foundry is an attempt to build new bridges with the music industry

YouTube has kicked off a new initiative called "Music Foundry" that will see the video giant focus on fostering local musical talent, initially in LA, London and New York. 

YouTube has long had programs in place to help talented/popular creators increase the production value of their shows, providing them with a studio environment, professional producers and funding. However, it is the first time that it works on an initiative exclusively dedicated to music.

The company’s approach has been to set up workshops featuring over two dozen artists (Bloomsberg reports) in order to teach them how to improve their use of the site, and to enable some of those artists to record live sessions that are then released on the service. 

Attacks against YouTube from music industry executives have multiplied over the past few weeks, with the IFPI consolidating those criticisms in its latest report on the worldwide recorded music industry, featuring a lengthy piece on the problem of the “value gap” created by free services like YouTube vs premium subscription services. 

YouTube may be looking to re-build some trust and some bridges with the industry through the program, but the Bloomberg article states that it may also be working on starting deeper collaborations with high-level artists, which could potentially mean that it would be looking to secure exclusives just like Tidal and Apple Music.  

 

(Andrea Leonelli) 

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