midemblog spoke to Patrick Walker, chief content officer for MCN (multi-channel network) Base79, about how labels could be making more out of YouTube; including money.
“The first thing people need to think about its establishing and understanding your current position on the platform, based on usage,” said Walker. “Lots of users may be using your content – cover versions, etc. – in ways you should really understand. You should take advantage of that tailwind of user activity… then identify, claim and monetise.”
“I’m constantly surprised by the number of organisations that haven’t understood how important it is to assert their rights on the platform,” said Walker; “I would say missing millions of unclaimed or unmonetised content; or it might even be claimed and monetised by people who aren’t authorised to do so. So it’s important that people stake a claim… Just claiming your rights, without even uploading new content, could net you tens, hundreds or even millions of dollars over the year.”
Walker also discussed the work Base79 is doing with labels like Spain’s Blanco y Negro and the UK’s Ministry of Sound; and the Electronic Music Community, a grouping of dance music label’s YouTube channels.
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