Earlier this year, I was asked by Google (because they know I am pre “Sucker M.C.”) to work on a Doodle celebrating the 44th anniversary of the music that changed my life. The birth of hip-hop was a fusion of expression and technical innovation that forever changed our culture and Google wanted to celebrate the moment when it all came together.
I had one condition on participating: that the project be authentic and not some tech company’s interpretation of a cultural revolution. They couldn’t agree more and the collaboration led to an amazing interactive experience that used technology and Google’s reach to celebrate the birth of hip-hop. It showed me that Google and YouTube know how to listen to feedback (in this case, mine), and are willing to work hard to get things right.
I joined Google and YouTube because I saw a great opportunity to bring tech and music together and do right by artists, the industry and fans. Eight months in, I’m more optimistic than ever that YouTube can do that, but the truth is there’s still a disconnect between YouTube and the rest of the industry.
So, how did YouTube get here? What explains the current state of YouTube’s relationship with the industry? I think there are five factors that explain the current situation.
But since I’ve been here, I’ve been incredibly encouraged by what I’ve seen. The team is serious about subscriptions. And now with YouTube Music and Google Play Music merging, I’m confident they will build an even better subscription service. And with more deals like the one YouTube recently signed with Warner, they’re going to be able to take it global.
Some think ads are the death of the music industry. Ads are not death. Death is death. Irrelevance is death. Fans not being exposed to new music is death. My time at YouTube has me convinced that advertising is another powerful source of growth for the industry. YouTube’s ads hustle has already brought over a billion dollars in 12 months to the industry and it’s growing rapidly. Combined with YouTube’s growing subscription service, they’ve now got two engines taking the industry to a more lucrative place than it’s ever been before.
But that all depends on whether or not the industry chokes off these new sources of growth. I’m old enough to remember what the industry was saying about iTunes and Spotify before they started contributing billions to its bottom line. The growth that the industry is seeing today proves that ads and subscription thrive side by side.
Artists and songwriters need to truly understand what they’re making on different platforms. It’s not enough for YouTube to say that it’s paid over $ 1 billion to the industry from ads. We (the labels, publishers and YouTube) must shine a light on artist royalties, show them how much they make from ads compared to subscriptions by geography and see how high their revenue is in the U.S. and compared to other services.
For instance, critics complain YouTube isn’t paying enough money for ad-supported streams compared to Spotify or Pandora. I was one of them! Then I got here and looked at the numbers myself. At over $ 3 per thousand streams in the U.S., YouTube is paying out more than other ad supported services.
Why doesn’t anyone know that? Because YouTube is global and the numbers get diluted by lower contributions in developing markets. But they’re working the ads hustle like crazy so payouts can ramp up quickly all around the world. If they can do that, this industry could double in the next few years.
Every artist I’ve ever worked with wanted some fame and fortune. YouTube will deliver fortune … but I think they need to be just as focused on bringing the fame. YouTube is already a great force for breaking new artists; in fact, the majority of music watchtime on YouTube is coming from its recommendations, rather than people searching for what they want to listen to. But YouTube needs to find new ways to promote and break artists and their albums so they have a chance to shine on the platform and connect with their fans. This is one of my biggest priorities and you’ll see more coming soon.
Every artist should be concerned if their music shows up online without credit or payment. But YouTube’s team has built a system in Content ID that helps rightsholders earn money no matter who uploads their music. As of 2016, 99.5 percent of music claims on YouTube are matched automatically by Content ID and are either removed or monetized.
Before Content ID, when a fan shared a song with a friend through a mix tape, it was called piracy. Now it’s generated over $ 2 billion for content owners and goes far beyond what the safe harbor provision requires.
One of the first jobs I ever had in the music business was working as a road manager for Run DMC. Doing that taught me a lesson that has formed the core of what I’ve tried to do my entire career: set things up well so that the artists and fans can come together and make magic happen. I’ve spent my entire life helping artists achieve fame and fortune. I wouldn’t have joined YouTube if I didn’t believe the company was committed to delivering more revenue to artists, labels, publishers and composers — they just have to set them up well and get out of their way.
With love and respect,
Lyor recently watched “Brothers Gonna Work It Out”
Back at CES, we were impressed with Asus' new smartphone, the ZenFone AR, but it wasn't clear exactly how much it would be. Now, the Verizon-exclusive smartphone is available for preorder; it will cost $ 648. Qualified buyers can pay in installments o…
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Cloud storage doesn’t come cheap, and any low prices you see are likely to include a low amount of space. There’s a special offer on Talk Android Deals, however, that knocks the price of a popular service down to $ 36. It’s the Zoolz Dual Cloud Storage (1TB) package. Aside from getting 500GB of instant cloud […]
Come comment on this article: [TA Deals] Get a lifetime of cloud storage (1TB) from Zoolz for $ 30! (99% off)
Many people want a second number, but they don’t want a second phone. It’s probably better to avoid using your personal number for work, while dating, and on select public services where you don’t know who you’re communicating with. Your number is a piece of highly sensitive information. So you shouldn’t just hand it out […]
Come comment on this article: [Deal] Add a second number on your phone from Hushed for $ 25!
I just got off stage after a great conversation with Rhett and Link at VidCon, where we announced a number of exciting new updates. We spoke about VR, YouTube TV, new original series and a number of improvements to the core YouTube experience. Let’s talk about that!
I always have an incredible time at VidCon and this year is no different. I met amazing fans and inspirational creators and I experienced, first-hand, the wonderful sense of community and belonging between them. I hope some of these features and announcements will make their YouTube experience—and yours—better than ever.
Susan Wojcicki, CEO, YouTube recently watched Good Mythical Morning — What’s All Over My Body (CHALLENGE)
When I spoke to Electronic Arts' executive vice president Patrick Soderlund last week, Kotaku's report about why Mass Effect: Andromeda turned out so poorly hadn't been published yet. Nonetheless, when I asked him about the flawed game's development…
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There's no denying that the way we consume media has changed dramatically over the past few years. With the rise of streaming services like Netflix and Amazon Prime, entertainment is increasingly on-demand, allowing you to access your favourite movie…
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Sure, the Essential Phone might be struggling to be legally released in the United States, but that doesn’t mean we can’t get hyped up over some early camera samples. Some clips from the phone’s 360-degree camera have been making their way to Essential’s own YouTube channel, so you can check out just what the accessory […]
Come comment on this article: Check out some clips from Essential’s 360-degree camera
Twitter may never stop tweaking it's direct messaging function. Last summer, the social network added so many features to the DM tab that it basically became its own standalone chat app. Then the company tried to get everyone hooked on Twitter DMs fo…
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Despite what seems like a lot of upstream swimming over the last few years, Google has managed to turn Android Pay into one of the more popular and used mobile payment options available for users. In addition to continuing to add more cards and banks to the program, Google is also hoping to expand usage […]
Come comment on this article: Google hoping new features from Google Payment API make purchases even easier
To many of the attendees at Google I/O 2017, some of the music that played after the keynote address was completed may have seemed like your typical filler. However, it was much more than that as it represented an unveiling of NOISE on Android from ROLI. NOISE is a modular music app that enables the […]
Come comment on this article: NOISE on Android from ROLI revealed at Google I/O 2017
Unlike typical consumer-aimed quadcopter drones, Latvian company Aerones specializes in big UAVs that can carry hefty loads. Last year, they showed off one of their big lifter's prowess by towing YouTuber Kaspars Balamovskis on a snowboarding run. To…
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Kevin Hart. Rhett and Link. Ellen DeGeneres. Katy Perry. The Slow Mo Guys. Demi Lovato. Ludacris.
These amazing stars all have something in common: They’re starring in new shows premiering exclusively on YouTube. And since these shows are ad-supported, you—and every single one of our billion-plus viewers—can watch for free.
Bringing even more can’t-miss content to audiences globally
For years, we’ve been proud to work with creators like Casey Neistat, Jackie Aina and countless others who have turned their channels into daily destinations. And with these channels packaged within Google Preferred—our offering that allows brands to advertise on some of the most-loved and most-watched content on YouTube—brands have been able to support the videos you love, so you can enjoy for free.
These channels continue to be hugely successful. That’s why, starting in 2016, we made the decision to take YouTube to the next level. We began making premium original content for our subscription service, YouTube Red, releasing 30 series and movies in just over a year. And we kept hearing from brands they wanted to be more involved in these premium series.
Launching new ad-supported shows, exclusively on YouTube
When excited fans, brands, and creators tell us something, we listen. We’re thrilled to announce that beginning later this year, some of the biggest YouTube creators and Hollywood names will be featured in seven new series on YouTube—bringing more can’t-get-enough-of and can’t-find-anywhere-else shows to everyone, everywhere. With these new shows, brands can be a part of content that’s generating buzz around the world.
Check out the must-see lineup:
We’re excited to partner with top creators and world-class production companies to offer these new shows to audiences globally—on the platform where the world chooses to watch over a billion hours of video every day.1 People turn to YouTube to express themselves, engage with creators, and connect with the thriving communities they’re proud to be a part of.
This vibrant fan and creator community is also why brands turn to YouTube. And we’re excited that Johnson & Johnson Consumer Brands will be our first advertising partner of this new content. In addition to a major investment in our creators through Google Preferred, they’ve signed on as the exclusive sponsor of Best.Cover.Ever., helping to make the talent competition accessible to YouTube viewers.
Robert Kyncl, Chief Business Officer, YouTube, recently watched “Justin Bieber – Despacito Ft. Luis Fonsi & Daddy Yankee.”
1Source: YouTube Internal Data, Global, 2016
Fender first revealed its mobile software plans back in August of last year when the guitar maker's digital arm debuted a tuner app for iOS. In November, we learned the company had guitar amplifiers in the works that would wirelessly sync settings wi…
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A collaboration between MIT’s Self-Assembly Lab, Steelcase, and designer Christophe Guberan has resulted in a 3D-printing breakthrough. The process uses a rapid liquid printing technique that improves speed, scale, and quality.
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Like something out of a James Bond movie, Scubalec is a new Kickstarter crowdfunding project for a handheld, arm-mounted personal jet drive, designed to propel intrepid users through the water.
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Facebook spent time chatting about Messenger bots at its F8 2017 developer conference. New bots from Spotify, Western Union, Mastercard, and Rue21 had some of the coolest features features we saw.
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Earlier this week Google shared via some social media networks a claim that it had closed their own gender pay gap globally and eliminated a racial pay gap in the U.S. Despite that claim, the company finds itself in hot water and facing some bad press thanks to a claim made in a U.S. court […]
Come comment on this article: Google facing claim of ‘extreme’ gender pay differences from Department of Labor
Curious about Amazon’s Prime Air, and how the delivery service came to be? We’ve compiled a history of the effort, which will get you up to speed and help you understand why Amazon is serious about drones.
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Baselworld 2017 is nearly here, and we’re expecting to see a ton of great new smartwatches from the likes of Tag Heuer, Movado, and more. Here’s everything we expect to see at the annual watch and jewelry trade show.
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The past few weeks have been intense for the tech world, what with MWC and GDC taking place over the past few weeks. Now it's turn for SXSW 2017. We're on the ground in Austin, Texas to check out what the festival has to offer with its interactive, m…
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We spent time on the show floor at the recent London Wearable Technology show, finding the most unusual, fun, different, and downright mad new gadgets on display. Here are our five favorites from the show.
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Step into the future in Pizza Hut’s new smart shoes that, what else, order a pizza for you. Apparently, shoes are no longer made for walking you over to the pizza joint — they’re made for ensuring the pizza comes to you.
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Epicenter is part of a movement to build the office space of the future. For many Epicenter members, the goal isn’t just to kick back with yesteryear’s pleasures — it’s to push forward as early adopters of untested technology.
The post From RFID implants to genital yogurt, Epicenter is the future’s awesomely odd office appeared first on Digital Trends.
Panasonic recently introduced a program for monitoring your heart rate — with just software and a video camera. The program analyzes changes minute in the skin from a video camera or even a webcam.
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At 10:01 AM EST on February 18th, a SpaceX flight will take off from Launch Complex 39A for the first time since the company signed a 20-year lease for its use. The company will also attempt another first stage landing around 9 minutes after take off…
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University of Minnesota chemists have developed a more eco-friendly way to manufacture tires by making them out of grass and trees — and all without affecting their color, shape or performance.
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If you’re applying for a passport or renewing one, you need to submit a photo along with your official application. There are strict guidelines, but fortunately, it’s something you can do at home. Here’s how.
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FCC Chairman Ajit Pai announced on Friday that the FCC will not let nine companies participate in the federal Lifeline program, which provides low-cost internet connectivity for some of America's lowest-income households. This decision comes just wee…
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There isn’t any doubt that the Huawei Mate 9 is one of the best phones of 2017. It’s still early in the year, but Huawei is going all-in with this global flagship. The Mate 9 has a stunning metal body, offers specifications fine-tuned for the software, and comes with the latest version of Android. Our […]
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This week, Japan is trying out some new technology in space designed to help clear up dangerous pieces of debris orbiting Earth. The trouble is, it’s not working properly.
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In a decisive victory for the Earth, Ireland has become the world’s first country to completely divest from fossil fuels. In a 90 to 53 vote, the Irish Parliament passed legislation that will drop coal, oil, and gas investments.
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Google is set to make it a whole lot easier to tether Android devices — the company is currently rolling out “Instant Tethering” to Google Play Services, which will allow users to quickly and easily tether devices connected to a Google account.
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The pro cycling world may be cracking down on the use of hidden motors to cheat in races, but it doesn't look like governments are ready to make it a criminal offense. The French government has shot down a proposed law that would have made this "tec…
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The CES technology show isn’t only about big-name announcements, there are plenty of cool accessories on display too. We toured the halls and found our five favorite new products for your smartphone.
Baby tech stole the show at CES with meaningful innovations that make life easier for moms, dads, and their babies. Here’s the best baby tech, Here’s the best baby tech, including the Willow breast pump, which is Digital Trends’ award-winner for best wearable.
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In 2017, a 4K, 60 fps action camera could hit the market and challenger-brand Yi Technology aims to make the first one. The company teased its new cameras during a pre-CES announcement over the weekend.
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Everyone at Talk Android wishes you a warm, joyful Christmas! Come comment on this article: Merry Christmas from Talk Android! Visit TalkAndroid
Come comment on this article: Merry Christmas from Talk Android!
A South Carolina Representative proposed a change to the state’s Human Trafficking Prevention Act requiring porn-blocking software to be installed on new, internet-connected devices. Owners will be required to pay a fee to deactivate the block.
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A piece of research from MIT suggests a new technique for training speech-recognition systems — by getting them to learn by looking at images. The results could democratize the technology for people around the world.
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When we think of aluminum Christmas trees, we think of the Charlie Brown Christmas special. And Charles Schulz nailed that one. We look at a few other looks in addition to the metal era.
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With consumers moving toward smart devices, Neato Robotics has launched a robot vacuum that can be connected to Amazon’s virtual assistant Alexa. With the Neato vacuum, cleaning your home is as simple as saying, “Alexa, clean my house.”
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It looks like the Canadian carrier market is set to finally get another competitor — Freedom Mobile, formerly known as Wind Mobile, is finally getting LTE. Initially, only the LG V20 and ZTE Grand X4 will work on the network, and only in Toronto and Vancouver.
The post Canadian cellular firms face new competition from Freedom Mobile’s LTE networks appeared first on Digital Trends.
Vine is up for grabs according to a new report that claims its parent company Twitter is considering multiple bids for the platform. A takeover could save the video-looping service from the scrap heap, but at what cost?
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Today is a big day for music in Germany. YouTube has reached a landmark agreement with the Germany-based music rights organization, GEMA, meaning that starting today, more music will be available on YouTube in Germany. This is a win for music artists around the world, enabling them to reach new and existing fans in Germany, while also earning money from the advertising on their videos. And for YouTube users in Germany, who will no longer see a blocking message on music content that contains GEMA repertoire, for the first time in seven years.
This agreement reflects a long-held commitment that composers, songwriters, and publishers should be paid fairly, while ensuring fans can enjoy their favorite songs and discover new music on YouTube. That commitment has helped YouTube evolve into an important source of promotion and revenue for musicians. As such, we continue to invest in our rights management system, Content ID, to protect rights owners while continuing to innovate and create new and exciting YouTube features such as VR and 360, that can heighten the music experience on YouTube even more.
From AnnenMayKantereit to Rolf Zuckowski, we heartily welcome German artists and songwriters from A-to-Z to YouTube. And to our YouTube community, enjoy the music!
Christophe Muller, YouTube’s Head of International Music Partnerships, recently watched “Best Friends Challenge with Justin Timberlake.”
Everyone at Talk Android wishes you a spooky and scary night! Come comment on this article: Happy Halloween from Talk Android! Visit TalkAndroid
Come comment on this article: Happy Halloween from Talk Android!
If you could see that the car in front of you was being driven autonomously and therefore navigating in an ultra-safe manner, how would you react? Would you treat it as you would any other road user or be more inclined to torment it, knowing it would…
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Tired of getting battered and bruised while playing basketball? Blindsave claims it has developed the world’s first protective equipment that conforms to the body and is light enough to wear while shooting hoops.
The post Blindsave protective gear shelters you from the bumps and bruises of B-ball appeared first on Digital Trends.