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YouTube is well-known for videos, but a recent Nielsen study revealed 64 percent of teens and young adults go to it to listen to and discover music. The free website, which is owned by Google, has set up advertising deals to help musicians get compensated. But it\u2019s not clear how they\u2019re getting paid \u2014 or how much. <\/p>\n
It\u2019s a safe bet that many of San Francisco State University\u2019s 25,000 students are music fans. Zachariah Bargouti says if there\u2019s an Internet connection \u2014 even on the subway \u2014 there\u2019s YouTube.<\/p>\n
\u201cIt even works under the Transbay Tube,\u201d he says, talking about the portion of the BART that runs underneath San Francisco Bay. \u201cI still have 3G and I can usually listen to something on YouTube.\u201d<\/p>\n
That\u2019s why Bargouti says he doesn\u2019t really buy music anymore. Neither does Arianna Caramat. \u201cI stopped with the downloading of artists on iTunes,\u201d she says. \u201cI just find that it\u2019s easier \u2014 more convenient \u2014 to, like, listen to online radio.\u201d<\/p>\n
The 22-year-old Caramat uses Pandora to find new music. She discovered disco there. And when she really likes a song, like Donna Summer\u2019s \u201cI Feel Love,\u201d she goes to YouTube.<\/p>\n
To its credit, YouTube is trying to help Summer\u2019s estate make some money. Chris Maxcy, the company\u2019s partner development director for music, spends his days working with labels and music publishers to license music for YouTube. \u201cIf you were to look at each month,\u201d he says, \u201cwe are paying out tens of millions of dollars to the industry.\u201d<\/p>\n
Maxcy says YouTube is paying the labels and the song writers a percentage of the revenue from advertising attached to videos like \u201cI Feel Love.\u201d<\/p>\n
\u201cWhen that video is played on our site, we target advertising to it,\u201d he says. \u201cThen we give the labels and the publishers a share of the advertising.\u201d<\/p>\n
When I watch the Summer video, an ad pops up at the bottom for Hive \u2014 whose slogan is \u201cModern design for the home.\u201d Google, which owns YouTube, has clearly figured out that I like modern furniture based on my other browsing habits. But it is not always clear how much Summer and her label will make from an ad targeted to me, compared with one aimed at a 22-year-old college student.<\/p>\n
\u201cIf you\u2019re Proctor & Gamble you might find a particular demographic more appealing,\u201d says Maxcy. \u201cSo you might find moms more appealing than teenage boys. I think there\u2019s so many variables that go into ultimately what the artist makes off of that advertising.\u201d In other words, Proctor & Gamble might pay more for an ad on YouTube than the makers of Halo.<\/p>\n
Source: Indie Music<\/p>\n","protected":false},"excerpt":{"rendered":"
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