Youtube

Within the year following YouTube's 2005 launch-which one commentator called "the biggest jolt to Internet video"-entertainment industry executives and casting agents were researching video sharing websites. When a video hit big it was not uncommon for its creator to hear from production companies. By June 2006, recognized Hollywood and music industry firms had begun to establish formal business ties with "homegrown" Youtube talent-the first believed to be comedienne blogger Brooke "Brookers" Brodack (through Carson Daly), and later but more notably, singer Justin Bieber (through Usher) and physician-become-political satirist Bassem Youssef. Conversely, old media celebrities moved into the website at the invitation of a Youtube management that witnessed early content creators accruing substantial followings, and perceived audience sizes potentially larger than that attainable by television. In June 2006 Youtube formed its first partnership with a major content provider, NBC, promoting its fall television lineup. In October 2006, Google paid $1. 65 billion to purchase the 67-employee Youtube, seeking a lucrative marketing platform as both audiences and advertisers migrated from television to the Internet. Google made the website more business-driven. starting to overlay banner ads onto videos in August 2007. While the video platform remained available for its pioneering content creators, large production companies began to dominate. Independent artists built grassroots followings numbering in the thousands at very little cost or effort, but mass retail and radio promotion-areas still dominated by record labels-proved problematic. Meanwhile, as early as 2006, Youtube management convinced four major music labels-who initially had been wary of the website because of its large quantity of their copyrighted material-to enter into a partnership with Youtube, convincing them that Youtube could help them make more money by connecting them with growing Internet audiences. In April 2009, Youtube and Vivendi teamed to form the Vevo music video service. Though Youtube invested $875, 000 in its 2011 NextUp tips and training program for promising pioneering YouTubers, the company spent $100 million on its "originals" strategy to get mainstream celebrities to curate channels-hoping to benefit from both the personal fan loyalty cultivated by its pioneering content creators and the expected higher ad rates of the new celebrity channels. Paradoxically, it was the production companies eventually formed by pioneering YouTubers that created about one-third of these new "originals" channels. By 2012, the CMU business editor had characterized Youtube as "a free-to-use... promotional platform for the music labels", and in 2013 the videos of the 2. 5% of artists categorized as "mega", "mainstream" and "mid-sized" received 90. 3% of the relevant views on Youtube and Vevo. In 2014 Youtube announced that it will block videos from labels that do not sign licensing contracts for the website's premium (paid subscription) music streaming service, in effect excluding independent record labels who have refused to sign contracts having terms inferior to those having already been agreed to by all the major labels.

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