YouTube launches commercial music program for creators, expands testing for dying community posts

Just days after Meta announced its launch a new Music Revenue Sharing Programwhich will allow creators to add licensed music to their content, YouTube has announced that it is implementing the same, in a small pool of early testing.

As explained by YouTube:

We’re starting to experiment with ways to expand creators’ music options for their content. This includes introducing the ability for creators to access music from our partners while still earning revenue from their videos. For now, we’re still building and testing with a limited number of creators, and we’ll have more news to share in the coming months. »

Like Meta’s scheme, the initiative will see music rights holders take a cut of any revenue generated as a result of the use of their music in a creator’s music video. This could lead to concerns about their music being attached to controversial content, although creators are required to meet specific standards and platform usage requirements to qualify for the program.

Really, it’s not too surprising to see YouTube implementing a similar offering. If the music industry can establish a deal on one platform to generate more revenue, then they will explore the same in all other apps – which could mean creators of all social apps will soon have a lot more options for music they can legally use in their content.

This could be a big improvement in the creative process, allowing more people to engage with viral music trends and changes. It’s still early days, on YouTube in particular, but it could open up a lot more opportunities, which could also extend to the brand’s use of commercial leads at some point.

On another front, YouTube also announced an expansion of its community posts disappearance test on Android.

As you can see here, with this new option, channel managers can create community posts that disappear after 24 or 72 hours.

YouTube launched the initial test late last month, with more users now able to try it out.

“You can see if you are in the experience if an hourglass icon appears when you create a message – if you want to test it, select the hourglass to choose when the message will expire. Once a message expires, it will will display in your Community tab under the Archived filter (which only you will be able to see).

YouTube says it’s now available to a small group of creators on Android – “although viewers on all devices can view expiring posts”.

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