YouTube has unveiled a surprising new initiative called Creator Music.
As part of what appears to be a major new push to attract content creators to its platform, YouTube has unveiled a surprising initiative designed to allow its content creators to monetize their videos even when they contain licensed music — as long as it’s listed under called ‘Creator Music.’
Report from Billboard explains that YouTube has been in talks with over 50 labels, publishers and distributors to curate an extensive music list numbering ‘Several hundred thousand’ songs. Until now, YouTube creators have been forced to use royalty-free music for monetization, with even the shortest snippet of licensed music featured in a video potentially demonetizing their content.
Today’s news comes via an announcement made today during YouTube’s ‘Made on YouTube’ event taking place this week. After the new ‘Creator Music’ initiative goes live (first in beta for the United States before rolling out worldwide), creators will be given the choice to license songs directly and keep all revenue (minus YouTube’s cut of 45 %) or share the revenue with license holders.
In the case of the latter, their 55% share will be allocated based on the number of licensed songs in their video – if it’s one song, they’ll keep 27.5%, and if they use two, they’ll get 18.3%. In some situations, licensees may be awarded deductions such as performance rights fees.
The announcement follows YouTube’s overhaul of the monetization of Shorts, a rival TikTok spin-off that previously revolved around a creator pool but will instead begin a similar ad revenue sharing program where creators will earn 45% of revenue from of his short films. Details can be read on the latest company information blog.