In recent years, most of the discussion around YouTube and music has focused on rightsholders’ desire for greater royalties and less safe-harbour protection for Google’s video service.
YouTube’s potential as a sync platform, with hundreds of thousands of creators from vloggers to gamers in need of soundtracks for their videos, has got less publicity save for when it intersects with that copyright debate.
That state of affairs is changing though. Music rightsholders have a better understanding of the sheer scale of the online-video world – many more music execs know who PewDiePie is now than even a year ago, and not just because of his current controversy.
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