The company today also announced a new offering for creators who use music to back their videos, called Creator Music, which is currently in testing. With the terms of the music rights spelled out in simple terms, creators will be able to browse through, search and purchase a large catalog of songs. The revenue-sharing option will allow both creators and music rights holders to make money from their content.
At today's Made on YouTube live event, the company presented its plans to retain the video creator community in the face of TikTok. The changes were announced to help creators make more money.
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A sometimes complicated process of finding backing tunes for creators is simplified by Creator Music.
Finding the right song isn't the hard part according to creators. Amjad Hanif said that it was figuring out how to license it.
When a creator uses a song they don't own, they have to give up their ad revenue to the music license holder. The company's new offering aims to change that, as commercial music won't often be used in videos on the site.
Instead of passing the revenue to the rights holder, the tracks on Creator Music can be purchased directly. The creator buys a license where the terms and rates are spelled out. In the case of the latter, creators will split their revenue with the artists and writers, but they won't have to pay for access to the songs.
Hanif said, "We want to strengthen this by offering creators more choices to work with, while at the same time helping artists meet the fans where they already are"
To use this new resource, creators can either search for the songs they have in mind or set a budget for the project. The service gives them a way to gain access to a larger catalog of popular music, instead of being limited only to stock music or no music at all, particularly with smaller creators who can't afford the costs of using music in their videos.
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Creator Music is rumored to be working on its own streaming music service, as well as taking on TikTok, which has grown its service on the back of short videos set to popular music.
Creator Music will be launched in the US later this fall. The service is working with several independent partners. The company didn't say when major labels would be included.
Creator Music will expand to more markets in the years to come.
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