Premium music videos are coming back to YouTube’s UK website, after a licensing deal was finally struck between Google and PRS for Music. The two fell out earlier this year when Google pulled music videos from the site in protest at PRS’ licensing demands.Google has confirmed to Music Ally that the new deal is a lump sum just like the last one – Google is paying an up-front payment but NOT a per-stream minima. This is good news, as it shows PRS and the publishers it represents are being flexible in their approach to licensing. Songwriters and composers will be keen to hear the finer details of the deal though, in terms of what tracking will be used to equitably share out the cash.The deal is backdated to 9th January when the previous deal expired, and runs until June 2012. Neither Google nor PRS for Music is saying how much the upfront payment is, naturally.”YouTube is a popular online video destination, and this new licence continues to support musical talent,” says Andrew Shaw, managing director of broadcast and online at PRS for Music. “This is an achievement for songwriters, composers and the YouTube community alike and it reinforces the value of our members’ work.”Meanwhile, YouTube’s director of video partnerships Patrick Walker says that “We are dedicated to establishing and fostering relationships that make YouTube a place where existing fans and new audiences can discover their favourite content – whatever it might be. We are extremely pleased to have reached an agreement with PRS for Music and look forward to the return of premium music videos to YouTube in the UK where they will join a variety of other content to be enjoyed by our British users.”Pressure to strike a deal is likely to have come from various directions. Artists and labels were frustrated about not being able to take advantage of YouTube as a promotional medium, while the UK government is keen for legal music access services to be pushed in order to fight piracy.
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