We’re very interested in YouTube multi-channel networks and their potential for music in 2013, as you’ll know if you read our recent Maker Studios interview. One of its biggest rivals is Machinima, which made its name with YouTube channels focused on gaming, but has since broadened out to other content, including music. It has a partnership with dance label Ultra Records, for example, which includes distribution of music videos and related programmes – Billboard cites a webcast of Deadmau5 playing Minecraft with Machinima viewers, which was streamed more than 1m times. “We’ll be thinking about single releases not only through the normal channels like iTunes and Beatport but utilizing our outreach via Machinima and creating more tools to leverage their millions of users,” says Ultra’s Dan Ghosh-Roy. Machinima reaches 202m unique users a month, who watched more than 2.2bn videos in March alone, so the partnership certainly has potential.

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