Iconic independent label Sub Pop has lasted the course so far, over more than a decade of digital disruption for the music industry. Engadget has a decent interview with its head of A&R Tony Kiewel focusing on digital matters, which takes a broadly optimistic tone. That includes YouTube: “YouTube, which has now become this paramount method for streaming, we’re just starting to look at it now as a revenue source,” he says. “There [are] two options. There’s the block option: ‘this content has been taken down.’ We, as a label, have another option, and that’s to monetize it. They want to use this Band of Horses song in a cat video? Go for it. But send whatever ad revenue [that] comes our way.” He also says streaming services have a role to play in a label like Sub Pop’s business. “Someone who is much smarter than me talked about the rivers of pennies. You can’t ignore anything anymore, especially with these streaming companies where it’s pennies sometimes. It’s finding these trickles of pennies and making sure you count each one and are where you need to be.”

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