Here’s an intriguing suggestion about YouTube’s possible plans for its music subscription service: a feature that will help people create lyric videos for any song they like. “Google has a platform they’re launching that is lyric videos created by a program, which means kids can create their own lyric videos and put them on YouTube,” Songs Music Publishing CEO (and NMPA board member) Matt Pincus told Music Ally in an interview this week.
“It’s a new category: not an official music video produced by a label. What you’re going to have is these user-generated lyric videos. Instead of one version of Lorde’s ‘Royals’ lyric video, you might have 5,000. That’s going to be really interesting.” Indeed. The full interview also sees Pincus giving his views on Spotify’s long-term sustainability. “I think Spotify’s problem is just scale, really.
If you try to model the revenue picture of Spotify, they need at least 10m paying subscribers in the United States, and probably 50m globally to look like a real business that’s going to pay a return on the capital they’ve raised,” says Pincus. “I have a real question about whether a standalone digital music company can survive to grow that big. They just have a really hard job.”