Lots of YouTubers use the descriptions of their videos to link to the channels of people they’ve collaborated with. Now YouTube is formalising that process. “The shout-out is cool, but what if that shout-out was a direct link to your collaborator’s channel and made it easy for new fans to subscribe?” as the company put it in a blog post yesterday. Enter ‘Creator Credits’, essentially an extra layer of metadata for YouTube videos crediting collaborators – directors, writers, musicians and so on. It’s available for any channel with more than 10,000 subscribers, and is aimed at boosting subscribers for those collaborators’ channels. It could be good news for musicians whose (licensed!) tracks are used in popular videos, and perhaps will also nudge more musicians into following YouTubers’ lead and doing more collaborations.

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