Was it strange that Taylor Swift pulled her back catalogue from Spotify while leaving videos for her singles on YouTube? Not really: YouTube might be the biggest music-consumption platform in the world, but it’s still seen as an important promotional channel too. Even so, industry consultant Mark Mulligan thinks labels should be rethinking their approach, and perhaps YouTube too. “If YouTube is the radio equivalent for youth, make it look and feel more like radio, not like Spotify premium with video,” he wrote in a blog post. “Instead, make YouTube look like Pandora with video. If YouTube is all about promotion then swap out unlimited on demand mobile plays for DMCA compliant stations. Let any user search and discover a new song but once they have discovered it the next few music videos are automatically selected related videos.”

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