Google Play is launching an original series in partnership with New York studio Milk. The show will be focused on emerging artists, starting with singer-songwriter Empress Of and the resulting footage will include both audio and video performances.

In what is arguably the least surprising move ever, the content will be available on Google Play Music, YouTube and Vevo. It’s a move designed to focus attention on new acts rather than piggybacking on established ones. Getting acts on board early on will, of course, hopefully result in the long-term loyalty of those future stars, much like the reciprocal relationship YouTube has established with its YouTubers.

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This week also saw reports of Tidal trying its way in Hollywood, supposedly being in negotiations with movie industry executives to close in on a launch of original films on the platform. The content would include both original videos around the artists available on the platform as well as acquired films. Last week, Sony Music announced that it is also expanding into original content around its roster of prominent artists.

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As video becomes increasingly important for companies and the distribution channels through which it flows are growing, it’s
only natural that companies like Google (and YouTube), Tidal, Apple and Spotify are all testing the water with trying to find
the best way of building their services and offering content that hopefully an audience will respond to and deem good enough
to pay for a subscription for – a business model that, in part, explains Netflix’s quick expansion worldwide.

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