Prince was never one of YouTube’s biggest fans, it’s fair to say, both in terms of putting his own videos on the service or letting live clips shot by fans stay on the service.
The latest twist in the star’s posthumous digital career is a flurry of activity on his official YouTube channel. It now has six videos, including official promos for ‘When Doves Cry’ and ‘Let’s Go Crazy’ as well as live performances of ‘Take Me With U’, ‘I Would Die 4 U’ and ‘Baby I’m A Star.
All were published two days ago, and seemingly tie in to the release of a remastered version of Prince’s ‘Purple Rain’ soundtrack album.
That would suggest that the activity – also on Vevo – is happening through the Warner Bros elements of his back-catalogue licensing.
That has also seen some action on other streaming services: for example, the ‘Purple Rain Deluxe’ album is available on Spotify and Apple Music among other services, as is a wider selection of his classic albums.