YouTube is preparing a big global push for its TikTok-style ‘Shorts’ feature: we wrote recently about its launch of a $100m fund to reward creators for their short videos. Now it’s putting deals in place to make more music available for use in those clips.
Yesterday, distributor TuneCore announced that it – together with its parent company Believe – will be providing their catalogue of music for the new feature. “Short-form videos and social media are levelling the playing field for music discovery, turning everyday fans into tastemakers and giving them the power to make songs into hits,” said TuneCore’s co-head and chief revenue officer Andreea Gleeson.
Shorts is currently generating 6.5bn video views a day, so it’s a decent opportunity for TuneCore and Believe, as well as the other rightsholders working with YouTube.
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