Why the exclamatory headline? Well, European independent-music body Impala and YouTube have often found themselves on opposite sides of arguments about the ‘value gap’ and copyright legislation.
However, they’re now teaming up for a new ‘100 Artists to Watch’ award launched by Impala, focusing on independent artists across Europe.
It’s a replacement for the body’s existing ‘Independent Album of the Year’ award, and will see a new group of artists highlighted every spring. The new award is described as being “in collaboration with YouTube”, complete with a YouTube playlist of the inaugural artists.
“The idea is to help shine a light on the range of talent the independent sector works with in Europe,” said Impala executive chair Helen Smith.
In truth, it’s not unusual to see YouTube working with and/or sponsoring initiatives from music organisations it doesn’t always see eye-to-eye on with over policy matters: witness its involvement in the Brit Awards, and its work with PRS Foundation’s ‘Power Up’ diversity and inclusion program.
You can now add Impala’s new award to that list.