Google has its eye on the music industry, and as we all know, Google usually gets what it wants. This time, Google wants to conquer the music industry completely, using YouTube as its foot soldier.YouTube is already owned by Googleand attracts more viewers in that all-important 18-34 age demographic than MTV, as ArtisanTalent.com points out. It’s the perfect vehicle for a music industry takeover, and Google is already setting the pieces in place to make its move. Here are Google’s plans for becoming a major music industry player through the power of YouTube.
The YouTube Music Awards
This is a major part of Google’s strategy to achieve music industry domination. This is a brand new awards show that will debut November 3, 2013 and is expected to rival the 30-year success of the MTV Video Music Awards (VMA) on its first outing according to Mashable,. Once MTV’s VMA is conquered, Google will amp up its promotional efforts to achieve bigger ratings for the YouTube Music Awards in future years than industry award show staples like the Grammys.
Attracting the Interest of Advertisers as Well as Music Industry Executives
The YouTube Music Awards is expected to attract the attention of advertisers and music industry executives alike. It’s been heavily promoted for months, and it is backed by Google’s endless ocean of money. Add to that the fact that YouTube is already creating legitimate music stars of its own who don’t have record company contracts, and it’s easy to see Google’s strategy for changing the music industry’s hierarchy to put itself at the top as a leading producer, as Business Week explains.
Advertisers are already expressing interest in being a part of the YouTube Music Awards. It’s the perfect opportunity for them to put themselves in front of young adults with disposable income. Kia has already signed on as the show’s title sponsor and Google is courting other big-name advertisers to the show. No word has come out as to what Google will be charging advertisers who sign on for the YouTube Music Awards, but according to Div8.net, it’s expected to be up to 25 percent higher than regular advertising rates for a web-broadcast program.
Taking a Leadership Position in Music Production
Google has been putting a lot of time, effort, and money into making the YouTube Music Awards a show to remember. It will be a 90-minute live show with plenty of star power. Lady Gaga, Eminem, and other big name acts have already signed on to perform. The fact that these big music stars are willing to perform and their labels have given their permission for it are both indicators that the awards show is expected to be a big deal. Industry executives are going to watch how Google handles the show to know what kind of competition the company may give them going forward.
The show will be live streaming from YouTube. Cable companies like Direct TV offer HD DVR receivers to customers that allow YouTube to be shown on TV screens for more comfortable viewing. Because it will be launching Google as a respected music producer, it promises to be must-see viewing.
Google has seen the potential to discover and promote new music artists just like Netflix grabbed a piece of the television industry by creating and airing original programming. Now that solid plans are in place and a big kick-off event is scheduled, there’s no stopping Google’s forward momentum in this area. The YouTube Music Awards is Google’s way of telling competitors it’s serious.
William Martin
William Martin knows a thing or two about video marketing.
Chances are, you’ve seen the work he’s done for his clients on YouTube ads.
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However, the European Commission approved the deal only under the condition that the merged company divest one third of its total operations to other companies with “a proven track record in the music industry”. UMG divested Mute Records , Parlophone , Roxy Recordings , MPS Records , Cooperative Music , Now That’s What I Call Music! , Jazzland , Universal Greece, Sanctuary Records , Chrysalis Records , EMI Classics , Virgin Classics and EMI’s European regional labels in order to comply with this condition. The Beatles ‘ recorded music library was allowed to remain with UMG despite being considered part of Parlophone and is now managed by UMG’s reorganized Capitol Music Group worldwide.