It’s hard to imagine what music would be like today without YouTube. The platform has done more to lower the entry barriers to music creation and distribution than any other platform.

From the early days when acts like Soulja Boy harnessed the raw power of YouTube to drive their careers, to modern narratives like NBA YoungBoy mastering Creator culture, in this episode we delve into how YouTube's become an essential player in the music industry.

In this episode, I’m joined by Tati Cirisano from MIDiA Research to discuss the origins of YouTube entering the space, the rocky relationships with music rights holders, the importance of UGC (User Generated Content), and so much more.

[00:01:23] YouTube Enters The Music Industry

[00:08:37] Google Acquires YouTube, DMCA

[00:21:12] The Monetization-Exposure Trade Off

[00:28:36] YouTube’s “Value Gap”

[00:44:48] Improving Relationships With The Music Industry

[00:49:49] Content ID

[00:56:44] YouTube and AI

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