YouTube has partnered with TuneCore, an independent digital music distribution, a publishing company with roots in New York, to provide music to Shorts, TikTok’s rival.
KAMPALA | LIFESTYLE UGANDA — TuneCore, an independent digital music distribution company based in New York, and its parent company Believe, based in Paris, have partnered with YouTube to provide music for Shorts.
Shorts, YouTube’s platform for short videos, was first launched in India in September (where TikTok is banned) and expanded to the US in March.
The new deal covers all the territories where YouTube Shorts currently operates: India and the US.
Shorts launched its beta in the United States with 250 label and publisher partners, including Universal Music Group labels and publishers, Sony Music Entertainment and Publishing, Warner Music Group, and Warner Chappell Music.
YouTube described Believe and TuneCore as one of its “key music partners,” and it will now be within the YouTube Shorts music library. Creators can use the songs in their videos.
Whenever a song clip is used for a video, it will be linked to an artist’s longer song, full-length music video, and bio on the YouTube platform.
YouTube videos of the artist can be viewed directly as well as the channels of the artist.
In India last year, YouTube Shorts attracted over 3.5 million views a day, and since expanding the program, 6.5 billion views have been received on a daily basis.
YouTube recently launched the YouTube Shorts Fund, a $100 million fund for creators.
Adding YouTube Shorts to YouTube’s robust creator community is the ultimate goal for TuneCore. The company’s CEO, Andréea Gleeson, said: “We’re thrilled to be a part of YouTube’s introduction of YouTube Shorts.”
“Just as TuneCore democratized music distribution, short video clips and social media are leveling the playfield for music discovery, allowing fans to become tastemakers and have the power to introduce new music to the world.”
As YouTube Shorts’ Product Lead, Todd Sherman announced: “[With YouTube Shorts, we introduce] the ability to use sound from videos across YouTube, which includes billions of videos from around the world, opening up a whole new horizon for creativity.”
Added Todd Sherman, Product Lead for YouTube Shorts: “[With YouTube Shorts, we have enabled users to use audio from YouTube videos – which includes billions of videos worldwide.]”
Believe’s president of Label & Artist Solutions, Romain Becker, said, “The advantage we’re providing to Believe and TuneCore artists is clear – music is discovered organically by fans because they can find artists whose music they like directly from the platform.”
Listeners can now instantly connect to Believe and TuneCore artists by liking their music without leaving the platform, thereby increasing the likelihood of their discovering music organically.” said Romain Becker, President, Label & Artist Solutions, Believe.
This month, Believe announced that it would list on the Paris Euronext stock exchange in France. The company intends to raise approximately $608 million through its IPO to fund its growth strategy.