PIAS Entertainment Group has signed a global licensing and marketing deal with YouTube, that will enable its independent label and artist clients to generate revenues from advertising served alongside wherever their repertoire is used on the service.

The global deal covers both official audio and video releases as well as user-generated content featuring repertoire owned by PIAS distributed labels. The agreement also enables PIAS to work with its 200 distributed labels and YouTube to increase traffic to artist pages. Label clients include Dirtee Stank, Wall of Sound, Ninja Tune and Independiente

In a statement, PIAS said the deal will mean the company can drive traffic and activity via brand and digital marketing partners directly to an artist's video or other content in the knowledge that the label and artist will see a return on the investment. The labels will now also have the ability to ask PIAS to remove content they no longer wish to appear on YouTube.

The new arrangement compliments the recently launched PIAS Digital Marketing and PIAS Sync & Brand services.

"We're thrilled to be partnering with PIAS to bring its music catalog to YouTube and to help musicians make money from their work online," said Patrick Walker, YouTube's director of video partnerships, EMEA (Europe, Middle East, Africa), in a statement. "Some of the world's most iconic artists will now be able to engage with their existing fans and win new ones through the music-loving YouTube community."

Adrian Pope, director of Digital and Business Development, PIAS Entertainment Group, added: "Providing a return on the investments made by our label and repertoire owners is paramount to the PIAS service. The YouTube agreement enables PIAS to monetize content on our labels behalf, whilst working with both rights owners and brands to drive traffic to artist channels and other initiatives on an international basis."

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