Vimeo to Launch Music Copyright ID System (Exclusive)

Vimeo, the hosting site popular with video artists of all stripes and which uses the motto "upload your own work," will be implementing a system they're calling Copyright Match, intended to prevent music copyright infringement on the site.

CEO Kerry Trainor tells Billboard the system will allow the company to be "a little more controlled in terms of making sure that copyrighted material in its entirety isn't being synched to Vimeo without proper licensing."

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The new system should be less severe than the Content ID system used at Vimeo's main competitor YouTube, which often pulls videos determined to be infringing with little notification to uploaders. Copyright Match, produced in partnership with audio identification company Audible Magic, will be a tiered process.

"Any time someone uploads a video it will be matched against a database, and if it does not come up as copyrighted in some way then the video is on its way, which is the vast majority of cases. If there is a potential match against the database, we inform them, and they have a right to appeal. If, after appeal, they're determined to not have the rights, we can direct them to the Vimeo Music Store, or a whole host of tracks that are free or available on a paid basis through Audible Magic."

If videos have a fair use case -- one of the most problematic areas of copyright monitoring in the high-volume digital age -- Vimeo will hear them out and reinstate the video's visibility if it meets their criteria.

Asked why now, Trainor explains that the service's rapid growth was the main factor in implementing an infringement identification system. 

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"This is a constantly evolving area, in terms of creativity -- we really want to educate creators on the boundaries of fair use and the ways in which music and other material can and can't be used, and offer as many solutions as we can," Trainor told us. "We want to empower people who want to use music to do so, with full understanding of what's allowed under the law."


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