The Content Creators Coalition (c3), an artist-led advocacy group, has unveiled a digital ad campaign calling on YouTube to give more control -- and money -- to artists who flood the video site with content. One of the ads calls on Congress to update the Digital Millennium Copyright Act, or DMCA. The ads are part of a "significant" ad buy and will be airing on YouTube and other platforms soon.
"Google’s YouTube has shortchanged artists while earning billions of dollars off our music. Artists know YouTube can do better. So, rather than hiding behind outdated laws, YouTube and Google should work to give artists more control over our music and pay music creators fairly when our songs are played on their platform," said Melvin Gibbs, c3 President. "Our ads send a message to the executives in Mountain View that artists are fighting back and mobilizing fans to push Congress to update the DMCA and end the legal neglect that has given Big Tech too much power over our work and society."
In "Pennies vs. Dollar," an artist is flanked by a woman representing a "generic" streaming service and a smarmy guy playing the role of YouTube. Looking to get compensated for his music, the artist first asks the streaming service, which hands him about four dollars. When he turns to YouTube, he receives next to nothing. Watch: