Dear WMG Gatekeepers,
When someone sent me a link to the video for Adele’s “Rolling In The Deep” on YouTube, I liked the song so much that I bought it on iTunes. The other day, I saw the glorious opening credits of The Italian Job (1969) on YouTube, featuring the title song “On Days Like These” sung by Matt Monro. I was reminded of how much I loved the song and quickly went to iTunes to buy my own digital copy of it. Some DJ posted “video” versions to YouTube of music I haven’t heard since my own DJ days in college. It hit me with such a wave of nostalgia, I promptly spent about $50 in ten minutes between Amazon and iTunes.
These are only three examples of impulses to spend inspired by YouTube content. That “what’s that song – I want to buy my own copy of it” moment happens to me often, and I’m certainly not unique. YouTube is free advertising, a tool that can be used to expose an expanding audience to your content. As long as you block your content, you cut off this pipeline of potential revenue.
I wish I had a dime for every time I heard a song, whether on YouTube or somewhere else, and immediately went in hot pursuit to acquire my own high-quality copy of it. If you stopped holding your content hostage, you would run the positive risk of exposing some of your long-forgotten catalogue collecting dust in your vaults to a wider and wider audience. Then, when someone like me sees/hears the content on YouTube and gets that “inspiration to spend,” you’d be the one getting that dime.
Music lover who is more than willing to spend money on high-quality audio and video.