Congrats to Warner for getting it! They have entered into an agreement with YouTube for the use and distribution of Warner content.
“…we want to lead through innovation as opposed to litigation.” Alex Zubillaga, Warner’s executive vice president for digital strategy.
Warner sees that YouTube, and the like, represent what is to be. Rather than fighting it, they’ve decided to negotiate a solution that accomplishes several things:
- grants them a percentage of the advertising revenue,
- covers both Warner video material itself and the use of it in user-generated video,
- offers an opt out option for artists, and
- preserves the open and social nature of the user community.
I hope this agreement serves as a model for other rights holders to follow.
