Co-opting Viral Hits to Sell More Music
The wedding entrance dance video that swept across the internet like a flash flood is revealing some interesting lessons in the business of YouTube copyright claims. Chris Brown’s song, “Forever” is used without permission in the video and his label could easily have sued or removed the video with a copyright claim. However, they decided to harness the power of the viral video and install and buy-now link for the hit single, reaping huge rewards in the process.
For the label, it’s all about the Benjamins, but in the future will this tactic encourage inventive re-appropriation of musical material, even beyond the limitations of fair use? YouTube’s business blog recently discussed the money-making possibilities of such high traffic: