Brad Hill at RAIN interviews electronic music artist Ryan Farish who got his start sharing music via MP3.com and went on to huge success on such platforms as the Weather Channel, YouTube and streaming services like Spotify and Pandora. Given that history he has an interesting take on things, especially on YouTube, as well as on still relevant lessons from MP3.com.
While Ryan Farish eventually got lots of attention on MP3.com, he says that it was initially important in providing the realization that electronic music was much bigger than he knew and that he could be part of a global scene rather than being restricted to local radio.
Popularity on MP3.com led to the use of his music on The Weather Channel which kept him in rotation, an interesting alternative to radio play. But YouTube seemed to open up much more of what's possible in the digital realm.
For example, though his music gets the most plays from appearing on other videos, he says that advertising revenue doesn't compare to the promotional value. And, for many, YouTube's true power is promotional.
His take on YouTube's Content Id is a bit different:
“Content ID really is fantastic. It’s not just the fact that there is advertising revenue, which could be considered somewhat of a substantial revenue stream. But that’s not the part that turns me on. It is all of a sudden tagging videos that had been put up by commercial and foreign entities."
"There are many companies through the years that have licensed my music in the proper way (Chevrolet, Audi, ads for Despicable Me 2). But ContentID revealed many uses of my music that were unauthorized."
"We treat them case-by-case. It’s not like, ‘Take them all down.’ Some give my music traction in interesting ways. So ContentID is a terrific tool for understanding how your music is being used.”
For more on streaming music revenue, being marketed by pirates and related topics, see RAIN.