Ed Sheeran appears to have cracked the streaming music marketing code. Alongside a record breaking debut on Spotify - including smashing first day, one day and other records - his new release "Divide" is finding the same massive success on YouTube.
YouTube is currently the streaming service that the music industry loves to hate. But for almost everyone, it is also unthinkable to go without the video behemoth as a marketing channel. After all, YouTube now has over a billion users - almost one-third of all people on the internet. More YouTube stats:
In addition to its new 'Super Chat' feature, YouTube is also seeing a rise in the success live streaming video, although this has been a part of YouTube since 2011 the popularity of such content on Facebook, and the ability to monetize it means YouTube stands to gain greatly from pushing live streaming to the forefront.
The recent launch of YouTube's Super Chat feature represents and interesting new way of monetizing a combination of mobile messaging and live video, and although it seems like good news for both creators and superfans, YouTube could be facing some unanticipated consquences as a result of this new service.
By this time, we have grown accustomed to some degree of familiarity in the music we hear, particularly as sampling and covering songs continues to be a popular and ever-easier practice. As litigious as many in the industry are, however, it can be easy for inspiration to stray into the realm of plagiarism.