Youtube war einer der Gewinner des vergangenen Jahres. Neben Mozilla konnte sich das Unternehmen 2008 als wachstumsstärkste Marke etablieren, auch in Deutschland. Unschlagbare Gründe für die Beliebtheit des Dienstes vor allem bei Jugendlichen sind sicher etliche aktuelle Musikvideos, die regelmäßig die Youtube-Charts anführen.
Doch eben an diesen Videos schieden sich die Geister der Musikindustrie und des Videoportals. Grund des Disputs: “nicht überbrückbare Differenzen” bei der Beteiligung an den Werbeumsätzen.
Im Jahre 2006 war Warner Music das erste Major-Label, dass seine Schatztruhe gegen eine Beteiligung an den Werbeerlösen bei Youtube öffnete. Fast noch wichtiger als die Clips der Originalinterpreten war Warners Einverständnis, dass auch in Amateur-Videos die Titel der Warner-Künstler verarbeitet, bzw. nachgesungen werden dürfen. Die Fachwelt frohlockte.
Nun geht die Ehe in die Brüche. Wie es heißt, aufgrund eines “nicht zu Stande gekommenes Lizenzabkommens”. Als Konsequenz müssen alle Videos der Warner-Künstler vom Netz. Adieu Peter Fox, R.E.M, Avril Lavigne, Kid Rock, Udo, Madonna und Linkin Park. Während einige noch über eine späte Einigung spekulieren, sehen andere bereits Anstrengungen der gesamten Musikbranche, ein eigenes Videoportal nach dem Vorbild von Hulu.com aufzubauen.
Fakt ist, es muss Geld verdient werden. Die Musikindustrie kämpft um´s Überleben und auch Youtube ist trotz der hohen Zugriffszahlen deutlich defizitär. Auch hier fehlt weiterhin ein schlüssiges Vermarktungskonzept.
Für das Jugendmarketing ist die weitere Entwicklung dieses Schaulaufens nicht unbedeutend. In letzter Konsequenz wird nur die Plattform die Lizenzen erhalten, die in der Lage ist, die Plattenlabels angemessen zu beteiligen. Dies ist nur dann möglich, wenn Werbeumsätze generiert werden. Diese wiederum setzen funktionierende Methoden und Konzepte voraus, die dem Werbetreibenden seinen Profit garantiert. Youtube ist momentan (noch) nicht in der Lage, diese Methoden und Konzepte zu liefern. Vielleicht ist es niemand. Noch. Doch das muss und wird sich ändern. Neue Werbeformen werden schon ausprobiert. Der Anfang ist gemacht. Content muss bezahlt werden. Überall.
Die Scheidung zwischen Youtube und Warner wird – sollte sie vollstreckt werden – der Entwicklung funktionierender Vermarktungskonzepte für Videoportale eine gewisse Dringlichkeit verleihen. Und das ist gut so.
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