Music videos started out as a tool to market the song. But now the song is marketing the video.
Under terms of the “just-signed” deal, Warner will be responsible for selling advertising against its own videos, so it will decide how much to charge for ads and find ad buyers on its own, rather than settling for whatever Google decides on. In order to attract premium advertisers, Warner plans to create a separate channel within YouTube consisting only of “premium” content. … The reason for the label’s change of heart — in addition to its bet that it can make more from ads than YouTube paid out before — has to do with a shift in thinking about audio on the web. Music services that rely on video, such as YouTube, enable advertisers to display video ads in ways that don’t apply when a user is listening to the same music on an audio-only platform. (The music-streaming service Pandora recently launched a small video section, most likely for the same reason.)