How Content ID Needs To Change.
Posted on 13/07/2016
A while ago I wrote a blog post explaining how Content ID is the future and it isn’t going anywhere so people need to learn to adapt to it and learn more about it. Well it’s been a year and a half since I published that post and things have changed, but not for the better.
Content ID on paper seems perfect for musicians and composers. Your song is put into a system which scans the whole of Youtube looking for videos that use your song, when a video is detected it sends a notification to the videos owner saying that any monetization from this video will be shared with the owner of the song unless you can prove that you have a license to use it. Seems simple doesn’t it….
Here’s where the problem is…. video makers don’t want the hassle of proving that they have licensed a song legally. Many companies now won’t touch any song that is registered with content ID and I don’t blame them. Here is a scenario that is happening and is causing big problems – A game development company legally licenses a song to use in its new game. They pay for it, they use it in the game. No problem. But then players of that game create gaming videos for youtube which uses footage containing the song that is licensed. Every single video uploaded will get a copyright notification from Youtube asking them to show that they have licensed that song. This is where the problem lies with content ID.
There has to be a new system in place. When a gamer uploads a gaming video they should have to tell Youtube what game is being played in the video, Youtube would then have a database on that game for all the content ID registered songs that is used and which ones are licensed and which ones aren’t. If the songs are licensed properly then nobody gets any notifications, if they aren’t then the uploader shouldn’t be able to upload the video – it is after all using copyrighted material that isn’t legally licensed. That way Youtube isn’t asking every gamer to show a license, they are only asking the games developer and it would act as an incentive for developers to go out and legally license music.
This is just one example of how it needs to change, I’m sure this method could work with movies too.