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YouTube Acquires Music Startup BandPage for Undisclosed Sum

Being able to collate all your social media pages into one place is an invaluable tool at the moment, especially if you're trying to promote yourself, your work or your business. This is particularly true of music because there are so many different platforms for artist promotion, all of which serve very different purposes. You might want to preview a new track, premier a video, get the word out about an upcoming gig or unveil the latest album for downloading or streaming.

BandPage was set up to serve this exact purpose, and in the 7 years it's been running it's amassed more than 500,000 bands and artists, including Bruce Springsteen, Rihanna and Miles Davis, which is really impressive considering he's been dead for 24 years. With a page set up, musicians can manage their Facebook, Soundcloud, Spotify, Vevo and others all from one spot, as well as setting up ticket and merchandise sales.

This was obviously more than enough to get YouTube's attention, as last week they bought BandPage for an undisclosed amount. In some ways, this move might strike some as odd, BandPage has partnerships with a number of music subscription services, such as Deezer and Rhapsody, which are direct competitors to YouTube's music service.

It's a small price to pay for what Google and YouTube are likely hoping to gain from this partnership though - user engagement. YouTube is unquestionably the most popular site on the internet for browsing music, and a huge percentage of the most watched videos on it are music related, but comparatively, the amount of revenue gained from promoting music on YouTube is noticeably low. BandPage has proven to be extremely adept at improving direct relationships between artists and fans, something which is directly linked to increases in eCommerce.

More to the point, BandPage is a dedicated, purpose built music platform, YouTube is not, it just happens to be a really good place to upload material. The knowledge brought by the BandPage team through their years of experience will hopefully help YouTube train their sites on the rhythmic crowd much more effectively.

Callum is a film school graduate who is now making a name for himself as a journalist and content writer. His vices include flat whites and 90s hip-hop. Follow him @CallumAtSMF

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YouTube Acquires Music Startup BandPage for Undisclosed Sum Reviewed by Unknown on Monday, February 15, 2016 Rating: 5

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