VID Becomes a Beneficial Bridge Between Creators and Song Publishers

Kapanlagi.com - The YouTube social media platform is increasingly playing a strategic role in obtaining information, news, and entertainment for the public. This great interest from the public has opened up opportunities to become content creators in various fields. One of the most popular content is producing music shows from famous songs, or commonly known as producing cover songs.

However, this creation has the potential to become a legal problem because YouTube has a monetization system that allows copyright holders to control their recognized works. Creators who then create content based on copyrighted works are required to pay synchronization license to the song publisher to determine who can synchronize the song with visuals and receive compensation in the form of money.

In practice, it is not easy for creators to contact and manage synchronization licenses with song publishers. To overcome this problem, YouTube provides a system called Content ID or digital fingerprint that will analyze every video uploaded through YouTube to determine whether the video contains copyrighted material, ranging from audio recordings, compositions, to videos. Therefore, with the Content ID system, YouTube will automatically claim a video on behalf of the copyright holder.

With Content ID, if someone uploads a cover song, YouTube will know that the person is not the copyright holder of the song. The song publisher as the copyright holder can claim the song and all the results from the video will belong to the song publisher, not the creator.

Seeing the conditions that do not provide motivation and incentives for creators to work, V-Entertainment, part of the largest entertainment industry collaboration platform in Indonesia Eventori, has launched the VID (Virtual Indonesia Validation and Distribution) initiative that will bridge creators with song publishers so that creators have space for freedom and protection in producing cover songs.

“We bridge creators with publishers by providing a catalog of songs that have been synchronized licenses." Creators can contact us to find out which songs can be made into covers without worrying about copyright issues. They will also receive a share of the monetization on YouTube. Everything is based on transparent cooperation so that both creators and publishers benefit from a cover content uploaded on YouTube," said Ivan Edbert, V-Entertainment Business Manager during the launch celebration of the VID program at the Eventori office in Jakarta today.

1. Collaboration Spirit

credit: Personal Documentation

In the spirit of collaboration, it is expected that musicians and content creators who are part of the VID initiative can support each other by mentioning, swiping up, or utilizing other social media features.

"Until now, licensing and revenue sharing issues have relied solely on YouTube's Content ID. I hope that by participating in VID, licensing and revenue split can be clearer and the content creation process can be smoother," said Langit Jiwa, one of the cover musicians who joined the VID program.

"Adapting to the situation is the key to being open and supporting ideas or innovations that aim to help the movement of the entertainment and music industry ecosystem. The collaboration between Eventori, Aquarius Pustaka Musik, and Demajors hopes to provide a platform to revive the spirit and creativity of creators in creating licensed music content and having a good asset protection system on digital platforms," said Rita Marlina, CEO of Aquarius Pustaka Musik.

"The strategic partnership initiated by Eventori with Aquarius and Demajors is a measured step that we believe has a domino effect on various important sectors in the Indonesian music industry; from artists, composers, record companies, music publishers, and music industry players in the digital and non-digital areas. Collaborative art curation is the key to the success of this program in the years to come," said Aldo Sianturi, Chief Digital Officer of Demajors.

2. As a Tribute

"The reason I joined is as a tribute to my idols from the past. Through VID, I can officially make covers of their songs," said Mario Ginanjar, the vocalist of Kahitna, who joined as a creator in the VID program.

"Eventori was established with the vision of becoming a highway for all talents in Indonesia to gain access to a larger market. If until now the highway has only been in the form of programs or activations, through VID, we want to be a solution for creators who want to create works on the YouTube platform. This is a great opportunity to be known by a wider market. We strive to eliminate various creative barriers and protect the creators," said Wahyu Ramadhan, Director of Eventori.

(kpl/pur/nda)