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March 18 2010

11:09

[Sandbox.fm] YouTube unveils Musicians Wanted initiative for indie artists

YouTube has taken the wrappers off its new Musicians Wanted scheme, which lets independent and unsigned artists create their own YouTube channels and share in the advertising revenues around their videos.

It means they get access to the same features as bands signed to larger labels. Artists still have to apply to take part in the initiative, via YouTube’s Partners Program, but once accepted, they can also add purchase buttons for music, tickets and merchandise to their videos. For now, it’s US-only.

You might have heard of one of the first applicants: OK Go. “YouTube has always been a great match for OK Go – creativity flourishes and we can connect directly with our fans,” says frontman Damian Kulash.

“So when we heard about Musicians Wanted, it was a no-brainer: it sounds great for us. We’re honored and excited to be the first applicants. We can’t wait to get new videos up on our channel.

In separate news, YouTube says that 24 hours of video is now uploaded to the site every minute. A reminder that simply getting your videos onto the site – with or without your own channel – is just the start of the process. Getting people to find and watch them is the real challenge.

The promo video for Musicians Wanted is embedded below: