According to ProjectOpus, UMG is urging a tougher stance on music used in viral videos. Someone must've sent them one to many links to an Elaine-from-Sienfeld-esque dancing video featuring an RIAA member artist's music as the soundtrack.
"Some YouTube users have reportedly received cease and desist letters from the RIAA, demanding that the posted video be taken down. YouTube, however, is confident in its copyright policy because it warns people about violation, and pulls material upon request of the copyright holder."
This has been itching under the surface for a very long time. Back in February, Weblogs, Inc. founder Jason Calacanis generated quite a stir with a blog entry flatly titled, "
Youtube Is Not A Real Business". In a classic moment of say-what-everyone-in-the-room-is-thinking, Calacanis wrote, "Napster and Kazaa had a ton of traffic too--it just wasn't web-based. If you could do an Alexa graph of Kazaa, BitTorrent, Usenet, and the old Napster they would be number one through four on Alexa"
ProjectOpus goes on to explain what may be the impetus for UMG's fresh take, "Until lately, videos were always seen as a promotional tool for the song, and therefore the industry didn't see sharing of videos as any sort of threat. The viral aspect of videos was encouraged to help promote the sales of the songs themselves. Recently, though, the videos have found value, mostly proven with Apple selling digital music videos at $1.99 as part of the larger move which also includes TV shows."
Could we see Youtube as the next lawsuit-target-practice victim?