In a blog post published by YouTube alongside CohenвЂ™s letter to the music industry last week, three senior music industry executives also offered their own comments about the Shorts platform. We wonвЂ™t stop until music discovery on YouTube leads to ticket sales, merch sales, and true fandom.вЂќ вЂЊвЂќThe vision is there, and itвЂ™s always a work in progress, but the future is bright. ThatвЂ™s why we want to work together to build a platform that helps all artists reach new fans with different content formats. Artists have different approaches for how they create music, and the always-on, multiplatform strategy isnвЂ™t for everyone.

вЂњWe know the path to artist success has never been more demanding. ItвЂ™s critical for discovery on Shorts to lead to the consumption of long-form content, and thus more immersive fandom.вЂЊ We need to make sure that once they find this soundtrack, theyвЂ™re aided with prompts to dive deeper into music videos, interviews, livestreams, and more. вЂњIn the era of abundance of choice, YouTube Shorts helps fans crowdsource their lifeвЂ™s soundtrack. We want YouTube to be the place for artists to create sticky relationships with their fans and develop long-term careers. In June last year, Cohen claimed that YouTube Music is вЂњthe fastest-growing subscription service out thereвЂќ.ДЄdded Cohen, in the letter sent to the music industry last week: вЂњWhat you might not know is how important fandom is to us. 1 contributor of revenue for the music industry by 2025вЂќ. вЂњIn the era of abundance of choice, YouTube Shorts helps fans crowdsource their lifeвЂ™s soundtrack.вЂќД®lsewhere in the letter, Cohen said that вЂњeverybody knows that our mission at YouTube is to become the No. He also pointed to the connection between long-form and short-form content on the YouTube platform, noting that Shorts are вЂњredefining the reach of music on YouTubeвЂќ.ДЄccording to YouTube, Shorts containing content sampled from long-form videos on the YouTube platform generated over 100 billion views in April alone.

He added that вЂњofficial artist channels uploading both Shorts and long-form video are seeing better overall watch time and subscriber growth relative to those only uploading long-formвЂќ.Д¬ohen cites artist success stories on Shorts from the likes of JVKE, Madilyn Bailey, Cooper Alan, and EMELINE, who he says, have grown their subscriber base by 1.4 million, 480,000, 290,000, and 150,000 respectively, вЂњall directly from ShortsвЂќ. Cohen also writes that Shorts вЂњare developing careersвЂќ:

You tube music videos