Blog 4: Missing Opportunity?!
Ultra Record sued Michelle Phan, a YouTube blogger, for using nearly 50 songs from their artists without permission. Despite Ultra was unable to calculate the harm caused to their company, it is possible Michelle can be sued from default penalty of up to US$150,000 for each infringement.
It is understandable why record label company is concern of copyright issues, since other 
artists from outside the company can gain profit form the music the company produce. For people to even cover the song and post it online, artists are required to pay certain amount of fee before they can use it. However, in this case, Michelle Phan, a make-up guru, doesn’t earn money form the music, but rather her make-up tutorials posted on YouTube, plus the advertisement and endorsement revenue, book deal, and even her own line of make-up. In all honesty, her career has nothing to do with Ultra Record; it is merely for background music for her video, in fact, it can possible be seen as free publicity for Ultra’s Record, as it has helped one of their artist, Kaskade, to gain from fans from Michelle’s videos.
Many companies, such as cosmetics or gaming companies, often specifically work with YouTubers to promote their products, for example audible.com or healthy food products. In the article, it is said comedy group such as Monty Python was able to boost their DVD box-set sale after opening an Official YouTube account. Over 7 million subscriber, with most video having over 1 million views, instead of suing, it can strengthen in promoting their music. The majority of Michelle’s viewers are younger girls, a rather appropriate target audience for Ultra Record themselves, with Michelle’s videos and with younger generation often sharing their interest with other friends online or in social medias, a video can become a very powerful advertising tool for companies.
It is true that she did not pay for the copyright, and it doesn’t I am not supporting such action. Despite how people say Disney is lenient with people covering their hit songs or even gaining profit from their songs as mentioned in the article, shouldn’t this be an opportunity for Ultra Record to work with Michelle to promote their music, or even with other YouTuber for that matter? Promoting their music knowing there will be a certain amount of audience and being supported by Internet stars young teens love, they can become rather reliable partner than harm, by providing strong promotion to encourage audience to listen to their music, and leading to more fans. I just think that Ultra is missing a great promoting opportunity here.
Reference:
Suzor, Nicolas, and Eleanor Angel. “Michelle Phan YouTube Copyright Case: Who Really Suffers?” Brisbane Times. N.p., 30 July 2014. Web. 30 Sept. 2014. <http://www.brisbanetimes.com.au/queensland/michelle-phan-youtube-copyright-case-who-really-suffers-20140730-zycho.html>.