Content ID is a relatively new technology that crops up more and more these days, which is why we chose to include it in this Professional Music Buyers Guide series. If you have licensed music legally, but still received a Copyright notice from YouTube for the musical content in your video, chances are this is because of Content ID.
What is it?
Content ID is a technology that some libraries are using to mark content as their own. This is monetised by participating networks. For example, YouTube is a network that displays contextual adverts over videos that contain Content ID in the audio.
What’s the problem?
This is problematic as it triggers adverts throughout users’ videos usually advertising competitor products and services. For this reason, many royalty free music libraries are only hosting content that is clean of such ID’s. However, there are a few libraries that just see this as another way of generating revenue.
At the time of writing this, some libraries are struggling with content that has been ID’d without their knowledge or consent. It only becomes known to them when a client complains about adverts appearing on their promotional video on YouTube.
What’s the answer?
To avoid this, use music that is free from Content ID. There are a number of libraries that refuse to host music registered with these types of systems. Alternatively, avoid third party networks such as YouTube that use Content ID detection. The simplest way to do this is to host your own video content.
If you have received a Copyright notice from YouTube about the musical content of your video, this does not automatically mean you are infringing copyright. As long as you have licensed the piece of music legally, then you should be fine to continue using it. What it does mean though is that the piece of music is most likely in Content ID, which enables the rights holder / owner to generate further revenue through advertising when their content is used. This will mean that adverts will likely display over your video. Some libraries will help you remove such adverts.
You can read more about this in a recent post YouTube Copyright Notice Explained
Feel free to share your own experiences of Content ID or any questions you may have.
Read next post in this guide: Working with Clients
17.03.2016 — Read a new post about content ID and monetisation: Avoiding Monetization Losses on YouTube