It looks like Elton John, one of the biggest (former) anti-Youtube crusaders, is now partnering with the video-sharing site.
It comes as a shocker since John has previously been a crusader against the entire internet and later Youtube. But he has flip-flopped on these issues repeatedly.
He once suggested that the whole internet should be shut down for half a decade in order to foster better musical acts. Later, he was one of the artists pushing to keep music pirates from being kicked off of that same internet he wanted shut down. Then later, he wanted people kicked off the internet again.
Earlier in 2016, Elton John joined other artists in requesting Congress to get rid of safe harbor protections, with a specific eye on YouTube. Shortly after, he also signed a letter sent to several ranking EU officials complaining about record label music appearing on YouTube and suggesting that artists weren’t being paid enough by the site for their content.
Fast forward to the present and we come across Elton John’s YouTube video revealing a public music video contest on YouTube, sponsored by – guess who- YouTube.
‘Elton John: The Cut’ will launch at YouTube’s end-of-year show Brandcast, hosted by James Corden today (December 12), with entries officially opening to the public on January 9, 2017.
Elton John said: “We’re excited to partner with YouTube to bring together generations of artists and music lovers around a shared passion for storytelling. YouTube is a rich tapestry of creativity, and I can’t wait to see how the breadth of talent from the dance, live-action and animation communities apply their vision to these cherished songs.” Read more…
The irony is that the partnership shows that Youtube can be a force to reckon with when it comes to helping musical artists get their music noticed and sponsored.
So hopefully Elton John has managed to come around and realize that the internet and YouTube are not enemies, but tools for music acts.