2btube, a two-year-old multi-channel network repping Spanish-speaking creators worldwide who clock 1 billion views per month, has announced the formation of 2btunes, a new division specializing in YouTube musicians.
2btunes will work with popular artists including Alex Aiono, Keyblade, Piter G, Saak, and Pablos Campos to help them manage, protect, and monetize their content, as well as work with brands on sponsored videos. The initiative is being steered by 2btube board member and music industry luminary Billy Mann, a songwriter and producer who has worked with the likes of Cher, Sting, and Pink.
The company opted to launch a music vertical given that it’s the most popular content genre on YouTube, it said, and requires unique rights protection expertise. 2btunes will work with both independent and established artists, like Natasha Bedingfield, as well as with record companies to manage rights, growth, and monetization on a whole host of digital platforms (including YouTube, Spotify, and iTunes), as well as to help forge brand deals.
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“With 2btunes, we help musical talent reach more fans, while protecting and increasing their distribution, and maximizing the revenues from their activity on digital platforms,” said 2btube CEO Fabienne Fourquet in a statement.
2btunes currently works with 20 music artist channels who boast millions of fans. All told, 2btube counts a roster of 600 creators who reach more than 100 million YouTube subscribers. 2btube also operates a summer camp for aspiring digital stars. In September, 2btube launched a children’s vertical dubbed 2bkids, whose 40 channels have now amassed over 300 million monthly views.