Many musicians rely on their labels to manage videos on platforms like YouTube, but Alan Walker is taking a different approach. The 20-year-old DJ, who hails from Bergen, Norway, has joined United Screens, the Stockholm-based MCN known for its work with Nordic creators.
In 2015, Walker emerged as a rising star in the EDM world when he released “Faded,” his most popular song to date. Its accompanying music video has been viewed more than 1.2 billion times and has attracted Walker’s fans to his YouTube channel. He currently counts more than ten million subscribers, and his videos have received close to three billion YouTube views in all.
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By inking a deal with a traditional MCN, Walker will be able to better control the distribution of his music on YouTube. A press release from United Screens states that Walker owes much of his success to the use of his music within the online video gaming community. His songs are often used as the soundtrack for gameplay highlights and streams.
United Screens possesses the tools to help Walker manage the rights of his content across the internet. In 2013, the MCN launched the United Screens Music Network, which lets users extract revenue from the reuse of their intellectual property.
Beyond the music videos it houses, Walker’s YouTube channel is also home to some narrative content. In May, the DJ shared “Unmasked,” a documentary series that connects his personal life to his career.
United Screens claims to be the largest MCN in the Nordic region. It counts 550 partners among its network.
