11/13/14: YouTube unveils subscription music service ‘Music Key’; Unruly: 1 in 5 web users share videos on social network more than once a week; LiveNation and Vice Media announce music digital network


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Good morning. It’s Thursday, November 13, 2014, and this is your first early morning digital briefing.

Premieres: Cyanide and Happiness Show, Collective Digital Studio’s ExplosmEntertainment

Just one day after announcing a deal with rights agency Merlin, YouTube unveiled Music Key, its ad-free subscription service. Music Key is available for free on an invite-only basis for the “biggest music fans” for six months, and will then cost $7.99 per month. The price will eventually rise to $9.99, and will include a sub to Google Play Music that consists of 30 million songs, curated playlists, and artists’ profiles. YT already has pacts with major music labels such as Universal Music Group, Sony Music Entertainment and Warner Music Group. U.S. revenue from ad-supported and subscription streaming music services, like Spotify, Amazon, Rdio, Rhapsody and Apple, will double from $2 billion in 2014 to $4 billion in 2018, according to eMarketer.


Speaking of music, Live Nation Entertainment and Vice Media announced a partnership to produce and distribute original music programming. The digital network will launch in early 2015, and feature live shows and editorial content. Several short-form series have already been developed, including Hometown Heroes, to bring musicians back to where they grew up, environmentally themed Earth Works, and an unnamed series involving rebooting the music video in a live form. Pulse Films (High Maintenance) will also produce theatrical features for the new venture; the movies will then be adapted for other platforms.


WEBINAR: What You Need to Know Now about Digital Media
Wednesday, December 3, 2014
| 1:30PM to 3:00PM


Sara Moscowitz, SVP, Brand & Strategic Marketing, SYFY
Melissa Romig,
VP, Group Director, Havas Media
Marco Parente, Sr. Dir., Digital Ratings Product Leadership, Nielsen

Moderator: Jessica Reese, Associate Editor, Cynopsis Digital



is adding the first season of ABC’s Marvel’s Agents of Shield to its service on Nov. 20 for U.S. subscribers. SHEILD revolves around the secret government agency that investigates the supernatural activity first seen in Marvel’s The Avengers movie. Last year, Netflix and Disney signed a multiyear deal with Marvel Television to develop four original live-action series based on Marvel superheroes – Daredevil, Jessica Jones, Iron Fist and Luke Cage – which are set to debut in 2015. Additionally, Netflix has U.S. secured pay-tv window rights for Disney films starting in 2016.
Everyone’s talking digital, but it’s not easy keeping pace in such a fast-evolving landscape, much less stay ahead of the game. Teams can get up to speed in a new Cynopsis training webinar, What You Need to Know About Digital Media, on Tuesday, December 3. You’ll learn how the ecosystem works, strategies for effective content and how to interpret and analyze data, and more. For details, go here.


One in five
internet users share videos with their social networks more than once a week, according to a new report from Unruly. These “super-sharers” account for 82.4% of all video shares – with 59.4 percent worldwide taking place on Facebook, 13.8 percent on Twitter, 9.3 percent on Google+, 5.7 percent on Tumblr and 3.9 percent on Pinterest. “By using the right mix of emotional and social triggers, social video campaigns can cross geographical and linguistic borders to kick-start global conversations,” Unruly’s U.S. President Richard Kosinski said. “However, local activation is the key to success and this is where data-driven insight, revealing subtle differences in sharing habits by market and by demographic, can propel campaigns to global success and protect brands from making a cultural faux pas.”
More highlights from the report:
          – Speed of social diffusion varies by country: South Koreans share the fastest, with 20 percent of shares occurring within the first 24 hours of a video launch.
          – Happiness is the most effective emotional trigger for global campaigns
          – 79 percent of German viewers watch an ad until the final frame; UK was in second place with 77 percent.

Tubular Labs Top 11 Rising Media & Entertainment Brands on YouTube, based on channels with more than 25K subs excluding gaming brands for last 30 days ending Nov. 11.
Brands/(Channel)/Total Subs/Subs in last 30 days/% subs gained/views
Top Trending
(toptrendingtv) / 266K / 125K / 47% / 14.8K
Buzz Feed Violet (buzzfeedviolet) / 408K /
155K / 38% / 16.4M
Women’s Health (womenshealthmag) / 26K /
9,839 / 37% / 22M
Refinery29 (refinery29tv) / 30K /
10K / 35% / 585M
Dancing with the Stars: ABC (abcdwts) / 71K /
23K / 33% / 10.1M
Russell Brand (russellbrand) / 739K /
185K / 25% / 11M
Fast and Furious (fastandfuriousmovie) / 488K /
124K / 25% / 37.4K
Telemundo English (telemundoenglish) / 57K /
12K / 22% / 9.9M
Marvel (marvel) / 1.5M /
325K / 20% / 8.8M
Official Pink Panther (pinkpanther) / 103K /
21K / 20% / 15.6M
College Humor (CH2) / 58K /
11K / 20% / 1M

So what does this mean? “This is the third straight month that BuzzFeed Violet has been one of the top 10 fastest growing media and entertainment brands,” Tubular Co-Founder and Vice President of Enterprise Allison Stern told Cynopsis. “With Refinery 29 and Women’s Health popping into the top 5, lifestyle channels targeting female audiences are clearly on the rise as well.”


Journalist and producer Laura Ling joined Discovery Communications as Director of Development. She was most recently host and reporter for E! Investigates and Society X with Laura Ling. In 2009 the journalist, sister of CNN’s Lisa Ling, was imprisoned in North Korea for five months after trying to film refugees at the Chinese border. 

6 Point Harness animation studio promoted Deanna Rooney to be Director of Development. Rooney worked on MTV’s Good Vibes, a short for IFC’s Garfunkel and Oats, Cosmos: A Spacetime Odyssey and Prison Pit.

CNN appointed Andrew Morse as Head of Digital and promoted Meredith Artley to Editor-in-Chief of CNN Digital and Alex Wellen as Chief Product Officer. Morse was formerly with Bloomberg TV and ABC News.

Signal hired Ana Milicevic as Senior Vice President. Milicevic joins Signal from SAS.


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Move over, Spotify: Here comes YouTube’s Music Key. The Google-owned site introduced the premium product yesterday, along with a new promotional video for the platform. Will you get on board? Check out the spot at www.cynopsis.com/#video.

See you tomorrow,
Jessica Reese  @JMarieReese

Roberta Caploe: Editorial Director @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group

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