An industry insider has suggested that a new form of bringing in advertising revenue for music publishing companies could be a success.
The way that video productions are monetised could undergo a change, if an industry insider is to be believed.
Doug Knopper, co-chief executive officer of FreeWheel, told Laurie Sullivan on Media Post that a "new model" could be on the cards if an agreement with Warner Music is a success.
FreeWheel and Warner have struck a deal which allows the former company to bring in advertising revenue by holding the distribution rights to the international music publisher's videos.
"The music, sports and movie industries are starting to figure out how to make money online," Mr Knopper is quoted as saying.
In order to optimise the monetisation of videos, FreeWheel will monitor their use and has pre-programmed instructions on which adverts can be played with which content, he added.
Warner has a whole host of international stars in its stable such as The Enemy, Neil Young, Red Hot Chili Peppers and R.E.M.
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