Is YouTube a Music Industry Devil or Buzz-Making Deity?


Eamonn Forde, writing for The Guardian, looks at manager1 Peter Mensch’s claim that YouTube is the devil.

Perhaps part of Mensch’s attack on YouTube stems from him, and many others, in the 1980s handing the keys over to MTV before realising what a huge mistake it was. Cliff Burnstein, his long-standing management partner, has been quoted in the past saying that MTV was key in breaking Def Leppard, who they managed at the time and made them into, for a period, the biggest band in the world. MTV happily played expensive music videos but paid no broadcast royalties in the US, allowing its parent company Viacom to become one of the biggest media companies in the world. There are echoes here of what is happening with YouTube, and Mensch is understandably not keen to be bitten for a second time.

  1. Metallica, Red Hot Chili Peppers, Muse, and more.