Music Publishers, Societies, & PROs

If you are a music publisher, society, or PRO, there are many ways to grow your audience through the power of a YouTube channel. Your organization’s YouTube channel serves as a direct gateway to your roster, members, clients, or affiliates, as well as to their own teams and fans. Think of your channel as the most customizable tool in your arsenal of promotional materials. Your YouTube channel visually tells the story of your catalog and roster. In fact, it’s your organization’s very own visual discography – and that’s just the beginning! Your channel is an all-encompassing destination to showcase your roster, members, clients, or affiliates to the world. You can also use your channel to highlight new signings and catalog milestones, to showcase events, and to promote other endeavors relevant to your organization.

The promotional power of your YouTube channel

Aside from serving as a central hub to showcase your organization’s catalog and roster, a regularly maintained YouTube channel also serves as a living, breathing one-sheet. In other words, your channel can help you and your team secure opportunities like sessions, cuts, sync placements, or other collaborations.

Tip: Set up your channel as a Brand Account so that multiple users can manage the channel from their own Google account/email.

Define your channel goals

While each organization has a unique set of goals, here are a few general tips to consider as you build out your YouTube presence.

You can use your channel to:

  • Replace a traditional one-sheet to create a unique presence that leaves a customized footprint of your organization
  • Highlight new roster/member signings
  • Spotlight roster/member new releases, hits, chart achievements, or hidden catalog gems
  • Pitch and secure cuts, sessions, sync placements, and other creative opportunities for your roster/members
  • Showcase your organization’s highlights such as industry awards and notable roster/member honors
  • Celebrate roster/member milestones
  • Create an centralized place for your roster/members to interact and connect

Use your channel to share your music

Your YouTube channel is a vehicle for sharing music or content with others. One way this may be done is by leveraging playlists. What makes this method of sharing music so unique is that it is accompanied by a video, creating a richer music experience, as well as a true audiovisual representation of your catalog and roster. Think about use cases where you want to send roster/member releases for a potential collaboration or opportunity, and how the added video element can enhance the work.

Tip: Sharing music via playlists is especially useful for demos. Share demos through an Unlisted playlist, which is only accessible to those with whom the link is made available.

Build your channel

Now that we have covered these foundational topics, the next step is to create your new YouTube channel, and review some insider tips. Then, it’s time to define your larger content strategy and start thinking about how to artfully showcase your visual discography.

Develop a content strategy

Visit our content strategies resource to gain an understanding of two main strategies in YouTube channel development. Both of these approaches can be utilized simultaneously and in support of one another. Also, consider going live! Live streaming from your channel is a great way to share a real time look into your roster/members’ lives both in and out of the studio. Lastly, don’t forget to consider using YouTube Shorts to tease upcoming content or releases.

Deep dive: playlists

Playlists are an organizational tool to keep fans engaged through a curated grouping of videos. You can customize a playlist name to describe and categorize the content featured within it. Ultimately, arrange the content to best represent why it is meaningful to your organization. And remember, you do not have to upload a video in order to add it to your own playlist. You can curate videos into your own playlists from across the YouTube ecosystem.

Playlist ideas include:

  • New roster/member signings
  • Roster/member releases, cuts, and hits
  • Sync placements
  • Spotlight on hidden catalog gems
  • Roster/member interviews and content
  • Education and advocacy
  • Award show content

Here are several real-life examples of playlists music publishers, societies, and PROs have created on their own channels:

Enjoy these hit singles of the last two decades:

Hit singles

For inspiration, check out this playlist BMG Black Book featured on their channel

BMI’s Emoji That Track - Season 3


For inspiration, check out this playlist BMI featured on their channel



For inspiration, check out this playlist APRA AMCOS featured on their channel

Abramus ROCK

Abramus ROCK

For inspiration, check out this playlist Abramus featured on their channel

Tip: If you have curated playlists on other services, replicating them on YouTube is a best practice.

Deep dive: sections

Sections allow you to organize and showcase your playlists on your channel. Each section visually displays the grouping of videos embodied within that specific playlist. A section can also be organized to display a customized grouping of other channels your organization would like to highlight.

Examples of this include:

  • Roster/members
  • Sister organizations
  • Sub-publishers
  • Brand imprints

Here are several real-life examples of playlists that music publishers, societies, and PROs have created on their own channels:

Featured Writers

UMPG highlights songwriters, producers, &  artists

In this section, music publisher UMPG highlights songwriters, producers and artists on their roster

Creative Nation Writers

Creative Nation highlights songwriters, producers, & artists

In this section, music publisher Creative Nation highlights songwriters, producers, & artists on their roster

Please note: all content on your YouTube channel must adhere to YouTube Community Guidelines and Terms of Service. Make sure you have the necessary content clearances for audio/video on demand content. If you are creating a live stream, click here to learn more about live streams on YouTube.