In a splashy distribution gambit, and a timely reminder of YouTube‘s enormous content depth as it prepares a music-only subscription service, Music Vault is augmenting its existing YouTube channel with the addition of at least 13,000 concert videos.
Many or all of the videos have been freely available on the Music Vault site, but the packaging and playlist arranging is different, and more engaging, in the YouTube channel. The impetus is drive awareness of the impressive treasure chest of content.
Music Vault is a division of Concert Vault, which is a subscription service. They both are owned by Wolfgang’s Vault, a music memorabilia company founded by legendary concert promoter Bill Graham. Wolfgang Vault content (poster, photos, videos, and more) has a strong focus on 1960s-1970s music acts and concerts. But a review of the YouTube channel’s new uploads shows lots of concerts into the present decade.
Music Vault is a bonanza for Boomer-era music lovers who can relive concerts they attended, or wish they had. The YouTube arrangement makes it all the more delightful with engaging playlists — we got thoroughly distracted by “Face-Melting Guitar Solos.”
For YouTube, the promotion around this video dump plays well into the company’s plan to launch a music service this summer, and might serve as counterpoint to Google’s nonchalant public attitude toward incendiary negotiations with independent labels. Music Vault also serves as a “proof of depth.” When Spotify announced its exclusive deal with Led Zeppelin last December, we noted that YouTube has had the entire discography, plus loads of extras (including concert footage) for a while. It is that remarkable and unique depth that YouTube probably hopes to leverage with a focused music platform.