The top tips from the music label Music announced a music licensing agreement with Google for YouTube Shorts. YouTube Shorts is a competitor to TikTok and Instagram Reels, which is built into the YouTube app and offers similar tools for creating short video content for creators.
Under this agreement, Tips will license its catalog to YouTube worldwide. This allows developers to use songs from the Tips library in Hindi, Punjabi, Bhojpuri, Haryanvi, Marathi and Gujarati, in which Tips has content. Tips is an independent catalog label and focuses primarily on older film music and devotional music. Recently, however, songs from newer films have also been licensed.
The company recently signed a contract with Warner Music that allows the label’s music to be streamed on Apple Music and Spotify. Tips signed a similar deal with Facebook for Instagram Reels in January. It also signed a deal with Sharechat for the rapidly growing Moj short video app of the social media platform.
YouTube shorts was brought to life was in beta in India last September, a few months after TikTok forbidden in India. Like Instagram, YouTube Shorts benefits from a huge existing installation base – YouTube is pre-installed on many Android smartphones in India, and Shorts are built into users’ main feed along with regular YouTube videos.