One of the great things about radical trust is that you let your consumers control the content they want to interact with. The more editorial control you put on it, the less trusting it is of the people. This paradim would suggest that the more you control the content, the more restrictive your brand impression is. So when I hear that a visionary company like YouTube sells itself for 1.65 billion with a model that defines radical trust, the news is great – proving the model exists and has tangible value (even if it is a little inflated).
But when they cut deals that give 3rd parties editorial control over content, we’re back to a closed monologue again. I never thought I’d see the day when a company like YouTube would allow this to happen. What a difference a day makes and Monday was that day.
It seems now that YouTube’s radical trust model is going the way of the do-do and restrictions are on the way. YouTube’s partnerships (announced Monday) with Universal Music, Sony BMG and CBS allow the labels’ music and videos to be posted on the site. These labels will authorize the use of the material with revenue sharing deals. All of that is good, but here is where YouTube becomes TheirTube… The deal also grants the development and use of technology that will filter out any unauthorized content claimed by Universal and CBS. Sony BMG opted for a ad streaming revenue.
Of course, nobody at YouTube or the labels wanted to comment further about this.
Why didn’t Google scoop ifilm or Heavy for 1.65 billion? The answer is obvious. There are fewer people using them because they’re restrictive, inconvenient and full of ads.
I don’t know what the answers are, if I did, I would be a billionaire, but I do know that doing the same thing over and over again and expecting different results is the definition of insanity.
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