Warner Music Group will license its music to YouTube for distribution as part of user-posted videos. The deal will take the form of sharing advertising revenues. Under the agreement YouTube will integrate content identification technology to identify files containing Warner content. Warner recently created a YouTube channel to promote a Paris Hilton album that also had revenue sharing with the web site.

Warner takes a bold and charitable step with the agreement, which treats the video site as a promotional medium, as opposed to a distribution channel like P2P. Warner accepts a small payment on ad sales. It does not force DRM or a fixed fee or charge per applicable media file played. As a result, there is no impact to users and such viral video publishing can continue its boom.