YouTube strikes deal with EMI

EMI is the last of the four major music labels to sign a content sharing deal with YouTube

YouTube has struck a deal with EMI that will allow the site to display music and video from most of the label's artists. 

The partnership makes EMI the last of the four major music labels to sign a content sharing deal with YouTube.

The video sharing site will allow users to upload studio-produced and user-produced videos that feature music from EMI artists. YouTube will track the items and pay royalties based on advertising content generated by the videos.

YouTube made a similar deal with Warner Music in September last year.  

"YouTube has quickly established itself as a stand-out fan favourite because it taps into what people want and consistently delivers a good experience," said EMI chief executive Eric Nicoli.

"Through this agreement, EMI and its artists will be fairly compensated for their work."

EMI artists featured in the agreement include David Bowie, Coldplay and Norah Jones. 

Some EMI bands, however, did not wait for a deal to be signed before establishing themselves on YouTube. Rock group OK Go has long been a favourite on the site, winning a Most Creative Video award at the YouTube 'Oscars' in March.  

Not every EMI artist will be taking part in the YouTube deal. The Beatles will reportedly not be covered by the partnership, and EMI will still retain the option to request the removal of any copyrighted content from the site. 

The move comes just one day after EMI made headlines by officially becoming the first major label to offer songs for download from the iTunes store without DRM software.