YouTube’s finally listening to creators.

For the first time in 19 years, the platform’s released a tool to help creators to easily remove copyrighted music from their uploaded videos.

Although the AI eraser still needs a bit of work, it’s going to make it much easier to fix copyright issues without botching the whole video.

In today's newsletter:

• YouTube's new AI tool puts copyrighted music concerns to bed (find out how it works)

• Adidas releases ‘All Blacks Gazelle’ shoe for Rugby World Cup (plus what we can learn from this successful long-term brand partnership)

• Trend plug - The lion’s roar

• Ask the Editor - Does anyone watch long form content these days?

- Charlotte, Editor ♡

p.s. If you're reading this and you want to start creating viral content for your brand, our cohort program is set up to help you do that. Lucky for you, we’ve just opened registrations for our August intake! Learn more.

Saints be praised!

After 19 years, YouTube's finally addressed a headache that's endlessly plagued users: re-uploading content to fix copyright issues.

The platform has just released an AI-enhanced eraser tool in YouTube Studio. So now creators can remove copyright-claimed music from their videos while still keeping the rest of their audio intact.

YouTube warns the tool's algorithm might not always succeed with trickier audio. But it's a welcome addition from a creator's perspective. The tool sets the stage for a much more peaceful existence on the site, which, historically, hasn't always addressed users' criticisms.

A leap in audio engineering

In the old days of YouTube (i.e. up until this month), there were a handful of things you could do to fix sections with copyrighted music. Through YouTube Studio, you could mute the affected section of video and replace the song with in-app unlicensed music or trim out the affected section altogether.

Your last resort was to pull down and re-edit the video, sacrificing the original video's impressions.

Now with this new tool, there should be no need to pull down your video. Just let AI remove the music and leave the rest of your audio unharmed!

[Keep reading]

-Devin, Copywriter

Adidas Releases ‘All Blacks Gazelle’ Shoe for Rugby World Cup

In my little corner of the world where the hobbits live, you don’t see too many huge, flashy, epic brand collabs.

Don’t get me wrong. Our country is brimming with creative innovation.

But it’s nice when we get some cheeky global recognition, too.

When people outside Aotearoa think of our island nation, they usually think of three things: Lord of the Rings, sheep, and the All Blacks.

Those of us who live here know that our rugby team is one of our greatest national treasures, and one of the most successful in sports teams’ history.

We are one of two teams to win three World Cups and we’ve held the #1 spot for 80% of the last twenty years.

One of our most famous, and potentially oldest brand collabs is between the All Blacks and Adidas. The sportswear brand has designed the team's iconic jet-black uniforms for the last 25 years, with this month marking the quarter-century anniversary of the partnership.

And the Three Stripes has honoured this partnership with The All Blacks Gazelle, a limited-edition, sleek black design of one of their most popular shoes on the market right now.

[Keep reading]

-Sophie, Writer

Trend Plug - The Lion’s Roar

We're roaring our way into today's trend with the 'lion roar trend.'

We can't really decipher where this trend originated from. But with over 48k videos to the sound, it'd be silly not to take part.

Tiktokers are using this trend to show appreciation for people with certain traits. These could range anywhere from physical traits like pierced ears, to personality traits such as being able to give back sarcasm.

How you can jump on this trend:

To make this trend relevant to your brand, you can adapt it to show what you appreciate as it relates to your work. This TikTok trend is also a great way to advertise your service or product.

A few ideas to get you started:

• ‘When the client cuts the meeting short’

• ‘When the client lets me have full creative control’

• ‘When they subscribe to the newsletter’

-Abdel, Social Media Coordinator

Tune in to the YAP Podcast

We’re breaking it down for you.

Listen to the YAP podcast Tuesday - Saturday, where we talk about everything that’s happening in marketing right now so you’re always in the know.

Watch the full podcast here and subscribe to our YouTube Channel so you never miss an episode.

Ask the Editor

Q - I run a financial consulting business and feel like we should be making more long form content but I'm afraid everyone's attention spans are so short these days. Should I just do short videos instead? - Thomas

Hey Thomas!

I know everyone says attention spans are shorter, but are they really? I mean, most of us can easily binge watch a show we're really interested in. It's more about what kind of mood we're in at the time.

So if you want to produce some longer, educational content, you absolutely should. One easy way to do this is to film a podcast and put the long version on YouTube. Then you can create shorter clips and post those on TikTok and Instagram, where people are more likely to be looking for bite-sized information.

Rather than worrying about making your longer content too long, I'd focus on figuring out how to keep people watching. If you know how to do that, it doesn't matter how long it is!

- Charlotte, Editor ♡

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