It was announced today that YouTube will be adopting ISNI IDs for artists and songwriters in their platform. With this, YouTube will become an ISNI agency, the first ISNI registration agency in the music space. See the press release issued by the International Agency for the International Standard Name Identifier (ISNI).
The ISO certified global standard number (ISNI) aims at identifying the millions of contributors to creative works and those active in their distribution. ISNI’s mission is to assign to the public name(s) of a researcher, inventor, writer, artist, performer, publisher, etc. a persistent unique identifying number to resolve the problem of name ambiguity in search and discovery; and diffuse each assigned ISNI across all repertoires in the global supply chain so that every published work can be unambiguously attributed to its creator, wherever that work is described. As from now, a persistent unique identifying number will be assigned to artists and songwriters of the YouTube platform, resolving the problem of name ambiguity and discovery.
As one of the founding organisations of ISNI, IFRRO welcomes the news. Identification systems such as ISNI are building blocks of the digital economy, and the adoption of ISNI by YouTube points to its flexibility in operating across different content domains. Michael Healy, Executive Director (International Relations) at Copyright Clearance Center (an IFRRO member) is Chairman of the International ISNI Agency and welcomed YouTube’s adoption of the standard: “ISNI has been used widely for many years by national libraries. The adoption of the standard by YouTube breaks new ground and illustrates that ISNI is a powerful tool in any context in which the unique and unambiguous identification of creators is important. A lot of RROs and other CMOs are showing interest in ISNI to support their royalty payments to rightsholders.”