YouTube becomes a registration agency for the International Standard Name Identifier (ISNI) initiative. An ISO certified global standard number will be introduced for identifying millions of contributors. The American video sharing platform will request an ISNI, a unique identifier they will be assigned to all creators whose works are used on the platform including performers and songwriters. This will help to settle data and ensure rightful credit. YouTube will share ISNIs with its label and publishing partners in order to promote the adoption of this standard by the industry as a whole.
The mission is to assign to the public names of a researcher, inventor, writer, artist, performer, publisher, etc. The unique identifying number will resolve the problem of name uncertainty in search, discovery and diffuse each assigned ISNI across all repertoires in the global supply chain. Every published work can be attributed to its creator, wherever that work is described.
This opportunity will offer the music industry a valuable identifier scheme and in so doing, will deepen ISNI’s knowledge of this domain and improve its technical facilities and approaches. Many organisations, active in the music sector, have already shown interest in using ISNI identifiers as part of the infrastructure in order to manage rights and royalties effectively.