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Warner Music may be reporting “lackluster earnings”, as CNET News describes it, but that isn’t stopping it from eyeing up EMI, the dying UK member of the Big 4 Organised Music gang who since 2003 have been trying to sue their own customers into becoming compliant consumers of corporate ‘product’.

And it “appears to have at least one thing to celebrate: dramatic new interest in its YouTube videos”, says the story.

Appearances, however, may be deceiving. Because “Something doesn’t look right”, it says, going on >>>

From December to January, the number of unique visitors to Warner’s YouTube’s clips appears to have more than doubled from 23.3 million to 47.5 million, according to ComScore.

The problem with all that is the traffic figures are a little hinky.

According to numerous music insiders, the January data YouTube reported for Warner included visits to user-generated clips. Under YouTube’s licensing agreement with Warner, users of the video-sharing site are allowed to incorporate Warner’s material into homemade videos.

Enter, out of nowhere, Universal and Sony’s Vevo whose ComScore figures “don’t include visits to user-generated clips”, says CNet, going on, “YouTube only reports traffic to that site’s professionally made music videos. ”

YouTube “appeared to confirm that Warner and Vevo are not reporting the same way”.

So?

Well, given that music has very little to do with anything; rather, it’s all about eyeballs and advertising, “Warner’s rivals fear that by not comparing apples to apples, Warner may grab an unfair advantage in attracting advertisers, who could be misled into believing that Warner’s traffic is coming from professionally created clips”, says the story, adding:

“What is still unclear about the discrepancies in YouTube’s reporting is who or what is responsible. Nobody seems to know whether it was a software glitch or human error, or something else.”

You need to ask?

Last september, “Hooray hooray”, said p2pnet. Music videos from Green Day and Metallica will, “begin reappearing on YouTube by the end of the year” we quoted the the Los Angeles Times as saying.

That’s because giant online advertising company Google has, “struck an agreement with Warner Music Group,” it said.

Warner, still trying to push its Choruss music licensing scheme onto gullible American universities, “will be able to sell advertising surrounding its artists’ work and split the proceeds with the website,” said the story, noting:

“The label can also identify its songs on user-created videos, and make money on these videos.”

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