YouTube is now a Registration Agency for the International Standard Name Identifier (ISNI), the ISO certified global standard number for identifying millions of contributors to creative works and those active in their distribution.
YouTube is the first ISNI registration agency in the music space. YouTube will request an ISNI, a unique identifier, to be assigned to all creators whose works are used on the platform – including performers and songwriters – helping to reconcile data and ensure attribution. 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.
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.
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