Thematic's answer:

Thematic’s founding team has spent the last 10 years helping to develop and define the YouTube creator ecosystem. During that time, 2 things have remained constant:

• Content creators need great songs for their videos
• Music artists need help promoting their songs

In 2015, Michelle Phan had built one of the most successful YouTube channels and was a global icon within the beauty community. It was at this time she found herself in the middle of a copyright infringement lawsuit with Ultra Records over music she thought was properly cleared. She ultimately settled out of court. It was a result of this battle that Michelle identified the need to create a peer-to-peer marketplace where content creators and music artists could support each other through community-based music licensing.

Launched in 2018, Thematic is a collaborative platform that connects emerging and established music artists with digital media content creators across YouTube and other digital platforms.

Thematic’s proprietary algorithm curates music to meet the various needs of content creators, while at the same time matching music artists to creators with like-minded audiences.

With Thematic, content creators have a lifetime right to use the music without the worry of copyright infringement. Artists are provided an opportunity to have their music featured in online videos by prominent content creators, ultimately expanding their reach and audience.