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Photo Credit: YouTube Music<\/p>\n<\/div>\n
To celebrate its 20th anniversary, YouTube\u2019s Made On event this week unveiled<\/a> three new features coming to YouTube Music. These new features are designed to further engage superfans<\/a> and connect them with the artists they love.<\/p>\n \u201cTwenty years ago, YouTube launched with the idea that everyone should have the opportunity to create and find a global stage,\u201d the company said. \u201cSince then, we\u2019ve seen creators shape culture and entertainment in ways we never thought possible. Anyone with an idea\u2014whether an individual artist, studio, or brand\u2014can become a creator here.\u201d<\/p>\n YouTube says it has paid out over $100 billion to creators, artists, and media companies worldwide just in the last four years. \u201cWe didn\u2019t just create a platform,\u201d says Neal Mohan, YouTube CEO. \u201cWe built an economy.\u201d<\/p>\n A new countdown for upcoming releases and the ability to pre-save tracks or albums in advance are coming later this year. The timer will be displayed on the album detail page, artist profile, and album shelf. Notably, this functionality is a clear effort to compete with YouTube Music rival Spotify. The Stockholm streamer\u2019s Countdown Pages<\/a> have been a big hit for the most dedicated fans, who eagerly await new content from their idols.<\/p>\n Further, YouTube Music is rolling out a pilot program for users in the U.S., allowing them to access exclusive merch drops from artists. Unsurprisingly, Spotify has also been testing a superfan-oriented program<\/a> or subscription tier that it says would offer similar features.<\/p>\n YouTube\u2019s latest announcement follows its music platform\u2019s recent rollout of new features last month in honor of YouTube Music\u2019s 10th anniversary. These include collaborative playlists, achievement badges, and the ability to comment on albums and playlists.<\/p>\n <\/div>\nArtists on YouTube Music will also be able to engage with their most loyal fans starting next year by offering exclusive \u201cthank you\u201d videos, behind-the-scenes clips, and other exclusive content. This feature, again, is similar to one Spotify rolls out each year in the form of Wrapped. But YouTube\u2019s version is focused more on rewarding top supporters and building a more personal connection between fans and artists, rather than a recap of a user\u2019s yearly listening habits.<\/h4>\n