YouTube launches Really Useful channel

Andrew Lloyd Webber’s Really Useful Group has launched a branded channel on YouTube offering clips drawn from the composer’s archives.

Pairing of RUG and the online vid site reps the latest attempt by a legit company to expand its reach into the digital realm. RUG — the theatrical, TV and film production org and owner of several West End venues — is entirely owned by founder Lloyd Webber.

Video segs on offer include an array of clips from the 1973 pic version of “Jesus Christ Superstar” and a live perf by Elaine Paige of “Don’t Cry for Me Argentina.”

YouTube channel also links to RUG’s dedicated site, which hawks music downloads, merchandise and theater tickets.

RUG’s partnership with YouTube mirrors Broadway efforts to reach potential auds through online outlets. In recent months, YouTube clips have figured prominently in the Internet presence of tuner offerings including “In the Heights” and “[title of show].”

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