Music in the practice of an online donations on the example of YouTube

The purpose of the article is to give general characteristics of the phenomenon of music occurrence in the online donations. Although music in the context of streaming has already received a lot of studies, its role in livestreams is still not explained. An attempt to describe the practices related to the use of music in donations was made on the example of YouTube, which is a leading service in the field of music streaming because of its free nature. Nevertheless, the use of music in donations always involves costs, despite the fact that the fragments of songs are broadcast for just a few seconds. During livestreams music can be used as a reward for charity, but it is primarily used to integrate the online community. The described phenomena do not occur in isolation from market mechanisms. Donations and the music with them remain entangled in the logic of the attention economy.