YouTube
- It is the primary search tool for music.
- It is easy to share and embed from YouTube.
- Encourage partnerships with labels and artists.
- YouTube are making it easier to become a partner.
- Can earn money from videos.
Strategies on YouTube
YouTube uses two types of monetised ads on videos:
1) The 30 second pre-roll which is very intrusive but high earning.
2) The five second skippable banner advert.
You earn money from allowing pre-video adverts in YouTube. However videos with adverts are statistically less likely to ‘go viral’. Artists and fans hate adverts and, as sharing is often the most important metric for a video.
Infectious Music doesn’t run ads for the first two weeks of a new artist’s campaign as it consider adverts to be off-putting to fans of new acts.
VEVO
Pros -
To be successful in the media industry, getting a music video onto YouTube can have massive benefits for the artist. VEVO is the biggest global network dedicated to music visuals, in which they will do special promotion projects with the right partners. They like independent artists, as there are many ways for independent artists to get onto VEVO, e.g via The Orchard. They improved recommendation to viewers, who then stay longer and watch more and get higher earnings for partners.
Cons -
The person has to upload a new master file, therefore it splits views across YouTube and VEVO. Additionally the viewer is effected by ads that pop up before the music video plays. VEVO also works better for some kinds of artists than others.
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