YouTube Tells Musicians: “You Need to Make a Lot of Content”

…from a discussion in Oslo with Jeroen Bouwman, manager of content partnerships for YouTube Music, as reported by Music Ally.

“Nine out of 10 of our most-watched videos are music videos.  Music is a type of content that people engage with on a very strong emotional level.  Undoubtedly music is very important to YouTube, but it’s not the only content on YouTube.”

“If an artist had an album that had 12 tracks, it would come out, have one, two or if you were lucky three singles come out over five to six months, then the artist would go quiet for 12 to 18 months until their next album came out.  But to be successful on YouTube, going quiet for 12 to 18 months doesn’t really work. Those labels or artists that are successful on YouTube?  They’re posting a lot of content.”

“To be successful on YouTube, you need to create a lot of content. That’s at odds with how the traditional music industry works.”

“YouTube kinda grows on you, but you have to invest the time. It might not start out as something where you are making thousands or tens of thousands or millions. But it’s something it grows into for some people, and not for others.

“But the promotional value is always there.”

 

Image: ‘Marzipan Doll Assembly Line’ by A. Davey, licensed under Creative Commons Generic Attribution 2.0 (CC by 2.0). 

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Source: Industry News