Want to break into the music industry? Open a new tab in your browser and find your way to your favorite video-sharing site. Millions of people browse YouTube every day, discovering new acts through music videos and live performances. The site’s related videos section makes it the perfect tool for musicians to get their music in front of a receptive audience.
For hip hop artists, YouTube videos have become the new mixtape. The perfect fix for audiences with shrinking attention spans and an industry that favors a hot single to a good album. Savvy musicians are converting video views into new followers, ticket purchasers, and song downloaders.
If there was any doubt about video’s place in the future of the music industry, media research firm Nielsen recently reported YouTube as the number one place teens go to listen to music (64 percent). YouTube isn’t just making performers stars. The digital landscape is ripe with opportunities behind the scenes, for those strategic enough to spot them. Case in point, Simon Cowell just this week launched a YouTube audition channel, The You Generation.
Artists Catch Up With the Times
Established brands have already seen the light, and accept short-form video as the future of marketing. However, independent artists often miss out on basic parts of these marketing initiatives like brand partnerships, advertising dollars, and technical tools that boost their visibility due to a lack of knowledge.
Enter Volume Visual, the recently launched multi-channel network brainchild of digital
entrepreneurs Jabari Johnson and Benoni Tagoe. Both are YouTube veterans: Jabari for his documentary series chronicling music’s hottest rising stars and Benoni as a producer of the hit online series, Awkward Black Girl.
“One of our main goals is helping artists’ channels develop their audience,” Jabari said. “We come from YouTube backgrounds and have a lot of knowledge about the space. At the same time we have a space in L.A. that artists can come and shoot videos for free. We empower the artists with the tools to help them create the visuals on a more frequent basis and help to cut costs.”