Tag Archive for 'YouTube'

Survival Guide for Engaging Fans and Building a Career in Music [Infographic]

Careers in music are built on fans that are engaged with the music and feel connected to the artist. Fortunately there are dozens of services and tools to help artists. Yet if you’re an artist, where do you start? Do you need more than one service? If so, what’s the right combination for you? How do you make sense of it all?

With artists struggling to figure out what they need to do, we’ve developed a “Survival Guide for Engaging Fans and Building a Career in Music” to put shape around this increasingly confusing landscape. It illustrates the ‘tools-for-musicians’ ecosystem, some (but of course, not all) of the key players, their relationship to the whole, and how mobile plays into all of this.

Here’s how it works:

First, do whatever needs to be done to get discovered. This doesn’t mean getting discovered by millions of people, but rather, a core initial group of fans that you will build on.

Next, engage this core initial group of fans in an interactive and authentic way in order to convert them from casual fans into loyal fans. By doing so, fans will be much more likely to support you financially and spread the word.

Once a deep connection has been made, offer fans many ways to support you financially and make it easy for them to do so. This includes selling music and creative bundles directly from your website, offering unique merch, and giving fans the opportunity to invest in you through one of the many crowdfunding platforms out there, like PledgeMusic. Get creative and don’t assume the only way to get paid is to sell music in iTunes!

Finally, carefully analyze what has worked and what hasn’t, and adjust things accordingly. Then, repeat, repeat, repeat… and don’t forget about mobile!

First Ever Live Music Festival Webcast on YouTube: San Francisco's Outside Lands

Outside+Lands

There has been a lot of talk lately about live music. Some of us have noted that concert sales are thriving despite the recession, and there seems to be almost a revival of festival-going going on. The Taking Woodstock movie is coming out, which is sure to conjure up some nostalgia and fuel some fires that have been laying dormant. One of the more notable festivals on the West coast is definitely San Francisco’s Outside Lands, which is taking place this weekend.

For those of you who live in or have ever been near the Bay Area in August you know it’s a big deal. The historic Sunset District of San Francisco plays host to this 3 day festival in Golden Gate park, which includes an incredible lineup spanning just about every genre and showcasing both big names and lesser known gems.

Fans who were looking forward to the Beastie Boys headlining will have to shake it off and get excited about Tenacious D jumping in instead. Hopefully, M.I.A. will be able to do the same. She was none too pleased about the change.

In addition to being highly interactive and social media friendly, Outside Lands has taken it a step further and is going where no concert has gone before. It is being broadcast live on YouTube! While we’re doling out the accolades, let us also mention that they are doing their part to keep it green.

Planning on going? Have you seen all the tools out there to help you get organized? First of all, you can stay up-to-date via twitter. (Please note that it’s a “twitterbot for people going to Outside Lands Fest. Send tweet to @osl to broadcast back to everyone following osl.”) Also, you might want to download the iPhone app, try using Ranger Dave’s Magic Scheduler, or hop on to CrowdFire (a place to add your photos, videos, and tweets.)

iPhone Instrumentals

Thanks to the multitude of applications available from Apple’s App Store, creating music through your phone has come a long way since Towelie’s “Funky Town.”

In fact, some, like rising YouTube sensation The Mentalists, are taking these applications quite seriously. Check out this band’s covers of MGMT’s “Kids” or Estelle’s “American Boy”.

Stanford University even has its own iPhone ensemble, called the Mobile Phone Orchestra, or MoPhO. MoPhoO director, Ge Wang, developed his own application for the group, called Ocarina, which turns the iPhone into a woodwind-like instrument sensitive to touch, movement, or breath.

The App Store has music applications for everything from digital drum pads to mash-up machines to kazoos. Some of the most popular include Jumpei Wada’s Mini Piano, Curious Brain Inc.’s TouchCords, and Magnus Larsson’s DigiDrummer Lite, all free. These apps are very user friendly, allowing even the least music-tech savvy people try their hand at a little music production.

Just another way technology is allowing a more hands-on experience for enjoying music, much like MixMatchMusic’s Remix Wizard allows artists to bring fans into the mix through remix promotions. For an Evolving Music list of other cool music related apps check out this earlier post.

Kutiman's ThruYou: YouTube Gets Mixed and Matched

I think we can all pretty much agree that the remix revolution is in full force at this point. Musicians (at least the ones who get music 2.0) are letting their fans remix their music. Artists like Girl Talk, who we recently interviewed, are mashing up songs left and right. Well, that’s great. BUT, what about all the no names and indie artists who are just as usually more creative, and yet don’t get recognized for their remixing efforts because they just don’t have the same visibility. How do the little guys introduce their smashed up art to the world?

Social media has certainly lent itself to such aims. But Twitter, MySpace, blogs, Facebook, and all the other myriad tools out there don’t necessarily guarantee success. You know what TOTALLY helps though? A viral video. Soooo…. how does one make a video viral? It’s pretty freakin hard as it turns out. Some of the successful ones out there were secretly promoted by companies hired to ensure virality. Some just got lucky. And some are really just… That. Good. Kutiman’s ThruYou project is one of the those.

Kutiman, an Israeli artist who grew up on jazz and later became enamored with genres like funk, reggae, and afrobeat (especially that of the Nigerian star, Fela Kuti), managed to stitch together all the proper ingredients for a very clever, and quite viral, video. He spliced and diced together all sorts of random content exclusively from YouTube (um, can we say long tail?) Not only did the result not suck, it was actually really good. The songs are solid and the video editing is slick and interesting. Perhaps Kutiman did kill the video star… See how did it here.

There are 7 tracks, all well worth a gander. Here’s my favorite:

Actually it’s a tie between that one and this one:

Pretty sweet, right?

Universal Backs Live Video Streams

About a year ago I examined a Wired article looking at the head of the Universal Music Group, Doug Morris, and his attempts to move against the current of technology that was slowly eroding his old-timer’s hold on music distribution. My how times have changed. Not only has UMG joined forces with the other three major labels to eradicate DRM on iTunes purchases, now they’re actively joining the swelling ranks looking for digital solutions to real-life problems.

UMG, home of artists like 50 Cent and Lil’ Wayne, is always looking for new ways to interact with fans and bring their favorite artists to them in ways that are both exciting and relevant. Because of this and the potential they see in the company, UMG has joined forces with Kyte, an emerging web start-up that is aiming to fill a niche not currently serviced by YouTube: live video streams.

UMG is hoping that this will prompt massive coverage and interest in short live broadcasts from the backstage dressing rooms, the road, clips of shows or anywhere else these artists might find themselves wanting to reach out and directly connect to fans visually. It takes away the overhead of big-budget, high quality videos that need to be processed and uploaded and replaces it with a web-based streamlined idea that brings the live video straight to the viewer.

Of course, given that these video streams are live, it could become difficult if not impossible to control the content. I’m wondering how long it’ll take for UMG to take issue with that… This could also be a shot across the bow of YouTube as the four majors actively begin renegotiating licensing agreements with Google’s video baby.