The accessibility of Youtube has ushered in an unprecedented level of focus on video content —both for bands and for fans.
For any artist that wants to maximize his impact online, it is essential to develop a video content strategy for YouTube that not only represents them well, but also helps their fan base connect and grow. The key to doing this is different for each artist, but here are some essential things to remember when crafting your own strategy.
Hit Singles, or Steady Gigging?
Just because major labels need millions of hits to justify their inordinate spending doesn't mean you need millions of hits too deem your video a success. The viral video might seem like the 21st century ticket to stardom, but it is important to remember that viral videos are like hit singles: the flops far outnumber the successes. If you are desperate for that viral hit, you are chasing something that only happens to a select few. Plus, as Rebecca Black illustrates, it not always a quality product that get this attention.
So what should you strive for? To answer this question, it helps to think of your video strategy the way you think of your live strategy. If you play a venue and get 50 people, then go back a couple of months later and get 150, that is certainly a success. It is the same with videos: if you increase your views with each video, then you are doing something right.
Find Your Voice
The most important factor in any outreach strategy, video or otherwise, is retaining your honesty. I don't necessarily mean confessing your innermost thoughts to the world every five minutes. Honesty's more about staying true to yourself and your music. Acoustic performances can be amazing, but they can be extremely dull, too. Tour videos work great for some, but not so great for others—if you just give a running commentary of which town you are driving to and how tired you are, inevitably your audience will yawn along. Bands goofing around and finding time to cause trouble at a MacDonald's drive-thru can be endearing, but being a douchebag looks ten times worse on camera. Whatever works for you, just make sure to be creative—be dumb, be funny and above all else, don't take yourself too seriously.
Pomplamoose are an example of a band that marries that ethic with its music. Their videos are visually interesting, creative, and retain a sense of humor. They're also so visually engaging that it renders your personal opinion of their music irrelevant at first. Once they draw you in, you can make up your own mind if you want to delve deeper and become a fan. They achieve that vital first step of getting your attention without you feeling like they are desperately seeking it. They are also not afraid to replicate a formula, and from their play count it seems people are happy to embrace that repetition.
Your video content doesn't have to be comprised of originals. You can film covers too
Make a Music Video?
Before you invest your hard-earned cash in a music video, you need to ask yourself the following question: Will this achieve anything more than a simple performance video?
Despite the status and value we ascribe to them, traditional music videos are actually some of the most difficult types of video content to achieve outreach success with. Bands tend to forget that the finished product needs to not only showcase their band, but also reach out to a wider demographic. And a few thousand dollars in the wrong hands can turn your vision of a pop spectacle into a poop receptacle.
If you know someone who has a track record of making good video content, and they are willing to work with you and build a creative concept, then it could be worth pursuing.
But if all you have is a budget to make a video, in all honesty I'd recommend buying your own camera and editing software and just learning the ropes yourself. Start simple, and you will soon be able to use your creative brain to bring watchable content to life.
Keep Creating
Today's viewer wants bite-sized chunks of quick fire entertainment, so keep posting regular content. Find your own formula; don't just try to emulate one. If something works (and your viewing numbers will tell you if it is a success or not), don't be afraid to repeat it a few times.
Just like the greatest songs, sometimes videos go viral by chance. The winds change, a little luck comes into play, and suddenly everything seems to fall into place. So get shooting, don't waste money, be bold, take some chances, and above all else, be honest.
For any artist that wants to maximize his impact online, it is essential to develop a video content strategy for YouTube that not only represents them well, but also helps their fan base connect and grow. The key to doing this is different for each artist, but here are some essential things to remember when crafting your own strategy.
Hit Singles, or Steady Gigging?
Just because major labels need millions of hits to justify their inordinate spending doesn't mean you need millions of hits too deem your video a success. The viral video might seem like the 21st century ticket to stardom, but it is important to remember that viral videos are like hit singles: the flops far outnumber the successes. If you are desperate for that viral hit, you are chasing something that only happens to a select few. Plus, as Rebecca Black illustrates, it not always a quality product that get this attention.
So what should you strive for? To answer this question, it helps to think of your video strategy the way you think of your live strategy. If you play a venue and get 50 people, then go back a couple of months later and get 150, that is certainly a success. It is the same with videos: if you increase your views with each video, then you are doing something right.
Find Your Voice
The most important factor in any outreach strategy, video or otherwise, is retaining your honesty. I don't necessarily mean confessing your innermost thoughts to the world every five minutes. Honesty's more about staying true to yourself and your music. Acoustic performances can be amazing, but they can be extremely dull, too. Tour videos work great for some, but not so great for others—if you just give a running commentary of which town you are driving to and how tired you are, inevitably your audience will yawn along. Bands goofing around and finding time to cause trouble at a MacDonald's drive-thru can be endearing, but being a douchebag looks ten times worse on camera. Whatever works for you, just make sure to be creative—be dumb, be funny and above all else, don't take yourself too seriously.
Pomplamoose are an example of a band that marries that ethic with its music. Their videos are visually interesting, creative, and retain a sense of humor. They're also so visually engaging that it renders your personal opinion of their music irrelevant at first. Once they draw you in, you can make up your own mind if you want to delve deeper and become a fan. They achieve that vital first step of getting your attention without you feeling like they are desperately seeking it. They are also not afraid to replicate a formula, and from their play count it seems people are happy to embrace that repetition.
Your video content doesn't have to be comprised of originals. You can film covers too
Make a Music Video?
Before you invest your hard-earned cash in a music video, you need to ask yourself the following question: Will this achieve anything more than a simple performance video?
Despite the status and value we ascribe to them, traditional music videos are actually some of the most difficult types of video content to achieve outreach success with. Bands tend to forget that the finished product needs to not only showcase their band, but also reach out to a wider demographic. And a few thousand dollars in the wrong hands can turn your vision of a pop spectacle into a poop receptacle.
If you know someone who has a track record of making good video content, and they are willing to work with you and build a creative concept, then it could be worth pursuing.
But if all you have is a budget to make a video, in all honesty I'd recommend buying your own camera and editing software and just learning the ropes yourself. Start simple, and you will soon be able to use your creative brain to bring watchable content to life.
Keep Creating
Today's viewer wants bite-sized chunks of quick fire entertainment, so keep posting regular content. Find your own formula; don't just try to emulate one. If something works (and your viewing numbers will tell you if it is a success or not), don't be afraid to repeat it a few times.
Just like the greatest songs, sometimes videos go viral by chance. The winds change, a little luck comes into play, and suddenly everything seems to fall into place. So get shooting, don't waste money, be bold, take some chances, and above all else, be honest.
