As the artists vs. YouTube battle rages on, Mark Mulligan suggests that the real underlying issue is that the four minute music video, while it worked well for MTV, is no longer suited to a modern YouTube, and that artists need to begin creating lengthier videos, both to maintain user interest and multiply their ad revenue.
“According to those who oppose the service, YouTube is slowly killing the music industry, one tiny cut at a time. It is anti-artist and anti-copyright, they claim. Meanwhile, every major artist has a channel on YouTube and wouldn’t dream of releasing a new record without YouTube involved in its launch.” - Eamonn Forde, The Guardian via MusicRedef
Fans engrossed in using their smartphones to share a show present a dilemma for musicians. They want fans to spread the word, but expect them to experience the performance and not distract those around them. Artists from Adelle to the Lumineers and now Slipknot have found their own solutions.
On-demand streaming music delivered by Spotify, Apple Music, Tidal and others grew at an amazing 108% compared to the first half of last year. For the first time ever, those streams surpassed YouTube Music video streams; a fact that's certainly not lost on the labels and publishers currently negotiating a new contract with YouTube.
The controversial official video for Kayne West's "Famous" is now on YouTube via Vevo, after a one week exclusive on Tidal. The video, which may lead to lawsuits from celebrities depicted nude lying in bed together, has proven to be clickbait genius garnering 2.5 million views in just 48 hours.
UPDATED: While its become controversial within the industry, there's no denying that YouTube remains one of the most important social media platforms for music. Here we go beyond the basics, and look at some more in-depth ways to promote your music and reach fans.