rebecca lammers - how youtube can change your music career [darker music talks - february 2016]

WHY ME?

WHY IS VIDEO STREAMING IMPORTANT?

Then

Now

WHY IS YOUTUBE IMPORTANT?

YOUTUBE = WILD WEST/GOLD RUSH?

http://www.tubefilter.com/2013/07/12/online-video-wild-west-gold-rush/

YOUTUBE IS DIFFERENT COMPARED TO OTHER STREAMING PLATFORMS

No Minimum Per Stream Rate Services Minimum Per Stream Rate Services

YOUTUBE IS DIFFERENT COMPARED TO OTHER SOCIAL MEDIA PLATFORMS

Monetized Platform Unmonetized Platforms

*

* Facebook is currently in beta for ad-funded video in the US http://www.digitaltrends.com/business/facebook-to-follow-youtube-and-start-sharing-ad-revenue-with-video-creators/

YOUTUBE IS DIFFERENT COMPARED TO OTHER SOCIAL MEDIA PLATFORMS

Search Engine Social Media Platform

#1#2#1 #2

Source: http://www.pewresearch.org/fact-tank/2015/02/12/5-facts-about-online-video-for-youtubes-10th-birthday/

YOUTUBE PRESS• Tubefilter.com• VideoInk.com• blog.zefr.com• youtubecreator.blogspot.co.uk• AdWeek• Reelseo.com

TOP 11 COUNTRIES IN YOUTUBE VIEWERSHIP

Source: http://newmediarockstars.com/2013/03/the-top-10-countries-in-youtube-viewership-outside-the-usa-infographic/

WHAT DOES THIS REMIND YOU OF?

Source: http://www.youtube.com/yt/press/en-GB/statistics.html

OVER 400 HOURS OF VIDEO UPLOADED PER MINUTE

YOUTUBE VERTICALS & CATEGORIES Gaming

MusicEntertainmentHowto & StylePeople & BlogsComedyFilm & AnimationSportsEducationScience & TechnologyNews & PoliticsAutos & VehiclesShowsTravel & EventsPets & AnimalsNonprofits & ActivismMoviesTrailers

MusicSportEntertainmentNewsChildren’sEducation

Source: http://www.musicbusinessworldwide.com/youtube-and-google-play-have-paid-out-3bn-to-record-industry/

YOUTUBE IS FUNDED BY ADVERTISING

YOUTUBE AD FORMATS

Text/OverlayOverlay +

BannerPromoted

VideoIn-Stream /True View

$$$$$$$$$$

3 OPTIONS TO MAKE MONEY ON YOUTUBE

1. Opt into the YouTube Partner Program (Premium)

2. Sign up with a Multi-Channel Network (Premium and UGC)

3. Allow your label or distributor to collect your YouTube royalties (Premium and UGC)

3 OPTIONS TO MAKE MONEY ON YOUTUBE

1. Opt into the YouTube Partner Program (Premium Only)

2. Sign up with a Multi-Channel Network (Premium and UGC)

3. Allow your label or distributor to collect your YouTube royalties (Premium and UGC)

WHAT IS A MULTI-CHANNEL NETWORK (MCN)?

YouTube

MCNChannel

Channel

MCNChannel

Channel

MULTI-CHANNEL NETWORK(S)U.S. Based MCNs

Full list of YouTube Certified MCNs: https://support.google.com/youtube/answer/2952738?hl

Thunderboom

London Based MCNs

3 OPTIONS TO MAKE MONEY ON YOUTUBE

1. Opt into the YouTube Partner Program

2. Sign up with a Multi-Channel Network (Premium and UGC)

3. Allow your label or distributor to collect your YouTube royalties (Premium and UGC)

LABELS AND DISTRIBUTORSDistributor Music MCNs

OFFICIAL VS USER GENERATED CONTENT (UGC)

https://www.youtube.com/watch?v=K2cYWfq--Nw

https://www.youtube.com/watch?v=gAjR4_CbPpQ

OPTIMIZE TAGS FOR YOUTUBE SEO

• Video was having trouble ranking in ‘adele hello’ keyword search results

• We copied the keywords from the official video of Adele’s ‘Hello’

• Ranked #2 under the official video in search results for 1 day

FINDING THE ‘RIGHT’ SONG:COVER VS ORIGINAL

COLLABORATIONS

INFLUENCER MARKETING

• Song went to #1 on UK iTunes charts

• #28 in the UK Official Top 100 singles charts

• 100% of sales came from the buy link in the description of the video

CONTENT QUALITY

HOW NOT TO GET MORE VIEWS: BUYING VIEWS

WHAT IMPACT WILL YOUTUBE RED HAVE?

Rebecca LammersCEO, Laika Networkrebecca.lammers@laikanetwork.comhttp://www.laikanetwork.com@LaikaNetwork / @OhioanInHackney

How to sign-up:• 30 minute free YouTube consultation• 3 month trial