The Daily Rind | Your Top Source for The Orchard and Industry News

Working with a Living Legend: Richard Gottehrer

On my very first day at The Orchard almost three years ago, my boss took me around the office in typical Orchard tradition and introduced me to every single person sitting at his or her desk, from our accountants to our developers and everyone in between. Was anyone off limits? …

The Marketplace Presents: Klick Push

If you had the opportunity to get your music featured in more places, why wouldn’t you take it? And if those places were high-engagement areas, it’d really be a no brainer. Well listen up then, because our latest Marketplace partner, Klick Push, has just the thing for you. With access …

Use YouTube Annotations to Create an Album Preview Video

So you’ve got a new album coming out and you want to give fans a taste of what to expect. Try creating an album preview video and uploading it to your YouTube channel! We’ll walk you through how to set this up. Prepare Your Content We’re not going to go …

Become A SoundCloud Master and A Master Of Your Rights On SoundCloud

Between updating their subscription plans and experimenting with more visual profiles (still in early beta), SoundCloud has been on fire lately. ComScore even recently reported that their traffic increased by 26% in one month, making SoundCloud the 8th fastest growing site in the U.S. Though it’s certainly evolved since its launch in Berlin in …

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Tent-pole for the Holidays: The Art of Attracting Subscribers & Advertisers

November 17, 2014 Featured News, YouTube No Comments

Holiday Tent-polingIt’s that time of year again — the time when every content creator looks to make that last big push before the holidays. Luckily for creators on YouTube, holiday-themed programming can prove to be a channel’s most engaging and lucrative. Whether you have 30 hours or 30 minutes to dedicate to YouTube before the year is up, tent-pole content is low hanging fruit when it comes to gaining not only views, but also brand new subscribers and extra revenue. Trust me, you won’t want to put this off until 2015!

So what is tent-poling? If you create a playlist of holiday jams, you’re tent-poling. If you interview an artist about an upcoming tour, you’re tent-poling. Anytime you create any new content around an event, you’re tent-poling. Tent-pole content can be useful when promoting events like tours or simply when you’d like to take advantage of the traffic around a major search term like Christmas, summer or Lollapalooza, for example.

Why do we tent-pole? Every day, countless fans use YouTube’s search engine to find quality content themed around current events. That’s exactly why creating tent-pole videos and playlists around highly searched-for events (such as the holidays) is an invaluable opportunity. It not only attracts new eyes to your channel, but it targets them at just the right time.

For channels that create tent-pole content during Q4, the benefits don’t stop there. With advertisers rushing to reel in new customers in time for the holidays, YouTube is able to serve the most ads (and at the highest CPMs) during this time of year. That makes videos viewed from October through December prime real estate for ads, and the more content you post during this time, the higher your chances of having those ads placed on your content (extra ad revenue, anyone?). Since creating tent-pole content doesn’t require the budget or editing skills that a high-definition music video does, filming extra holiday interviews or building “Best of” playlists here and there can often be the easiest way to take advantage of this period’s opportunities to attract advertisers.

Now that you’ve heard all about the benefits of creating tent-pole content, it’s time to brainstorm. Depending on the time, resources and creativity you can spare before 2015, the possibilities range from creating a “12 Days of Christmas” video series to simply building a “Best of 2014″ playlist that showcases some of your channel’s best content this year. The sky is really the limit here, so don’t be afraid to get creative.

Tent-poling doesn’t have to come and go with the holidays, either. Are your artists playing any summer festivals in 2015? Consider making a curated playlist that features all the best artists on the bill. Expecting a slow release schedule in the fall? Keep fans engaged by interviewing your artists about their worst Halloween costumes of all time. There’s already an audience searching for this content and advertisers looking to place ads on it, so you might as well be engaging them.

No matter how much time you have to spare, get tent-poling this holiday season! Consider it our gift to you.

Freeloader Friday: The 1978ers, Wax Stag, HOMESHAKE & More

November 14, 2014 Freeloader Friday No Comments

888608918527It’s bring-your-gloves-to-work day here in our NY office! Yep. It’s that time of year. I think we all stepped outside this morning a bit frightened by the drastic chill in the air. But not to worry! It’s the start of the fire, soup, cider and holiday season. And along with it, a new bundle of songs for you Freeloaders!

Two album streams made their way onto the “chart” this week. Lovers of yU and Slimkat – you’re in for a treat. The duo’s new project, The 1978ers, have dropped their much anticipated LP, and it is dope. Push play all the way through on this if you’re in the mood for classic Hip-Hop put to sharp, on-point lyrics. On the flip side, there’s Megafortress’s Minimalistic approach, which sees Bill Gillim using falsetto vocals and Electronic instrumentals to convey the conceptually heavy album theme.

After you get lost in your thoughts with that last one, move on to Wax Stag’s latest, a trancey whirlwind track that features a repetitive Electronic melody set to a tranquil tone. Dart Party’s next – still Electronic, but total opposite end of the spectrum: Dance House. Yep, perfect for any Saturday night pre-game.

And as for videos, I’ve got lots! If you’re planning on doing some post-Halloweening, HOMESHAKE will give you a clown-face demo. For a much more low-key artist performance (perhaps Sunday-in-bed?), Elliott Brood’s out with a new acoustic session set to a church backdrop. But if you’re feeling up for some full-on, all-out intensity, Machine Head’s got a short film Thriller (more clowns… ) and Rated X go B&W for an old-school Rock feel.

Happy Friday, y’all. And have a great weekend!

The 1978ers: Full album stream via Okay Player
People of Today out now on Mello Music Group

Megafortress: Full album stream via Pitchfork Advance
Believer out now on Driftless Recordings

Wax Stag: “Summit” track premiere via Dummy
II out February 2 on Old Habits

Dart Party: “Going My Way” track premiere via Earmilk
Going My Way out now on Crazy Heart Records

HOMESHAKE: “Making a Fool of You” official music video premiere via DIY
In The Shower out now on Sinderlyn

Elliott BROOD: “Taken” Paperbag Session video premiere via The Bluegrass Situation
Work and Love out now on Paperbag Records

Machine Head: “Now We Die” official music video premiere via YouTube
Bloodstone & Diamonds out now on Nuclear Blast

Rated X: “Fire and Ice” official music video premiere via Blabbermouth
Rated X out now on Frontiers Records

Today’s The Day: YouTube Announces Music Key Subscription Service

November 12, 2014 Featured News, YouTube 3 Comments

YouTubeMusicKeyBetaAlthough it’s faced numerous delays and roadblocks, YouTube has finally announced the launch of its monetized subscription service, YouTube Music Key, in the United States, United Kingdom, Finland, Ireland, Italy, Portugal and Spain, with more countries launching soon. In beta for now, the service will initially be open to select music consumers and anyone with Google Play Music All Access. (Hint: that’s your in if you want to check it out.)

A slew of new music-focused features are available for free on YouTube for everyone starting today:

  • Personalized Music ‘What to Watch” page — a new home page for music
  • Topic Channels for Artists
  • Search Knowledge Cards — special search results for artists and albums called watch cards
  • Album Playlists
  • YouTube Mix (Radio)
  • Tens of millions of Art Tracks — millions of high-quality songs and complete discographies

US desktop

YouTube Music Key, the paid music subscription, will be available on Android starting on 11/17 and on iOS soon. The paid service will unlock additional features:

  • Ad-free music on badged content across all devices (mobile, desktop, TV)
  • Background listening and offline playback on badged content on mobile
  • A complimentary subscription to Google Play Music All Access

music homepage_framed (1)

We’ve created a one sheet to recap what you need to know about YouTube Music Key. Stay tuned for additional updates.

Welcome, Emmy!

November 12, 2014 Orchard News No Comments

EmmyBlackIntroducing Emmy Black, Client Relations Manager, New York

Hi! I am Emmy Black, it is so nice to meet everyone! For the past five years I have been at Bar/None Records working in nearly every capacity from A&R to Digital Marketing to Product Management. I have also done some work with Playing in Traffic Records and The Noise Company during a stint in Austin.

I enjoy Waterskiing, New Jersey, Ween, and guided tours at museums. That aside, The Orchard is an amazing company and I couldn’t be more excited to join this extraordinary group of people. I look forward to working with everyone and bringing great music to the masses.

The Compilation: From an Artist’s Perspective

recordsI got a call recently from a fellow songwriter, who is based out of Arizona. He was asking for my advice about hiring a PR person for his upcoming album release. It’s his 4th album, and he wanted to do it right this time and plan ahead. He mentioned a PR agency I’d heard of here in NY. They seemed to have an okay reputation, but they wanted to charge him $3,500 a month. (!) It was a hefty price tag for an artist who, despite having great music, is still not well-known enough to compete with Ryan Adams in the eyes of the press or the general public. I ended up talking him out of it and recommending some other more affordable options.

My songwriter friend is not a novice, nor is his situation unique. Like many lesser-known artists, he’s not backed by anything except his own hard work. He’s not behind the times, he’s just doesn’t live in a major metropolitan area. He’s also one of many talented artists I know just like him: trying to figure out how to keep making music, and moreover, to get people to hear it.

The point here is not to depress anybody, but to present yet another way for my friend here, and artists everywhere, to be heard: the resurgence of the COMPILATION, brought back into our lives as the modern mixtape.

The point of a physical music compilation in the record store days was for labels to introduce their new artists. Sometimes these compilations waited like hidden jewels in music store bargain bins, or got mailed out with magazine subscriptions. They presented a grab-bag full of new ear morsels for us music nerds everywhere to cut and paste and put on our own mixtapes for friends. It was a point of pride to come up with a band nobody had ever heard of before, especially in my hometown of Oklahoma City. To us Midwestern kids, unknown bands were like exotic rare birds that had flown in from the land of cool to save us from hearing Garth Brooks all day, every day.

But now the choices are so vast, there are so many SoundCloud and Bandcamp artist profiles, that as both listeners and artists, the thrill has changed. Word of mouth is not merely helpful, but we rely on it. We need the tastemakers and the music journalists to filter the choices for us, otherwise it’s too overwhelming. Long gone are the days where we listened to THE RADIO to determine what’s good for us. The phrase “alternative music” came about because people wanted an alternative to the mainstream Top 40 programming. Now we almost have too many alternatives to the mainstream, a lot of which have been lumped into one big unclear channel called “indie.” And so the question remains, how do smaller artists get their music heard?

Unlike an expensive PR budget, having a song on a compilation does not cost the artist $1,000-$3,500 a month. Nor does it have an expiration date of a typical 3 month PR campaign. It’s the new breed of mixtape, but the sky is the limit with how many ears it can reach. A well-curated compilation album also has more weight to it than a simple streaming playlist, yet it has all the equal benefits when it can be transferred onto a streaming service. So for someone more under the radar, finding ears to hear your music is no longer limited to who has heard of you and feels like buying your album. If you’re on a compilation with 20 other artists, the fans of those artists will be introduced to you, and the snowball effect occurs… without paying an additional dollar for publicity.

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The Orchard is a pioneering music, video and film distribution company and top-ranked Multi Channel Network operating in more than 25 global markets. Founded in 1997, we empower businesses and creators in the entertainment industry.

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