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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4 Tips to Make Your Band’s Instagram More Engaging

Instagram 4.0 - 03 EditThis article, written by freelance pop music journalist Hugh McIntyre , originally appeared on Sonicbids. We’re excited to be working with them to bring you the best and most relevant content for your business!

Every band and artist knows that social media is important (or, at least I hope they do), but sometimes doing it well can be tricky. What works for Facebook may not be the same as Twitter, and sometimes you need different strategies for different platforms. Instagram’s importance is growing, especially as younger people are gravitating towards it and away from other social networks, so learning how to engage people on the photo-only platform is crucial.

Here are four tips to make sure your Instagram profile is one that people will want to follow and engage with on a regular basis.

1. Be genuine and relatable
While Instagram has started allowing ads in order to actually make some money (so Facebook can start earning back some of that $1 billion they spent acquiring the app), it really isn’t meant to be much of a space for advertising. People don’t go there for you to sell them something, but rather for entertainment and insights into people’s lives.

While I love Beyonce and the photos on her Instagram are beautiful, she’s not a good example of what up-and-coming bands should do. Everything is staged, obviously shot by professional photographers, and carefully planned by what I can only imagine is a privately-employed social media team. If you’re on Bey’s level, by all means follow her lead. If not, you may want to stay a bit more grounded, mixing real photography with things that remind your fans you’re just like them.

2. Don’t hog the spotlight
Yes, people do follow your band on Instagram because they like you and your music, but please don’t be like that friend we all have who posts a daily selfie. Nobody follows that person for very long.

Instead, find ways of bringing other subjects and people into your feed, as long as they’re interesting and enjoyable. Maybe you’ve seen another band recently and loved a photo you took at the show, or perhaps you saw an outfit you loved on someone walking down the street. If it’s on-brand, feel free to share. Make sure it’s something your audience will want to see and they’ll welcome it, no matter how off-course it is from your new album.

3. Invite people to engage
If someone is already following you, chances are they’ll jump at the chance to interact with you. Don’t just expect people to engage with you – social media is best when it’s a two-way street. Ask your fans to submit photos they took of your latest show, or share videos of them singing and dancing to your new single, and then call out your favorites. This way, people feel like they are truly interacting with you (if they know you’re watching their videos and seeing their photos), and you’ve just promoted your tour or new music without it seeming like typical marketing.

4. Don’t take yourself too seriously
One of the mistakes some celebrities make on social media is trying to appear flawless, or as too much a serious artist to post anything off-beat or silly. While it’s easy to understand that nobody wants to share a photo where they don’t look good, looking too perfect all the time can backfire as well.

Should you share that amazing new photo your photographer took of you at a recent show? Absolutely, but follow it up with a selfie with your eyes crossed, or a picture of what your bandmates drew on you when you passed out drunk on the tour bus (assuming it’s Instagram-friendly). Some of the most-loved people on the site are those unafraid to look stupid for the sake of entertaining their fans. That’s why you’re there, right? This goes back to being relatable, but on a whole other level. It’s not just about coming off as a real human, but one just like your fans.

The Orchard Gears Up for a NYTVF-Approved Web TV Series

NYTVFLogoHey there, TV content creators! Here’s some pretty epic news from The Orchard: we’ll be developing and producing an original web series soon, and we are stoked about this first-time-ever process. Here’s how it’s goin’ down.

Along with the very cool New York Television Festival, we’ve decided to develop, produce and distribute what just might be the best in up-and-coming TV programs. “How in the world are you doing this?,” you may be asking yourself — which you should, since this kind of project, which we’ve dubbed The Orchard GO Project, has never been done before by a distribution company.

For starters, some of the best and brightest filmmakers and TV creators submitted new concepts to the annual NYTV Festival and the festival programmers made their final selection of 62 contenders. With that awesome slate lined-up, The Orchard’s Film & TV team will select what they think to be the next big thing for a TV series. Then, we’ll work with the creators to further develop the idea, provide funding for a six-episode production, and utilize The Orchard’s already massively powerful distribution platform to get this series onto the web. Voilà!

We’re super excited to offer this opportunity to TV creators out there, and we can’t wait to go through all the entries! We’ll keep you updated, and of course let you know when that fab new online series is on its way. But if you want more info on the NYTVF deal itself, check out our full story here.

Get the Show on the Road with YouTube’s Creator Studio App

August 20, 2014 Featured News, YouTube No Comments

unnamedAt this point, few will disagree that the future lies in mobile. We’re consuming more media on the go than ever before. Email, news, games, music, and of course, video. All the major players in social media are investing in their mobile products and strategies to remain competitive in this growing market. Last year, YouTube launched new mobile apps with better ad support and tripled their mobile ad revenue in just six months.

Earlier this summer, YouTube launched new mobile apps for iOS and Android, but this time aimed at those who create the videos. The YouTube Creator Studio app enables creators to manage their channels from their phones. The app provides your channel’s latest stats, the ability to respond to viewer comments, and customized push notifications to alert you to channel activity. You can also edit video details like titles, tags, and descriptions, and a few other basic channel settings. The app doesn’t support video creation, but it connects to the YouTube Capture app which does.

The flexibility of managing a channel away from a computer is a huge win for creators. Expect to see even more developments on the mobile front from YouTube over the coming months. Speaking of developments on different platforms, YouTube just revamped its TV app. Although viewership on internet connected televisions is still relatively low, especially compared to mobile devices, this will most likely continue to grow as YouTube makes the push to take on traditional TV.

Check out more great posts on getting the most out of your YouTube channel such as 3 YouTube Must-Haves.

Welcome, Oleg!

August 20, 2014 Orchard News No Comments

olegrozovIntroducing Oleg Rozov, Client & Marketing Manager, Russia

My name is Oleg, i was born in Moscow in 1984.

I started my day job on MTV Russia and was working as a director on True Life (Russian Version), then I joined Faces&Laces, an interactive exhibition and music show, where I was curating music format and bookings. After that I joined Dream Industries and Zvooq, where I was involved in the product strategy, mostly focused on signing the indie catalogues and label relations.

My passion for music started during the school period, I was involved in Hip Hop and rave subcultures, which were very popular in Russia in the 90s (along with Punk Rock and Metal), when all the new things from the West started flooding our country after the USSR collapsed.

I graduated from Moscow’s Humanitarian Institute of TV and Radio Broadcasting. These were the times I started visiting different raves together with my friends, it was Jungle and House music. UK’s underground scene (early Jungle, UK Hardcore, UK Garage) was something that really drew my attention and I started to buy vinyl records. It was impossible to get music from the Internet back then (as it wasn’t even fully there yet :)), and that is how things became serious for me.

It was 2001 when I started to collect wax ­– that was the end of the Electronic music renaissance in Russia. I began to play in clubs in 2002; in 2004, I hosted my own radio show about UK Garage on Moscow’s first ‘Urban’ radio station, NEXT 105.2 FM (now closed). Later I launched the first ever Dubstep/Garage club night in Russia and CIS called Capital Bass (2006) and brought all the main artists (incl. Scuba, Kode9, Pearson Sound, Skream and many others) to Moscow. In 2012, Capital Bass became a vinyl/digital label as I felt that many interesting things are happening on the local scene and it’s time to push Russian producers and give them a good chance to release their music on vinyl.

My other hobbies include: custom motorcycles, asian culture, fitness, etc.

The Rise of Streaming, Impact on Artists & Labels, and How to Adapt

cloud-musicUnless you don’t work in the music business or you were on Mars for the past year, you’ve heard about it: streaming is on the rise, but unlike downloads which were more or less a transcription of the physical world into digital, streaming introduces totally different paradigms. Let’s have a look at them and their impacts on artists and labels.

Download & Physical = Ownership Model / Streaming = Access Model

When you buy a physical or digital copy of an album, you buy it at a specific price and only one time. Then depending on how much you like the album you bought, you listen to it 2 times or 1000 times. With streaming, you no longer buy an album, but each of your listens (of more than 30s) generates royalties for artists and labels, and these royalties are paid either by advertising if you are on an ad supported model (YouTube, Spotify Freemium, etc.), or by a monthly subscription if you have subscribed to a service.

So in the physical/download world, the main lever is to get more buyers. In the streaming world, while you also want more people to listen to your music, you’re hoping these people listen to your music more often, too.

We all remember the 90’s, when we discovered a really good song on the radio, bought the album without having listened to it and the only worthwhile song from the 8 or 12 tracks was that radio single. In the streaming era, this shouldn’t happen anymore: because you have access to whatever music you want, unless you are dedicated masochist you will theoretically only listen to the music you love. That’s a big difference: even if a hit single can always help build awareness, each of your songs has too be good enough to be listened to repeatedly.

The second big change is you can release songs in the format you want and when you want. You no longer need to have a full album of minimum 30-40 minutes ready; each time you have a new song, you can — and should — put it “live” and build awareness around it.

This strategy makes even more sense for new and developing bands, as they can start to drive revenue with their first songs. Indeed, unlike download and physical revenues, where you see a big peak around release date (X buyers x $10), in the streaming era, even if you can still observe a peak around release due to curiosity/promotion, you should continue to observe pretty decent and regular streams over time (1+1+1+1).

In the download/physical world, release is the end of the process. For streaming, it’s just the beginning. As an artist or label, this translates into quite a big change in your cash flow, especially if you are used to getting substantial physical pre-orders. With streaming, you will need more time to recoup your initial investments, BUT revenues will last longer, and as such, streaming adds value to catalogs on the whole.

To capitalize on this, it’s a good idea to release new songs immediately, followed by remixes and B-sides so you can continuously build your catalog and as such, your revenue long-term.

Playlists and Socials: Sharing Is the New Promo

When speaking of promo, I always picture this: before the Internet, choices came from the top and as a consumer you could only choose between what labels, radio stations, TV stations and stores had selected for you. Now, with both Internet and the growth of streaming, choices are increasingly coming from the bottom — from the fans, through viral sharing, on socials… Of course, you still need people to love and pick your music to bring it to others, and the bigger/more influentials that “dude” is, the better it is for your music; but you don’t necessarily need to wait for the “Big Dude” of the Music Biz anymore. Everyone and anyone can help you spread your music by posting it on Facebook, Twitter, and adding it to their playlists. And who knows, perhaps at the end of the day, the “Big Dude” will listen to your music and like it, too.

One tip on sharing: be emphatic. Think about what you would like to see on socials from your favorite artists and labels, and don’t hesitate to highlight other artists — known or unknown — you like and “tag” them. Perhaps they will also love what you do and return the favor.

To conclude, I’ll leave you with this: Always be sincere and never abandon the music you like to try to please more people. If it’s honest, you’ll find your fan base and it will be more loyal and dedicated for it. Now, welcome to a world of profusion and to the Sharing Economy!

About The Orchard

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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