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10 Ways YouTube Changed the Music Biz

YouTube-logo-full_color (1)This year, YouTube celebrates a decade since its launch in February 2005. For those of us who were scouring the internet for videos from the very beginning, you know how much has changed since YouTube’s start-up days. This is especially true when it comes to music. From cover songs to music videos that went viral, the video platform not only changed how we discover music, it’s also created new revenue streams for talent. Let’s take a look at 10 milestones that shaped the YouTube music business as it exists today.

1. Discovery
Can you imagine what the world would be like without this guy? Whether you’re clicking on suggested videos, searching for that awesome band that opened the show last night, or browsing the platform to find pretty much anything else (literally), YouTube has proven to be an incredible discovery tool for all its users. It’s a priceless avenue to success for previously unknown singers and musicians, athletes, pop culture icons, models, and comedians.

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Master Your Calls-To-Action & Video on Facebook

February 23, 2015 Featured News, Marketing 2 Comments

FB-CTACompared to individual posts, Facebook’s Pages receive far less traffic, however they are often the first stop for someone new to your brand. Today I want to touch on some good ways to engage people during that first stop using the new Calls-To-Action feature in concert with video content and page design.

Few brands use the cover photo space for any type of programming notes, though labels and artists tend to do this by putting album covers and release dates here. Almost no one uses the cover image together with Facebook’s Page Call-to-Action (CTA) feature yet, though this would be quite effective.

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Short But Sweet: Using Album Trailers to Build Buzz

February 18, 2015 Featured News, YouTube 1 Comment

Album TeaserWe recently talked about the benefits of bootstrapping your album release promotion on YouTube through simple but effective lyric videos. Treating YouTube as the music streaming service that it is by using these videos is a huge benefit for drawing on search and discovery. With that in mind, we can take simplicity one step further with a well-planned album trailer to supplement your release. These short, but punchy videos can draw a lot of attention when used the right way, ultimately expanding your reach and awareness.

Benefits

Don’t underestimate the power of short-form content. With decreasing attention spans and increased noise in the music industry, you need to get your message across unobtrusively, but with precision. An album trailer accomplishes both of these goals incredibly well.

Often lasting only 30 seconds, these little videos can pack a punch. The idea is to introduce and announce your album with vital information for the viewer to immediately take action. Displaying a compelling visual with key information and action items gives the user what they need without wasting their time. In 30 seconds or less, they know when and where to get more of your music.

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Visualize It: Make Your Social Media Stand Out With Images

January 21, 2015 Featured News, Marketing No Comments

Visualize-Your-Goals-Dreams-and-Achieve-ThemA picture is worth a thousand words… or so they say. And with the focus on video with major platforms like Facebook, it is worth integrating visuals into your digital marketing strategy. When? How? What? Here are a few examples and networks to think about.

So you have a video release planned? Create 10-15 second clips of the video to tease on your socials leading up to the premiere, and upload to Instagram and Facebook natively. Facebook’s video functionality allows you to add a call to action at the end of the video you are uploading; this is where you can add the official video link within the teaser to drive fans to watch the full length content. Twitter video cards are starting to roll out, so keep an eye out to start incorporating these into your video strategy as well.

How about audio? Have a song you want to give your fans a sample of? Create a video using your album art, press photos, or images with a sample of the track. This type of content also works well for the afore-mentioned platforms and is fairly easy to create in iMovie or programs like Animoto. Bonus: check out this great blog post on album trailers.

I personally love GIFs and using them as content when marketing a release. Tumblr is a great place for GIFs. Grab stills from your video and create one in Photoshop, or use GIFYouTube to grab directly from your video on YouTube. While GIFs don’t work well on every network, you can use apps like Cinemagram to build cinemagraphs that can be shared to Facebook, Twitter, Tumblr, and Email. Tie in visual platforms, for example Pinterest, to showcase artwork or stills from a video release. You can link to the full length content in the Pins description, and YouTube also shares easily to Pinterest. Check out this awesome case study on how Kina Grannis rolled out her “My Dear” video using Pinterest.

I hope you are feeling visually inspired!

Welcome, Marina!

August 27, 2014 Orchard News No Comments

MarinaSans_TheNationalIntroducing Marina Sans, Video Services Account Coordinator, Spain & Portugal

Hi everybody! My name is Marina and it’s a huge honour to be joining The Orchard team as Video Services Account Coordinator for Spain & Portugal. I was born and raised in Terrassa, a small city near Barcelona (Spain), where I attended university to study a degree in Business Management.

After working in the financial sector for about 2 years, I decided to jump into the awesome but also challenging music industry. I had the chance to become part of the Primavera Sound festival organization team in Barcelona a few months ago, which was an experience that led me to pursue a career in the music industry even more (here’s a pic of me with Matt Berninger from The National, who I met at the festival). And here I am!

Pop-Rock bands are my favourite and in my free time I love attending festivals and concerts, discovering new music and TV series to be hooked on, traveling, going out with my friends and spending time with my dog.

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