The New Music Business with Ari Herstand
How YouTube Works for Music
Jan 15, 2025
George Karalexis and Donna Budica, co-founders of TEN2 Media, share their expertise in maximizing YouTube's impact on the music industry. They discuss YouTube's role as the top music discovery platform and how artists can leverage it for monetization and fan engagement. The duo dives into key strategies for navigating content creation, understanding analytics, and utilizing features like Shorts and live streaming. They also highlight the importance of partnerships and transparent revenue management for emerging artists looking to thrive in the ever-evolving digital landscape.
01:14:08
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Quick takeaways
- YouTube serves as a vital music discovery platform where artists must leverage its multi-format content capabilities to engage audiences effectively.
- Monetization on YouTube involves diverse revenue streams, emphasizing the need for artists to partner with knowledgeable entities to maximize earnings.
Deep dives
The Unique Nature of YouTube for Artists
YouTube is highlighted as a unique platform for artists, combining features of both a social network and a digital service provider (DSP). Unlike other platforms focused solely on streaming or virality, YouTube allows for multi-format content creation including music videos, vlogs, and shorts. This versatility provides artists with the opportunity to engage personally with fans while also monetizing their content effectively. As video consumes more bandwidth and smart televisions become prevalent, artists are encouraged to embrace YouTube to grow their audience.
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