Founded in 2005, YouTube allows billions of people to discover, watch and share originally created videos. YouTube provides a forum of people to connect, inform and inspire others across the globe and acts as distribution platform for original content creators and advertisers both on large and small scales. According to an April 2009 survey by Pew Research Centers Internet and American Life Project, 62 per cent of adult Internet users have watched videos online through different platforms especially YouTube. Due to technological advances, this could certainly be seen as a major marketing and promotional tool for any artists as their work and songs could reach the audience both on the national as well as international scale.
There is much more to YouTube than just sharing a song to the public. Except for actual video, YouTube could be seen a reliable marketing tool as different aspects could be included- demonstration of making the track, telling the story behind the song and filming the artist statement. There are many examples of artists, that were able to gain mass recognition through Internet, however, Ludacris could be seen as one of the best examples as Chaka Zuku ( Manager) saw a major potential in the uprising market. When Ludacris' manger wanted to create buzz for his client's upcoming CD, he went directl to YouTube, But instead of releasing video for Ludacris' song '' Let's Stay Together'', Chaka Zuku uploaded the track directly to the site with just a picture of the rapper as accompaniment. '' You actually get to visualize the music'' said Zuku, who further had mentioned '' Even if it not a real video, music is emotion- music has a concept and a theme''. Soon after, Zuku's Blackberry has bombarded with text messages. '' It had the internet going crazy'' recalled Zuku. '' I was getting tons of messages about how they loved it, I did not know that many people heard it''.
YouTube is knows as the Internet's greatest video warehouse, it is becoming known as a place find new music, no video needed. DJ Sickamore, who was a director of A&R, at Atlantic Records for two years and now has his own entertainment management company, says Youtube is the way to listen to music in the Internet. '' Other file hosting sites have too many steps'', said DJ Sickamore. ''If I like the song, I can hear it instantly without any problems. You definitely have to take advantage of this tool''.
Its easy to see benefits that YouTube offers, it gets millions of views per day, according to the site. In addition by posting a song on YouTube, it creates excitement in a low-cost way, compared to other promotional methods, such as spending crop of street team members to various local nightclubs or to other events. ''You can do mass advertising for every song through one click'' gospel Artis Tye Tribbett said. He and his choir Greater Annointing, who have had their songs posted on YouTube, had a strong success on the Bill Board gospel charts with the album '' Stand Out'' this year.
''It's been hard to measure the success of online advertising campaigns'' said Adam Spielberger, executive vice president of interactive marketing at Special Ops Media, a New York interactive advertising agency. Now '' people are trying to dig down into numbers''. The perfect example is after three days Weezer posted its music video ''Pork&Beans'' on YouTube, 2.2 million had watched it and 65 per cent of them were men. The heavily male demographic surprised the band's marketing team. which three months ago would not have been able to find about the gender, or much else, of the people, clicking on one of Weezer's videos.
To conclude, there are still downside, such as having unreleased track floating on the Web before a label approves of its release. ''It's a double- edge sword for us'', said David Bell. director of digital marketing at the Zomba Label Group, which includes Jive Records, home to Justin Timberlake, Chris Brown, Ciara and Britney Spears, among others. Despite the potential of releasing songs first on YouTube, he said advertising on the radio is still a preferred method. '' It's another channel for leaked music,'' Bell added. '' It's not just peer-to-peer sites anymore. All they're trying to do is show their love for the artist, but at the end of the day, they're taking a leaked track and just sort of a multiplication of our music. '' Tribett was not intially keen on his songs being posted without his knowledge either. But now he believes YouTube had a major influence in helping the group's album become successful.
There is much more to YouTube than just sharing a song to the public. Except for actual video, YouTube could be seen a reliable marketing tool as different aspects could be included- demonstration of making the track, telling the story behind the song and filming the artist statement. There are many examples of artists, that were able to gain mass recognition through Internet, however, Ludacris could be seen as one of the best examples as Chaka Zuku ( Manager) saw a major potential in the uprising market. When Ludacris' manger wanted to create buzz for his client's upcoming CD, he went directl to YouTube, But instead of releasing video for Ludacris' song '' Let's Stay Together'', Chaka Zuku uploaded the track directly to the site with just a picture of the rapper as accompaniment. '' You actually get to visualize the music'' said Zuku, who further had mentioned '' Even if it not a real video, music is emotion- music has a concept and a theme''. Soon after, Zuku's Blackberry has bombarded with text messages. '' It had the internet going crazy'' recalled Zuku. '' I was getting tons of messages about how they loved it, I did not know that many people heard it''.
YouTube is knows as the Internet's greatest video warehouse, it is becoming known as a place find new music, no video needed. DJ Sickamore, who was a director of A&R, at Atlantic Records for two years and now has his own entertainment management company, says Youtube is the way to listen to music in the Internet. '' Other file hosting sites have too many steps'', said DJ Sickamore. ''If I like the song, I can hear it instantly without any problems. You definitely have to take advantage of this tool''.
Its easy to see benefits that YouTube offers, it gets millions of views per day, according to the site. In addition by posting a song on YouTube, it creates excitement in a low-cost way, compared to other promotional methods, such as spending crop of street team members to various local nightclubs or to other events. ''You can do mass advertising for every song through one click'' gospel Artis Tye Tribbett said. He and his choir Greater Annointing, who have had their songs posted on YouTube, had a strong success on the Bill Board gospel charts with the album '' Stand Out'' this year.
''It's been hard to measure the success of online advertising campaigns'' said Adam Spielberger, executive vice president of interactive marketing at Special Ops Media, a New York interactive advertising agency. Now '' people are trying to dig down into numbers''. The perfect example is after three days Weezer posted its music video ''Pork&Beans'' on YouTube, 2.2 million had watched it and 65 per cent of them were men. The heavily male demographic surprised the band's marketing team. which three months ago would not have been able to find about the gender, or much else, of the people, clicking on one of Weezer's videos.
To conclude, there are still downside, such as having unreleased track floating on the Web before a label approves of its release. ''It's a double- edge sword for us'', said David Bell. director of digital marketing at the Zomba Label Group, which includes Jive Records, home to Justin Timberlake, Chris Brown, Ciara and Britney Spears, among others. Despite the potential of releasing songs first on YouTube, he said advertising on the radio is still a preferred method. '' It's another channel for leaked music,'' Bell added. '' It's not just peer-to-peer sites anymore. All they're trying to do is show their love for the artist, but at the end of the day, they're taking a leaked track and just sort of a multiplication of our music. '' Tribett was not intially keen on his songs being posted without his knowledge either. But now he believes YouTube had a major influence in helping the group's album become successful.
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