In a quick-fire overview, Chris provided a rundown on what artists should be doing when it comes to making great videos, especially in today’s world, where content is even more important than ever. “You can’t ignore YouTube. You have to have your content on YouTube…it’s the biggest streaming platform in the world,” stressed Chris.
He explained that it isn’t just a streaming service but also a platform for publishing and promoting, as well as a media and non-commercial licensing platform. And because of this, every new artist needs to have a presence there and should be monetising their content via the YouTube Partner Programme. For a more detailed explanation of Chris’ advice, you can download his slides here.
Up next, to share their knowledge were the panelists - Safiya Lambie-Knight, Senior Manager of Music & Talent at VEVO, Larry Gale, Head of Broadcast Production at Boiler Room and Morgan Keyz, Video Director and Artist Manager for Donae’o and WSTRN.
“You can obsess about video all you want but you’ve got to get a good audio recording. It’s the same for us when it comes to live. We might stress about what it’s going to look like for weeks ahead of the show but if it doesn’t sound right people aren’t going to stay with us.” emphasised Larry, who has worked in production for over twelve years and heads up Boiler Room’s worldwide broadcast.
Safiya whose job is to manage and develop VEVO’s artist and label relationships, set straight the myths around the platform and the eligibility of unsigned artists. She clarified that “Essentially anyone can have a VEVO channel as long as you work with a distributor in the same way that you’d work with Spotify or Apple Music. You can distribute your videos to us as well. The benefits of doing that are that we can offer promotion which you can’t necessarily do within YouTube.“
Having started his career creating video for Trapstar and helping to build the SBTV empire into what it is today, Morgan explained that to shoot great content you don’t need hi-tech equipment, but if you do want to invest in a DSLR, then it doesn’t have to be expensive. “When I started shooting music videos it was just before DSLR started getting popular. And I bought one that was called a Canon 550D and at the time…even major labels videos were shot on 5Ds…I shot music videos for Dappy, Stormzy and all kinds of people for three, four years on that camera. And to be honest, I never got any complaints.”
This month’s Industry Takeover seminar generated some key takeaways when it comes to making and monetizing video content. In case you missed it, here are a few:
Have a vision. Have an idea about how you want to present your music and what you’d like to create before you approach a video director.
Equipment doesn’t have to break the bank. Whatever your budget, you can find a camera to shoot your videos. You don’t necessarily need an expensive DSLR, these days you can capture high-quality visuals with a smartphone.
Get some editing software. Adobe Premiere and Final Cut Pro are both industry standard software that you’ll need to pay for. You can find lots of online tutorials to help you get started and create effects. Alternatively, there’s plenty of free software too.
Consider creating a cover song. They can gain lots of attention on YouTube, but figure out if it’s the right route for you.
Pay attention to how your fans react. They’ll soon let you know if your content appeals to them or not. Many platforms have inbuilt analytics to help you check how your videos are performing, so take advantage of them.
Promote your channel. Don’t just push your videos; make sure you include your channel links in your social media bios. It will help direct people to your content.
Look beyond YouTube. There are lots of platforms that you can use in order to get your visuals in front of an audience. For example, VEVO can help boost your reach as they’ll promote your videos. But remember, you’ll need to get a distributor first.
Don’t be discouraged by your view count. Artists sometimes struggle to get views on their YouTube channel, even if their videos have had success on others.
Each month we’ll be bringing you another exclusive session down at Red Bull Studios. Join us on Tuesday 16 May when we’ll be hosting ‘Live: Getting A Gig’, discussing what it takes to get booked by promoters, venues and festivals or even create your own event.
Words: Verbal Vixen