This is precisely what I was saying to someone earlier. I feel like we're maybe coming to a point where the music industry needs to move from 'follow' mode back into 'lead', working to draw fans to platforms that are fundamentally more rewarding for all involved.
Great perspective. I think it's also interesting to think about the (lack of) control one has over a platform and how likely it might be to change - potentially disrupting a key part of our reach. A large following might suddenly be much less useful if an algorithm changes.
Oh 100%. I still recall artists panicking when Facebook pivoted towards video and suddenly all their photo posts were getting diminished reach. That was about 10 years ago and was a foment of things to come if ever there was one!
I think the reach / return axes can actually be seen as a funnel. Getting yourself ‘disovered’ has low return at top of funnel, but when those people get further down the tunnel, they will deliver higher return.
The unique advantage YouTube has is that it caters to the whole funnel.
Great stuff. On the subject of platforms building rails for better profit outcomes for artists - Supercollector! :)
I think the two camps of "I'm a fan of everything you are doing currently" and "this song changed my life" are interesting nuances to consider with where the motivation is and long term reward/culture we want to end up with.
And ironically if more artists/teams focused on YouTube, it might even put pressure on other platforms to reconsider their model.
This is precisely what I was saying to someone earlier. I feel like we're maybe coming to a point where the music industry needs to move from 'follow' mode back into 'lead', working to draw fans to platforms that are fundamentally more rewarding for all involved.
Epic read, thank you for this.
So many arrows from different sources pointing to You Tube as the best place to build audience right now.
Great perspective. I think it's also interesting to think about the (lack of) control one has over a platform and how likely it might be to change - potentially disrupting a key part of our reach. A large following might suddenly be much less useful if an algorithm changes.
Oh 100%. I still recall artists panicking when Facebook pivoted towards video and suddenly all their photo posts were getting diminished reach. That was about 10 years ago and was a foment of things to come if ever there was one!
I think the reach / return axes can actually be seen as a funnel. Getting yourself ‘disovered’ has low return at top of funnel, but when those people get further down the tunnel, they will deliver higher return.
The unique advantage YouTube has is that it caters to the whole funnel.
Great thoughts!
Totally agree!
Great stuff. On the subject of platforms building rails for better profit outcomes for artists - Supercollector! :)
I think the two camps of "I'm a fan of everything you are doing currently" and "this song changed my life" are interesting nuances to consider with where the motivation is and long term reward/culture we want to end up with.