About a month ago YouTube launched what is called ”YouTube for Artists”. A set of insights and tools to help you share your music, engage your fans, and build a career. Something they call a guide to their resources that includes tips about how to get discovered, how to engage fans, and how to generate revenue and much more.
If you are new to YouTube or have just started releasing your own videos there is a lot to be learned here. There isn’t much for the people who already are into the game, but I bet that few artists have ever put their ISRC-codes (digital tracking-ID for songs) into the metadata fields, used cards or remember the value of having an official audio uploaded.
There are also guides for the analytics – a tool I know a lot of artists have a hard time figuring out. They are even announcing a new tool to show where your fans are living. Something that is a great tool, but only really if you have a rather large audience.
And that’s the thing with this guide and the award show, the new Billboard chart, the award show and the radio stations – it is only really relevant to somewhat major artists. Sure you can find some good tips, though not any you couldn’t find anywhere else. And it is positive to see YouTube put more focus on music and concerts. However it would have been nice with more in depth about the metadata and the algorithm. Especially when they have a section called “Understanding the algorithm” with absolutely no tips for anyone.
If you are new to YouTube or have never bothered to learn about it you can find a lot of interesting tips and tools. If not, move along, nothing to see here…
In other interesting news though, Tiger – the worldwide variety chain store – has just landed their biggest name yet on their label Tiger Music: Vinnie Who.
Tiger have been releasing music for many years, but that is not the interesting part here, even though they have recently also begun releasing vinyls as well. Until now they have mostly released minor quirkier artists, children’s music and jazz. They have had Benjamin Koppel for a long time. Vinnie Who is a somewhat “bigger” name and his album is released in co-operation with another label, Fake Diamond. And this is where it starts to get interesting. Apparently Jacob Kampp Berliner, the CEO of Fake Diamond really liked their approach to selling music. And it does differ a bit from the mainstream thought about selling music.
Tiger’s concept is that they sell a lot of stuff very cheap, but sell enough of it to make a profit. And they have taken that concept and put it into music. See, usually it is impossible to get most major labels to release CD’s for less than 150,-, some do it for around 100,-, which is still a lot relative to the production costs and the price for a download. All studies say that you sell a lot more when the price is lower, but there is a limit in a regular music store before the costumer starts getting the idea that the reason it is cheap is because it is not any good. On my label (Idiotsikker Records red.) we have always had the philosophy to sell our products as cheap as possible. Not everyone is happy about that. For Tiger on the other hand, who only sell a few different CD’s and vinyl a cheap price is important to get the costumer, who often might not even know the artist, to buy it. So they have priced the CD’s at 30,- and vinyls at 50,-. A great idea and they have pressed and are expecting to sell 20.000 CD’s and 10.000 vinyls in 25 different countries. Only problem is; no matter how many they sell they won’t be in the sales charts due to a restriction on prices. No matter what, I love the idea! I have even earlier tried to convince other artists to release through Tiger Music. So respect to Fake Diamond for finally getting into this “new” idea of more for less.
It is always nice with new models for a changed music business where artists have to compete with free streaming services and try not to get overlooked in the crowd. Some do it with special deluxe versions, through crowdfunding, music on USB-sticks, selling albums as t-shirts and much more. But this is back to the basics and changing the business model – although no Danish underground artists would ever be able to sell a self released vinyl at that price without losing some money even if they do sell them all.