Let your music shine, YouTube provides a creator stage and more resources
Yinglan Lin (fifth from left), associate strategic partner of YouTube Greater China, and many music YouTube creators
This article is reprinted from Google Taiwan Official Blog. The author is Isabel Lin, YouTube Greater China Strategic Partner Associate Manager. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.
[Why we reprint this article] YouTube has become the second largest search platform in the world after Google; and when people think of finding songs, the first thing that comes to mind is usually YouTube rather than Google. In addition to providing a free platform that allows potential musicians to have equal opportunities to shine, YouTube also has additional resources to help passionate music creators. Remember to take advantage of it.
In the past, people with music dreams had to recommend themselves to record companies, participate in auditions, etc. in order to make their musical talents visible to the public. After entering the audio-visual era, YouTube has observed that in addition to musicians who focus on music content and then become singers, there are also creators who deal with diverse audio-visual content and have branched out into the music field and achieved very good results. Before introducing these outstanding creators and musicians, let us first understand the reasons why YouTube will become a stage that helps musicians shine.
YouTube is the first place for users to find music content
There are diverse music contents on YouTube from record companies, publishers, and individual creators from various countries. Therefore, when users want to listen to music or find specific music, YouTube is often the first choice for users.
According to the “2016 Consumer Internet Music Survey Report” released by the IFPI International Federation, 82% of users stated that they visit YouTube to listen to music. Of the three channels in Taiwan with more than 2 million members, two are record companies. It can be seen that many users, both around the world and in Taiwan, are accustomed to looking for music content through YouTube.
In addition, the fact that YouTube is not restricted by geography or time also promotes the rich Chinese music content on YouTube to reach global audiences, making YouTube an important channel for global audiences to understand Chinese music.
For example, according to the music data analysis data of YouTube Musician Creation Center, from the beginning of 2017 to July of this year (2018), Taiwan’s most viewed singer [Jay Chou] (https://www.youtube.com/channel/UCKUlsqazP-4QmxdEt UPlxOA), and the equally popular Zhou Xingzhe, nearly half of the total views on YouTube come from overseas countries such as Malaysia, the United States, and Australia. Similarly, Malaysian singer-songwriter [Huang Mingzhi] (https://www.youtube.com/user/namewee), who started his career on YouTube, also spreads his music widely through YouTube, reaching audiences all over the world.
Features such as helping music content reach more audiences and allowing everyone to share audio and video content on the platform make YouTube a stage for musicians or people with music dreams to express their ambitions.
Help amateur creators with music dreams to shine
On YouTube, many musicians share their music creations through operating channels, allowing their talent and enthusiasm to be heard by more people, and then they can become singers. For example, 九一一, who launched a single on YouTube that caused heated discussions and later made his official debut, and who became an online singer after attracting attention with the Chinese version of “See you again” J.Sheon. There are even creators who deal with diversified audio and video content. After accumulating popularity, they entered the field of music and achieved very good results.
For example, the MV launched by [Saint Stone] (https://www.youtube.com/channel/UCIdhd_1spj49unBWx1fjS2A), which operates a lifestyle channel, not only has an average of over 10 million views, but the single “[Really Don’t Want to Talk] (https://youtu.be/fWuq67-VSTM)” has also occupied KTV Hot song rankings; “SWAG Nap” by Stranger so far It has accumulated more than two million views and has become a popular new song on KTV; [Cai Aga] (https://www.youtube.com/user/kyoko38), the first creator to exceed one million subscriptions, has also released a number of music singles, each with an average of more than one million views, successfully entering the music field. From these examples, we can see that anyone with a musical dream will have the opportunity to shine in the world of music as long as they are willing to express themselves.
In addition to providing a platform for creators to perform, YouTube also continues to help creators grow through online and offline resources.
- YouTube continues to help creators grow through online and offline resources:
For music creators who have established channels on YouTube, the [YouTube Musician Creation Center] (https://artists.youtube.com/resources/?hl=zh-TW) helps creators understand how to use different tools and resources through a staged approach. The [YouTube Creator Academy] (https://creatoracademy.youtube.com/page/browse) also provides a variety of online music channel management resources to help creators take their music careers to the next level. For example, in “Use YouTube to Expand Your Music Career Territory” it is mentioned that creators can see where their fans come from from the background data, which can be used as an important basis for future tours or thinking about new works, and they can strategically operate channels and even develop global layouts.
- Provide creators with more resources and stages through physical activities:
In Taiwan, YouTube often holds events from time to time to help creators. For example, the YouTube pop-up studio held in Huashan last year, with the theme of “music”, provides high-standard equipment and resources to help creators create more exquisite audio-visual content and inspire more new inspirations. This year we also brought YouTube FanFest to Taiwan for the first time, providing a stage for creators to perform and allowing fans to experience the charm of YouTube creators’ live performances up close.
More and more amateur creators who are passionate about music are sharing their talents through YouTube
Although the types of creator channels in Taiwan are becoming more and more diversified, music-type channel content has still developed steadily and firmly occupied a place among many channel types. From the creator channels with more than 100,000 subscriptions, we can see that on average 1 out of every 8 channels is a music channel. Among these channels, whether it is the familiar guitar music teaching channel “Uncle Ma”, which is composed of many popular creators, it has broken through in less than half a year. 100,000 subscriptions to “July and a half SevenFat”, he is also a young music talent who has launched many concert tours “Wang Dingzhong Dean Wang” and other channels are becoming increasingly mature.
In addition, recently we have also seen more and more diverse music genre channels appearing on YouTube, spanning instrumental performances, covers, and even acapella acapella, including the channel of the same name “[Wu Haiwen] (https://www.youtube.com/user/GuitarsOnAir)” run by a musical talent with a beautiful voice and strong personal style, and “It’s”, an amateur creative female voice who is gradually moving towards her dream of becoming a singer. Dena”, the “pure music” creative channel “SLS Music” composed of young musicians, and the band and channel that strives to make Acapella from a niche to the public “Missing Notice The Wanted”.
In addition to bringing moving music to the audience through their channels, these creators have also proven through their own examples that anyone with a music dream can have the opportunity to gradually move towards their dream as long as they are willing to express themselves, allowing their talent to be discovered, discussed, and even become a singer.
★ Photo Credit: Google Taiwan
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