YouTube has always been a key platform for musicians and the promotion of musical talent on the Internet. Amid growing competition from other giant companies like Spotify, Apple Music, and Amazon Music, YouTube has decided to improve its game and enter the music streaming industry.
What does this mean for artists and what new opportunities can they take from the new platform?
What is YouTube Music?
YouTube Music is a streaming platform that gives access to the official audio and videos of songs in one place. The service debuted in late 2015, but was turned down by users with negative experiences due to bugs and missing features that gave its top-performing competitors an initial bad taste.
The project was relaunched in May 2018 and since then Alphabet, the parent company of YouTube, has continued to update and refine the service. In 2021, the number of YouTube Music and Premium users rose to 50 million. While that seems like an insignificant number compared to Spotify’s 165 million paying users, it’s important to note that in 2020 there were only 20 million users.
Music Marketing on YouTube
According to a survey in Statista, it was found that 68% of the total US population had used the video portal to watch music videos or listen to music. For this reason, Alphabet upped their game when they realized that their most watched music-related videos were picked up by other big players like Amazon, Spotify, SoundCloud, and Apple.
Now comes the question, how can artists use the platform to promote their music?
Grow your channel as an artist
This is where we use the good marketing strategies and the features of YouTube come in. All the growth of a genre comes down to how anyone can market their work in a competitive market with thousands of talented musicians.
YouTube Music has the same algorithm as YouTube itself, where likes and dislikes can influence the algorithm of users’ search habits. Videos hated in a specific niche would show up less often or could be completely excluded from someone’s playlist.
In order to see what people want to listen to the most, a quick Google Trends search can help identify the most popular genre or style over different weeks or months in specific regions of the world.
However, a more specific tool that is recommended is Google’s keyword planner which can help identify catchy titles, or descriptions for your music content and help identify people’s tastes. Musical artists trying to make a name for themselves can use these marketing tools to find their audience on YouTube Music.
Finally, it is also important to keep an eye on the competitors and the titles or names they give to their music. This can help in two ways. One is to find inspiration and on the other hand to try to copy their style (not their words). Titles should not exceed the 60 character limit.
Why upload to YouTube’s music streaming platform?
When combined with other music streaming platforms, Youtube videos always score more views per month than all other streaming services combined! 46% of music streaming is due to YouTube, while 45% is due to the combination of streams from other paid and free audio streaming services. Musical artists who have pushed their content to various platforms have the chance to use YouTube’s growing audience hungry for entertainment.
How much can artists earn from YouTube Music advertising revenue?
Another fun fact that makes the platform even more attractive is its payout. YouTube musicians can earn up to $ 0.00676 per feed, which is slightly higher compared to ad revenue from Spotify or Amazon Music. However, some argue that this is heavily influenced by demographics, ad type, and user behavior.
But the fact remains that musicians who receive tens of thousands of streamers each month can build up a noticeable passive income stream that can further aid their music careers.
Final remarks for artists
YouTube Music is one of the newest streaming platforms for musicians to upload their content and make a name for themselves. However, its characteristics are somewhat similar to those of its competitors. What sets it apart is YouTube as a video sharing platform loved by billions of people. Since music is a big part of these videos, music artists can tap into this huge market and upload their work by following the right marketing strategies to meet the needs of streamers.