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New era: YouTube = your own TV channel
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Think of content as programming !
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Not programming for an album/EP cycle, but a 12-month content cycle
Content objectives: • discovery • revenue • cross-promotion • up-selling / creating a D2C sales hub • artist creativity • fan relationships
!Cost and complexity:
• what you can ask your fans to do for you, • what you can do for yourself, • where you can spend money effectively on
creating content.
!Content genres
• documentary: self-shooting, artist POV mobile footage, interviews / pieces to camera
• live: gigs / rehearsal footage • promo: lyric videos and full blown promos
Checklist of content types • Official music videos / release videos • Audio uploads of music with a static visual (aka ‘art videos’) • Live performances • Lyric videos • Behind the scenes (which could be anything from a ‘day in the life
of’ to a tour video diary or the making of your latest music video) • Covers • Breaking news announcements (e.g. a new album/single/tour, or a
big milestone) • Tutorials • Interviews including fan led • Video press kits promoting your latest album/single/tour • Playlists • Fan-generated videos • Competitions • Google+ Hangouts on Air • Live-streaming (archivable streaming may be necessary across
different timezones) • Episodic events
https://www.youtube.com/watch?v=QuCP2fnK9Hs&list=PL_L7BaVpHIdOK0O_mXo7kznYTBFp3dkLZ&index=11