The cover story of the latest UK issue of Wired Magazine entitled "Talent Tube," covers the emerging YouTube stars who are building their own "TV channels," full of their own generated content...and folks...they are killing it.
I've been telling people for years (especially when they negotiate deals with actual TV networks) that terrestrial TV is dead, it just doesn't know it yet. This article has some great insight into what's actually going on right under the noses of media execs who are more concerned with protecting copyright than the fact that their marketplace is eroding right from beneath their feet.
One particular sidebar in the piece is titled " How To Create Your Own Successful YouTube Channel." There's advice that I've been giving "old skool" folks for years that the youth of today already get. Many of today's and yesterday's biggest artists could learn a thing or two from this article, and there are four items in particular that I can't stress enough...here's my take on them.
#1 Be Authentic - If you treat what your doing as if it is marketing, it comes off as marketing. Fans want the authentic you or the image that they fell in love with. Anything other than authenticity turns people off and they will not only lose interest in you, but in anything you have to say...that includes your music. Find a dialogue, not a slogan.
#2 Be Patient - It takes time to build or locate your audience, so don't look for instant and short term results. I've been in countless meetings with people who toss the word "viral" around as if it were as easy to obtain as writing a check. Building something that lasts takes some time, but it will help sustain you down the long path of your career.
#4 Interact - Don't like dealing with people? You are in the wrong business. We're in an age of artist and patron, and from now on your patrons are your lifeblood. I'm not saying you have to have coffee with all 50,000 Twitter followers, but you have to realize that your success is dependent on your relationship with your patrons and they have a vested interest in seeing you succeed. Don't forget their contributions and pay some of that back as well as forward.
#6 See The Bigger Picture - The world of music no longer revolves around, "I make music, you buy it." Look at the long path ahead and see where your goals lie for you as an artist. Taking the long road into consideration will help you make good business decisions around your art, and enable you to keep making it.
Excellent planning, innovative ideas, lasting relationships. This is our approach.