Tag Archives: YouTube

The benefits of short form video

The music video has been a staple of the music industry since the early 1980’s. With the rise of MTV, we saw artists from Duran Duran to Madonna start to pay a great deal of attention to crafting elaborate, eye-catching gems, that in some cases catapulted artists to global fame in an instant. With the advent of the digital revolution came the further evolution of the music video. With content sharing platforms like YouTube and Vimeo, artists are able to have a no holds barred policy on video creation, from giving their fans mini movies that can sometimes be 20 minutes long, to little teaser videos.

However, as Quite Great has noticed, today fans are after something more intimate, something that has individuality yet doesn’t overshadow the music itself. Many big stars don’t seem to understand this, but for many indie artists out there today, they are acutely aware that fans just want something aesthetically pleasing, but nothing too over the top that devalues the power of the song. That is why short-form video is an indie artist’s best friend, and moreover it’s where they are leading the way, compared to the big music industry establishment, who are finding it hard to understand.

A double bass being played

Leading where others are failing

In her article for Midem Blog, Claire Mas writes: “Short-form video continues to grow in importance and the music industry is still struggling to effectively tap into this trend. I continue to badger artists, managers and agents to use short-form video for any announcement: whether it is an album release (with a teaser video), a tour (with an artist shouting out about it) or a music video (using a cut down 20 seconds version for socials). An interesting development in this space is that Facebook may become much more than just the largest marketing funnel, but actually a potential video destination (with their new video search platform) and source of income (the launch of their Rights Manager must mean monetisation is imminent).”

With a number of short-form video additions to the myriad social media sites and other platforms out there, now is the time for artists to take the bull by the horns and continue galvanising this tool. Marketed correctly, your presence online will explode. On specific musicians that have seen the potential in this new and exciting medium, the Icelandic rock band Sigur Ros showed everyone how it’s done. Anish Patel, writing on the storytelling aspects of short-form video, in Venture Beat, mentioned how Instagram’s new Periscope-style video feature, that allows users to view a curated collection of video clips from major events, captured the interest of the band, resulting in an innovative curated video. “Sigur Rós took advantage of this” he writes “by launching an “ever-evolving” video, which collated their fans’ Instagram photos and videos for a continually updated music video. Fans simply tag their content with a designated hashtag to join in and their content gets added to the video. This interactive concept could be duplicated by any brand with a large following, continuously updated, and then shared on Instagram with a branded hashtag.”

With such a vast variety of video making tools, that range from free to costing just a few pounds, there really has been no better time for artists to just go forth and create, becoming short-form video masters. Furthermore, with the big honchos of the music industry lagging behind, it’s time for indie artists to take the baton and launch a new movement where both artists and fans can benefit exponentially.

Images by freeimages.com/Marcel Hol & freeimages.com/Vyvyan Black

How to gain more fans

If you’re an upcoming music artist, you desperately want to reach as many people as you possibly can. Even though we’re living in an age where the universe is at our fingertips, thanks to the digital revolution, universal access to every kind of music can be a double-edged sword.

For artists, it can prove more difficult than ever to build a successful fan base. The internet, as in the physical world, is over saturated with creatives all vying for attention. With so many artists clamouring for a performance spot, it can feel like one giant hurdle after another. It’s therefore vital that you take full advantage of the technological means available to you in order to maximise your reach and impact. Thankfully, the best – and most simple – ways to gain more fans involve managing your efforts in a twofold manner, comprising both an online and “real world” strategy.

Here are a few ideas to get started with.

Creating an online buzz

From Twitter to YouTube, galvanising all that social media has to offer is the way forward if you want to gain those much desired online fans. The way in which you approach these is therefore crucial.

For a musician, the first port of call is YouTube, argues Marcus Taylor in his post 7 Ways to Double Your Fan Base for musicthinktank.com. “Increasing the rate and quality of producing music videos – or video content – can be a powerful way of exponentially growing your fan base, because as the number of videos on your YouTube page cumulates, the results begin to compound.” He writes further “This is how many ‘YouTube celebrities’ have made their fame – by producing good quality video content frequently until they hit a tipping point where they have so many videos that they’re getting 100,000s views every day. You can use services like TubeMogul to distribute your videos to a larger network of video hosting sites, as well as use their pre-roll advertising options, which I’ve found to be very effective. There are also music specific platforms for building loyalty with your fans via video or live streaming. My favourite of the bunch being Stageit.”

With YouTube as your base of operations and the rest splintering off from that, essentially it’s quality content that will tempt potential fans most of all – whether it’s music videos or a video diary. In turn, these can be posted to your Twitter and Facebook profiles. Once you’ve built up a satisfactory number of followers, you can begin offering special incentives to keep them entertained, like the opportunity for fans to have their own private gig and specially signed merchandise.

Dotted Music Blog gives some further useful tips on digitally marketing yourself.

A band in action

Furthering your real world strategy

Doing as many gigs for as many people as possible is always the foundation stone for a successful real world strategy. John Hess writes that collaborations are also a fine way to widen your appeal. “Collaborate with other artists and bands in your local area. Rather than thinking about all other musicians in your area as “competitors” (for the attention of your music fans), you can cooperate with one or more bands in a style similar to yours to attract many more fans to see and hear your music.”

“One way to do this is to arrange for you and one or more bands to perform at a certain venue and organise a joint effort to bring in as many fans by each band as possible. In addition to helping you to build a much better relationship with the venue owner (due to packing a much bigger audience into the club), you get a chance to essentially “advertise” yourself to the fan base of another band (and vice versa). This idea is extremely simple and obvious, but surprisingly a lot of bands do not consciously implement it.”

Another good idea is to set up gigs in unusual locations. Take some inspiration from pop-up restaurants, who often set up shop for the day in unconventional places such as launderettes and bus stations. A few alternative location gigs would get local press interested and may even lead to a local TV news spot.

There are of course many more ways to market yourself. Quite Great have put together a superb infographic which breaks down good music PR, so take a look for some extra tips.

Images by Freeimages.com/Philipp Hafele and FreeImages.com/Tom Cale

Should Google be doing more to fight music piracy?

It’s the “crime” that many music lovers are willing to commit if it means they can own their favourite tracks for free. However, experts at the IFPI claim the search engine giant has been ineffective and “could do so much more” to stop illegal music downloading.

The body’s statement came after its annual review of the industry showed a 3.9 per cent decrease in global recorded record sales in 2013, compared to the previous year. The fall came despite a huge increase in the amount of money consumers spent on music streaming.

Continue reading Should Google be doing more to fight music piracy?

Should we bring theatre back to the music industry?

When Lady Gaga brought a so-called “vomit artist” on stage during a performance, she faced a backlash that led to her going onto the Today show to defend herself. And when Miley Cyrus gyrated around the stage in nothing but a flesh-hued PVC bikini, she was roundly vilified.

Does the music industry actually need more of these larger-than-life stars with their larger than-life performances?

Continue reading Should we bring theatre back to the music industry?

Cheap PR Campaign for Unsigned Bands

Do they exist ?? Because we offer an integrated release system encompassing radio, online , print etc., Quite Great gets approached by around three bands a day looking to release music in the UK. It is really important when deciding on how to release your music that a band or an artist does understand that the recording of the music – whether using a friend to produce or a world renowned producer – will still mean someone has to promote your music. So what do you do? Why not Google ‘cheap music promotion’ or the ‘cheap music pr’ option? Generally that means paying £250 to £400 for someone to use their well structured mail chimp or similar mailing list, then filling in the dots similar to taking a survey, but does this get you anywhere?

Often we are told that companies offer a three month period for this but most of the time what looks like something that is too good to be true is too good to be true! At Quite Great we edit many blogs and websites, helping to create the news and giving us a platform to build a real structure for future releases. We are sent many releases aiming primarily it seems to make sure a video link is clicked, so if nothing else more views may be registered on a band’s YouTube. But this is not a way to build profile. This is a way to show a band or an artist that something has been done whilst making them feel they are being promoted.

In order to run an efficient PR company you need to staff it a coordinated release and not continually outsource, so being thrifty and thinking that promotion for under £400 is what you need may not always be the best way forward. Always compare services like for like. Make sure if you are trying to find a company that offers all the services you need to release your music, then you are actually getting this. But be prepared to spend more money and make the most of the bigger team and acting as your own label boss. That is why we created the DIY label service via www.quitegreatmusicmarketinguk.com to give artists independence and control they deserve.

So once you have found a company and understand if your band is going to be given a rounded promotional campaign featuring online, press and radio you need to make sure you have a good relationship with the team who you are working with. We have at least ten Skype meetings a week, along with providing weekly updates so everyone knows what is going on. We discuss the positives and the negatives and work around them to build the foundations for a career which ultimately is what your band or you as an artist really needs.

PR Campaigns for Unsigned musicians