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on tonight in the city. So just by putting your journal or show dates or
advertisements and songs up there, you’re simply going to get a lot more
exposure than people just randomly checking your web site. People spend
more time on it than anywhere else. I guess credit to Tom there, for setting
it up in such a way that makes it so addictive!”
This article originally appeared in Disc Makers’ Fast Forw a rd monthly en
e w s l e t t e r. Visit www.discmakers.com/music/ffwd to get a free subscription.
BRINGING YOUR MUSIC TO LIFE ON YOUTUBE
by Daylle Deanna Schwartz, author of “The Real Deal”
© 2008 All Rights Reserved. Used By Permission
♦
Yo u Tube is a community that allows people to watch and share original
videos on the Internet. With a camera and creativity, you can post a video
on Yo u Tube that can get people excited about your music. Jennifer
Nielson, marketing manager at Yo u Tube, says, “People have the
opportunity to upload and share videos with people around the world and
connect with a new audience.” Like MySpace, the competition for
attention is fierce. But if you have great music and can make an interesting
video, it’s worth taking advantage of this expanding promotional tool.
In November, the winners of Yo u Tu b e ’s Underground music video
contest were announced on Good Morning America. Four bands (Ostrich
Head, Maldroid, Greenland and Pawnshop Roses) with limited media
coverage were put in the spotlight of a national T V s h o w. All felt hopeful
that exposure on Yo u Tube will help them get a lot further. You too can take
advantage of Yo u Tube. With creativity and hard work, you can maximize
opportunities for getting your music to more fans.
Why Do a Video?
Because you can! Yo u Tube gives you tools and a site to post and promote
a video. Ryan Divine of Maldroid says, “Musicians now have the capacity
to get themselves out there without anybody’s help.” And it’s FREE! T h e
price is the work you put into it. Calmentz of Ostrich Head adds, “It’s the
easiest way for a humongous audience to see our video and get exposure to
the entire world fast.” A video gives you a platform for your music that can
reach people around the world.
What Makes a Video Appealing?
It should be interesting and catch the viewer’s eyes with your concept, look
or performance. Nielson says, “Videos that make you laugh out loud or that
are bizarre or simply brilliant get the most attention on Yo u Tube. There is
no real formula for a video to go viral, but original content and opinions
are popular, as well as videos that express emotion and tell it like it is.”
Before doing a video, visit and look at the ones that are most popular to get
ideas. The Channels area of the site has the most popular content and users
with the largest audiences.
What Was Special About the Winners of the Contest?
Ostrich Head (Most Creative) made their video colorful and exciting, with
a freak shows concept that alternates characters between normal and
f r e a k y. Maldroid (Best Video) used animation as a hook. Divine did it
himself. Patrick Rickelton of Greenland (Best Song) says that the
exuberance in their song and video makes people happy to watch it.
Pawnshop Roses (Best Live Performance) filmed an edgy performance
video.
Can You Make a Low-Budget Video?
Think creatively! Low budget doesn’t mean poor quality. Kevin Bentley of
Pawnshop Roses warns, “If you want to represent your band on Yo u Tu b e ,
have something good. Don’t just put anything on there.” Film something
professional looking that’s worthy of your music. Nielson advises, “Yo u
d o n ’t need a slick and expensive music video to have success on Yo u Tu b e .
All you need is a little creativity and a camera to create something truly
original.” Michael Green of Greenland says they made their video with a
small, borrowed camcorder, adding, “You need time and creativity. We
definitely put in the work.”
Can You Make a Video Without Experience?
Learn! Divine encourages, “I learned as I went. If you’re willing to put the
work in - it’s very time consuming - you can learn how to put a video
t o g e t h e r. Take the time to learn how to do it right. You don’t need a budget
but you have to make it something desirable.” Try to find someone to help
if you have no experience. Post a notice in colleges that you’re looking for
someone to film your video. There are enough resources available to get a
video done if you look. A video can be worth the effort of learning how to
do it. Tres Crow of Greenland adds, “If people see a good video, they pay
attention and think the band has something if they could put it together. ”
You don’t need a big budget to get creative and work hard!
How Can You Promote a Video?
Let everyone know about it with emails and announcements at gigs.
Encourage fans to forward it. Rickelton warns that people rarely find you
a c c i d e n t a l l y, as there are so many. “You’ve got to tell them where it is and
promote it as much as you can.” Nielson recommends becoming part of the
Yo u Tube community to better understand what’s happening on the site.
You can watch videos, subscribe to your favorite channels, participate in
discussions and upload content. She adds, “This is the best way to become
a part of the community and help yourself rise up.” Like with MySpace,
you can go to videos for musicians in your genre that have a lot of
comments and invite people who might enjoy yours to view it, one at a
time.
Making Use of Your Video
Yo u Tube has become a live calling card. When you’re booking gigs, send
promoters to your video so they can see you in action. Calmentz
recommends, “Instead of handing out DVDs to everyone, send them to
Yo u Tube.” You can also embed the video on your MySpace page so
friends can put links on their own pages. Make sure to include contact info
so you’re easy to reach. If you get a camera and are super creative, you can
post a video on Yo u Tube that gets people excited about your music.
h t t p : / / w w w.youtube.com Nielson advises, “Just get on the site and start
creating videos that express your creativity and personality. You never
know what will become a viral hit.” Why not yours?
Ostrich Head (Calmentz aka Zach Arnet, Nowonder aka Steve Montez,
Loreaxe aka Jaime Jorn, Mess E Recspin aka James Morgan, Say W h a t
aka Lyndsay Haldorson) http://www. y o u t u b e . c o m / w a t c h ? v = f G m -
gwHwgcQ
Maldroid (Rasmus, Ryan Divine, I.Q., Todd Brown, Cpt. Sean Shippley)
h t t p : / / w w w.youtube.com/watch?v=FHGvh3i35Uk
Greenland: (Tres Crow, Matt Goetz, Michael Green, Evan James, Patrick
Rickelton) http://www.youtube.com/watch?v=2P9EonMpzlM
Pawnshop Roses: (Paul Keen, Kevin Bentley, Justin Monteleone a.k.a
Blaze, Rich “Figgs” Fogg)
h t t p : / / w w w.youtube.com/watch?v=5Gx6CGvDj74
Daylle Deanna Schwartz www.daylle.com is best-selling author of 8 books,
including I Don’t Need a Record Deal! Your Survival Guide for the Indie
Music Revolution and Start & Run Your Own Record Label (Billboard
Books). She does phone coaching/consulting for musicians and re c o rd
labels, presents seminars, and publishes 2 free newsletters (music industry
and self-empowerment). To subscribe send your name and city/state to
daylle@daylle.com