YouTube, the world’s second most visited website after Google, is a video-sharing online platform. It was founded in 2005, with the “Me at the Zoo” video as its first officially published content. Currently, the platform has around 2 billion users. To put things in perspective, the platform was home to 1.2 billion users before the pandemic. However, in less than a year, the platform achieved epic success.
The very well-known song Despacito by Luis Fonsi and Daddy Yankee has over 6 billion views, making it the most viewed video on the platform, followed by Baby shark (5.4 billion views) and Ed Sheeran’s Shape of you (4.7 billion views).
That is enough warm-up! Now let us dive into the juicy part…..
Without a doubt, the platform has impacted the modern world by revolutionizing the entertainment industry. For instance, before YouTube, artists used to share their work across radio and television making it harder to be shared among communities.
The platform has also given the chance for many aspiring artists to pave the way to their musical journey. An example of this is the very famous pop artist Justin Bieber. Justin’s talent was discovered on YouTube by his current manager, Scooter Braun. The platform similarly helped other artists to voice their talent to the world, such as Shawn Mendes, The Weeknd, Ed Sheeran, and Tori Kelly.
Thus, YouTube is a perfect hub for potential Brauns to discover talents and eventually help artists reach major success.
A survey was conducted by RBB Economics on 15,000 people to assess the role and impact of YouTube in the music industry. People were asked about what their reaction would be if YouTube removed all the music content from its website, and their response was that they would probably divert to pirating. Hence, both YouTube and Music need each other just like plants need water.
YouTube made a statement claiming that its role is not only limited to hosting creators’ work but to also fulfill a promotional role.
The platform has also surpassed the geographic location of artists. For instance, in 2019, the most viewed music videos were from Latin artists. This has helped several artists get significant exposure globally.
There are two opposite views towards YouTube’s impact: those who believe that YouTube is not paying what it should be paying to artists, and those who believe that the platform is a great tool for success.
Hannah Trigwell, the English singer-songwriter, believes that YouTube is a gold mining place for finding opportunities like touring, receiving feedback from the audience, promoting merch, and so forth.
Just like anything, YouTube has had some downfalls as well. The site is becoming largely saturated by different talents making it harder to cut through the noise, be seen, and admired. Thus, it is essential to have outstanding creative work that will make you stand out from the crowd.
YouTube has a dynamic audience base, and if utilized correctly, it can lead to exposure and possibly increase profit. The takeaway from all this is to focus on engaging with your audience very often through constantly posting. Also, consider using the relevant keywords in the description section and be sure to share the videos across social media platforms. Finally, do not forget to be patient because success does not happen overnight.
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