Hey all my Creative Hustlers!
As promised here are my cliff notes from this year's Music Matters Conference here in Singapore. 3 days of panels, discussions and networking and I've rounded it down to these key take aways from the conference:
1. Music Conferences are for BUSINESS: Music Conferences in Asia are for business between companies. There are of course bookers, independent labels and generally cool people in the mix. Don't overlook these people while gunning for the big boys - often the little guys have connections are much more willing to take time to find out what you really are all about. The best thing to come out of a music conference is a real relationship, with no hidden agendas.
2. Diversify your medium of art. I listened to how Steve Lilly White, producer to U2, Rolling Stones and other mega-bands, is now stationed in Jakarta creating and orchestrating distribution of music for KFC. Kentucky Fried Chicken in Indonesia moves 500,000 units of CDs a month. While most are still watching "The Voice" dreaming of Prince Charming - your carriage to the ball might not have arrived, but selling many pumpkins might make you a shitload more money and still let you express your art & music.
3. Licensing and Publishing is still where the Chiney Money's at. I discovered this new company called songtradr that is set up to be a 1 stop shop for "music rights and content management, connected to a global marketplace, simplifying the transaction process and making it easy to license, acquire and sell music rights." Sounds great with passionate founders...haven't given it a try yet. Check out songtradr
4. Listen to the guy from Youtube. I found the most insightful talk of the whole conference came from Kittipetch Pingkarawat, Manager of Music Content Partnerships in SEA. The man went mile a minute with so much juicy information to get through and was convincing enough to get me to revive my Youtube Channel (Please click subscribe to support #CHINEYMONEYTV) I took meticulous notes during this panel, which you have look over after the jump. It's quite long and detailed but when you're making $40K a month through Youtube clicks, send me a fan video of you singing "Chiney Money Errrday!"
Happy Hustling everyone! Was this useful? Please leave a comment below so I can continue improving my blogs & advice.
Thumbnails: when uploading videos, take time to choose which thumbnail is best? Many people are looking at thumbnail previews on their mobile devices so imagine the image smaller
Titles: Take note of how you title your content, for example "Official Music Video" vs. a VLOG, behind the scenes, vlogs and official music videos)
Descriptions for your content can be: 1. Personal 2. Promotional
Translated Metadata: Consider Youtube analytics and see what countries are your videos being viewed on. From there consider translating titles according to the country where the most people are viewing.
Metadata off youtube: Consider your metadata off Youtube, for example: Have you updated your Wikipedia page?
Curated Playlist: The more playlists you create the more views you can get. You can title anything on a playlist for example: Mother’s Day (search terms will appear to youtube). Don’t be afraid to pull in other peoples content on the playlist ie. my song was inspired by… hustle advice list etc.
Share your playlists, don’t just leave them on youtube alone using Infocard for promotions.
Annotations, End cards & Featured Content
Annotations that link to other videos, playlists and channels, link to your website, they only work on desktop not mobile. (ie. Moones)
Infocards: allows you to link to different places, works on both desktop and mobile, up to 5 infocards, polls can be done on info cards. ie. David Guetta included info cards that linked to German version, audience feed back poll, the more info cards you put the more the potential you’ll get more subscribers and views.
Videos that promote Merchandise, tickets, downloads can link to google play / iTunes, t-shirts and CDs. ie. Tom Rosenthal selling his album on youtube, insert info cards, people come to youtube to decide to buy something. Don’t create a card that just says “BUY” or “on sale now” be creative.
Create a Publishing Schedule
- ie. Jacob Collier, in my room created a video saying every single month he would have a new song released on youtube planning monthly releases, Poppy Consistent Formats .
- Aim for 1 video every 2 weeks and maintaining consistency.
- Avoid bulk publishing many videos all at once.
- Define a clear schedule and communicate it to fans then, maintain publishing frequency throughout the year.
- Producing consistent and distinct formats enables the channel to build a repeat audience and increases subscriber activity.
Teasers and Samplers
- Are you making a teaser or just a short 10 second clip? ie. Vamps release an album sampler using annotations
- Think of creative ways to build content & hype
- ie. Green Day released lyrics video before music video, creative lyric video
- Lyric videos capture views when singles are released, before the music video is available. Push viewership to the official release through programming tools.
You don't have to be Beyonce to create a video for all your songs ie. Poppy built up hype for 2 months before releasing the main video, Aphex twins ask their fans to submit their own creations.
Dance tutorial ie. Major Lazer "lean on" using annotations to create more engagement with the video, Iggy Azalea choreographed version of the music video, she’s not in the video but millions of views
Cross Promotion & Collaborations
- Cross genre Collaboration, multi channel collaboration, it does not have to be an artist working with only another artist - work with gamers or a variety of other youtube creators capitalising on each other's following.
- ie. Sofia Karlberg, Jamie Cullum 1 hour and 1 person 1 piano
- What is your unique talent and how is it showcased on youtube?
Tent Pole & Event Programming
- Cross Vertical Programming and seasonal programming ie. Coachella, every summer I’m going to do all the summer’s hits like LEJ Summer 2015 medley
- Christmas time cover or holiday event?
Live broadcast from Youtube can already been done on desktop, but soon possible by mobile. Examples of live broadcasts: Tomorrow land, brit awards, behind the scenes, backstage