Music industry watchers can learn from OK Go’s experience, which shows that Web users can catapult a band to fame, challenging the popular assumption that videos need to cost thousands of dollars or be directed by Hollywood film directors.
The industry is undergoing a slow, at times painful change from the old way of marketing CDs and TV music videos to going digital with music distribution and online videos, which fans view on the Internet or via media players like Apple Computer Inc.’s popular iPod.
Sites such as YouTube, MySpace, PureVolume and others allow aspiring artists to post videos, usually grainy lo-fi productions, at little or no cost.
[...] The success of OK Go and other bands’ on YouTube has encouraged the start-up to open a dedicated musicians channel for up-and-coming artists. YouTube says 120,000 acts have signed up since its June launch.
Michael Powers, senior product manager at YouTube, says the company took the lead from bands that were already using the site to promote themselves.
Los Angeles-based singer/songwriter Terra Naomi is the ‘most subscribed’ act on the new YouTube channel. Naomi’s YouTube page says she’s currently unsigned but YouTube told Reuters she is already attracting the attention of major record companies.
While OK Go and Terra Naomi try to engage fans using Internet music videos, along with clips from live gigs, blogs that invite comment, and pictures, established names are also getting in on the act.
[...] “We see the social video environment that YouTube has created and the category of user-generated content as being extremely important,” says Michael Nash, senior vice president of Digital Strategy and Business Development at Warner Music.
Nash believes that the next stage is for fans to be able to influence or interact with mainstream music videos.
“Inviting fans into the creative process of making videos could really deepen the relationship with the artist,” says Nash.
And the OK, Go “treadmill video” is worth a look if you’re like me and never seen it!
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