YouTube Has Revolutionized The…
YouTube Has Revolutionized The Way Musicians Enter Into The Music IndustrySaid Chad Hurley, an American co-founder of the popular video-sharing website YouTube, “Video is universal and allows people around the world to communicate and exchange ideas.” Youtube is a video sharing site which allows users both to watch videos uploaded on YouTube and to share their own videos.
With over millions of users, wide variety of genres of videos have produced: vlogs, gaming, comedy, education, Q&A, cooking, beauty, sports, and most importantly, music. According to Music Consumer Insight Report 2016, 82 percents of all YouTube users use it for listening to music. By connecting musicians with huge fun base, revealing their hidden talents, and allowing third party distributor, Youtube has revolutionized how musicians enter the music industry. In 2005, three former Paypal employees —Chad Hurley, Steve Chen, and Jawed Karim— noticed a small problem: even though there was a revolutionary increase on the number of people who captured video, there wasn’t a good way to share those videos. Eventually, they activated a website called “Youtube” to create a place where allows users to upload, share and view videos (History of Youtube). After more than a decade, there would be no one who does not know the name in the world; Youtube has became the world’s most popular online video site, with users watching 4 billion hours worth of video each month, and uploading 72 hours worth of video every minute (History of Youtube). To understand the revolution on music industry caused by Youtube, one looks closely at the the time before YouTube was never existed.
Surprisingly, online videos existed long before YouTube was born in 2005. However, each single video was not connected to other related video clips, like other videos of a musician that the user had just watched. Also, there was very little in the way of content reviews or ratings, meaning that there was barely no connection between creators and users. The new generation of video sharing sites, YouTube overcome these problems; it allowed suppliers to upload video from many different formats and to tag uploaded videos with keywords. Users can not only share their videos by mailing links to them or upload them on web pages or in blogs but also can rate and comment on videos, making new communication place between suppliers and viewers (Cameron 2). After releasing the apps, the YouTube grew markedly: made a deal with NBC in June 2006 and helped the traditional media companies; acquired by Google, the biggest multinational technology company on Internet, for $1.65 billion in October 2006; broadcasted the presidential debate for the 2008; introduced the world to Justin Bieber via a video (The History of YouTube).
Throughout a more than decade, Youtube is now hosting more than 65000 new video uploads, delivering over 100 million video views per day, and even marketing the online market by including advertisements and commercial; Youtube has become more than just an video sharing site but one of most influential one in the world (Christopher 1). Firstly, Youtube allows suppliers, musicians and other video creators, to meet huge fan bases through the rating and commenting system. As explained in the background, it was an significant change that musicians and users can communicate through Youtube. Currently, there are millions of videos uploaded on YouTube to attract any people’s interests, and everyone has a chance to get a fortune; founded as a musician. Even though there are only small chances to be famous (in fact, 30% of the videos uploaded on YouTube has less than one hundred views,) there are many people who has won the chance by increasing the number of views and supporters throughout the use of YouTube, providing free entrance to be a musician. As an example, take a look at a famous pop-star musician, Justin Bieber, the one who has became popular by using YouTube. When he was 13 years old, he started posting videos in Youtube — singing in the bathroom and playing guitar in the living room.
Soon, users began to realize his ability as a musician and started to support and started to support him by commenting compliments and rating “good.” Said Justin Bieber himself in fifteen years old, “[his videos] had a hundred views, then a thousand views, then ten thousand views, so I just kept posting more video and more videos.”(Bieber) As a result of his efforts and his huge fan base, his Youtube videos, which had got millions of views, led him to his discovery by a talent agent, following which at the age of 15 he moved to Atlanta, signed a record contract, and began working toward his breakout commercial success in 2009, that he ever wanted since he was child (Bickford 1). Clearly, he is a perfect example who had entered in the music industry by using the communication system with users. According to A Systems View of Creativity in a YouTube World, Danah Henriksen suggests that “YouTube is not the only place where creative producers can share their work and be recognized with or without the traditional gatekeepers of their fields,” but also get fresh responses to the video from the users (Henriksen 3). Like pop-star Justin Bieber, many musician has got discovered because users can support their favorite musician by rating and commenting through YouTube.Revealing producers’ hidden talents on YouTube the way for talented agents to find out talented musicians, scout them for entering into the music industry, and promote their talents.
In the last half of the twenties century, The music industry has developed the business of talented agents who negotiate deals for their future music-stars and manage their promotions and campaigns by booking those. Spending most of their time to look for hidden musicians, music talented agents typically hop around club, music stadio, or bar. However, YouTube has changed the way dramatically; Music talented agents can look for talented musicians by searching the sites carefully where people openly show efforts and entertainments in front of cameras, sharing their ability with others in the world. In 2005, A famous record producer Scooter Braun was searching Youtube for next singer, and he “accidentally clicked on a video of 12 year old Justin Bieber singing Chris Brown’s With You,” which instantly inspired Braun’s mind. Right after the discovery, he tracked Bieber’s house and contacted with his parent by offering a negotiation, and he eventually got Bieber to enter the music industry, who later has earned countless awards and millions of supporters. Not on only that talented agents can possibly find future musicians, but YouTube also show them the number of supporters and popularity that how many people has had attentions to the musicians. When offering a negotiation with musicians, talented Agents sometimes take a risk that the musicians might not get popular so that they cannot make money they used for their campaigns and promotions.
Even if musicians have a talent, that does not always mean they would get supporters and become famous. Struggling to get enough attensions to be famous is the one of the hardest thing talented agents concerns. But, like Justin Bieber who already had had thousands of his fans connected on Youtube, Talented Agent Braun was certain of his successes in the music industry.