YouTube success has become the driving force behind many musicians’ careers. Whether using the platform for generating income, using it as a launchpad for their live or studio work, or simply as a way of distributing their art, it is truly a valuable resource.
At GearFest 2018, Sweetwater was lucky enough to have four of the most prominent YouTube-based artists join our own online personality Mitch Gallagher to take part in a panel about this very subject. Tim Pierce, Casey Cooper, Anna Sentina, and Luke Holland answered a plethora of questions and offered insight into how each musician’s unique talents and desires have blossomed into some of the most watched music-focused YouTube channels out there.
How to inspire viewers to watch your content
Sentina: You have to create content that you personally would want to watch. When you have content like that, you are willing to go that extra mile to have people watch it. So it’s not so terrible to ask people, “You should check out my video and maybe give it a like.” It’s just not as terrible when you’re really proud of your content.
Defining YouTube success
Cooper: The number on your channel does not define your success, and it does not define (whether or not) you get to do what you love. You have to decide what that number means to you. Think about it — 5,000 people or 1,000 people support you! They clicked the Subscribe button because they like what you do. Take pride in that. You do want to build it, because when you build it, those numbers do open doors for you. But realize what it is that you’re trying to go for.
How do you monetize your YouTube career?
Cooper: YouTube isn’t going to pay you millions of dollars if you want to be a musician and deal with copyrighted music. YouTube, for me, is a launching platform. It’s your opportunity to show what you do to the world. YouTube is your chance to launch off of your music career to open other doors. YouTube is not going to bankroll your life as a musician. So you have to understand that, if you get into this, you have to love it.
What gear do you need to get started?
Holland: When I started off, my friend was standing (while filming) on a stool in the corner of a room. I had broken cymbals and I had a $400 drum set. I see so many people so concerned about the quality that they forget the content. At the end of the day, the most important thing is your instrument and your craft. Because if you get the nicest cameras and the nicest audio gear, it doesn’t matter if you have nothing new to bring to the table or aren’t a solid player.
Pierce: Diffusers. For $100 you can get two or three of those. Those, I would invest in. And those diffusers look better than those really expensive LEDs to me.
Cooper: At the end of the day, lighting is more important for video than the camera you’re recording on.
The importance of interacting with your audience
Sentina: When I first started out on YouTube, I was responding to everyone. I was making sure to thank everyone for watching and being involved. But now, I can’t physically respond to everyone anymore. But when you’re first starting out, engage with your audience. It’s that core few people that first start watching your video or first subscribe to your channel. They’re sacred! And I think people see that community, and that encourages more people to come.
Defining a content release schedule
Sentina: There are so many benefits of having a schedule. So if your life allows you to do that, then do so. When you have a schedule, your fans and your subscribers know when to expect you. And there’s a lot of value in that. It’s good for you too. You know, “If I’m trying to post on Thursdays at 4PM every single week, this is what I have to do to get that done in time.”
Cooper: In the YouTube world, quantity is as important as quality. It’s a better investment to get five to 10 videos than go all out on production for one perfect video. Because at the end of the day, that’s five to 10 more times people can view your videos, five to 10 more times people can find your videos.
What drives you to continue?
Pierce: When somebody comes up to you and tells you how much they appreciate what you’re doing and what you’re showing them — that’s the greatest part of it.
It’s no secret that the music industry has changed. Where musicians once had to rely on the big-money marketing machines of major record labels to get their name out there, today’s musicians are reaching a wider audience than ever before. And thanks to YouTube, they’re doing it on their own, and they’re doing it for free.
So if you are a musician or musical content creator, take these lessons to heart and give the full video of the panel a view. You just might find a kernel of advice in there that helps you build your own YouTube empire.
And while you’re at it, give your Sweetwater Sales Engineer a call at (800) 222-4700. They’d love to help you nail down the perfect audio setup for your online journey.