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YouTube in Music Promotion and Distribution

YouTube has also served as an essential platform for promoting and distributing music, with many artists and bands utilizing it for this purpose. Notably, The Source (Ayreon album) made use of YouTube to release tracks and host music contests, while Ghosteen, an album by Nick Cave and the Bad Seeds, held global listening events on YouTube. The Finnish band Amberian Dawn used YouTube to release their music videos and tour footage, which has led to a wider audience reach. Pop-art collective Studio Killers gained popularity through their music video on YouTube and launched a crowdfunding campaign on the platform to support their world tour.

YouTube has also been credited with providing a platform for DIY music, as seen with bands like Colour Me Wednesday, who drew wider attention from DIY punk and indiepop circles through their self-produced YouTube videos. Meanwhile, popular acts such as Green Day, who released their album ¡Uno!, used YouTube as a platform to reveal album artwork, announce tracklists, and release singles for maximum global exposure. Metallica, with their album Hardwired... to Self-Destruct, even shot and released music videos for every song through YouTube, recognizing it as the largest global televisual platform.

In addition to top-tier international music acts, budding musicians have capitalized on YouTube's extensive reach and accessibility. Artists such as Cœur de pirate (album) have received comprehensive media attention from around the world due to popular YouTube videos featuring their music. In specifying the promotion of new records, established bands such as A Laughing Death in Meatspace and Keep the Village Alive released several singles and music videos on YouTube, often timed with album release dates. Consequently, YouTube has had a profound impact on music promotion, distribution, and consumption overall.

Youtube as a platform for individual creators

YouTube has gained significant importance as a platform for individual content creators, enabling them to share a variety of content with their audience. The online video-sharing service allows users to upload, view, rate, share, add to playlists, report, comment on videos, and subscribe to other users. It caters to all genres - from comedies and music to interviews and independent films.

Numerous individuals have leveraged YouTube to share their creative pursuits and gain recognition. For instance, Arradhya Maan, a young content creator, started filming monologues and creating videos on YouTube from an early age. Similarly, comedian Thenjiwe joined YouTube in February 2015, posting comedy video sketches that marked her rise to fame. Richard Manitoba and Wink Martindale are other notable individuals who have launched personal YouTube channels to share their content. YouTube also supports journalists and interviewers, such as Jarrett Bellini, who launched an interview series named "Apparently This Matters" on the platform in 2015.

Creators representing a range of different fields have also made their mark on Youtube. Musician Morgenshtern initially gained fame by publishing parodies of popular music artists on his channel. Gene McDaniels, too, launched a series of videos in 2010 featuring his music and thoughts about his creations. Other individuals, like Daniel Kellison, have used YouTube to partner with other artists and launch joint channels. Kellison collaborated with partners including Sarah Silverman and Michael Cera in 2013 to launch the thriving YouTube channel, Jash. Similarly, Rapper Esoteric created a YouTube series to entertain his fan base in the lead-up to a significant release.

Creators find different styles to attract their audience on YouTube. For example, Neel Kolhatkar started uploading unedited, independently produced comedy content in high school, and Sonja Skarstedt began a series of short film productions in 2008. Others, like Nhlanhla Nene, found unexpected fame when a clip of him falling from a chair during a TV interview became an online hit. By offering a flexible and user-friendly platform, YouTube enables individual creators to experiment with their content and engage with their audience in innovative ways.

Use of YouTube for Music Video Promotion

Many music artists and their respective record labels utilize the global platform that YouTube provides to promote their singles through the publication of official music videos. Known for its accessibility and global reach, the video-sharing platform is typically used alongside other promotional strategies to amplify music releases. For instance, The official music video for "Never Let Her Slip Away" was published on YouTube in April 2013 while "Who Do You Think You Are (Candlewick Green song)" was shared on the platform in May 2012. Similarly, the video for Get into You (song) and Fitzpleasure were uploaded to the platform in 2013 and November 2012 respectively.

Over the years, music videos have increased in viewing numbers, adding to the popularity of the songs they represent. For example, the music video for "I'm Gonna Get You (Bizarre Inc song)" generated more than 5.9 million views by December 2022. Similarly, the music video for "Cold (Annie Lennox song)" gathered over 4.5 million views by November 2020. These views not only signify the song's popularity but also result in increased revenue streams for the artists and their labels.

The iconic music platform also provides artists with the opportunity to tease upcoming works. Artists like Face Everything and Rise released their music videos directly on YouTube for immediate consumption by fans. Others, such as Saisakizaka, uploaded a short version of the music video to build anticipation for the official release. Whether it is an established artist or an up-and-coming star, YouTube continues to be a significant tool in the music industry for artist promotion and fan engagement.

YouTube and Television Series Distribution

YouTube is not just a platform for user-generated content, it has also become a medium for the distribution of television series. A myriad of television series from around the world has leveraged YouTube's global accessibility to reach wider audiences. These range from dramas such as "Remember, Hari" and "Blooded Palace: The War of Flowers" to Philippine shows like "Prinsesa ng Banyera", "Lumayo Ka Man Sa Akin", "Kahit Konting Pagtingin (TV series)", and "Nasaan Ka Nang Kailangan Kita". Each of these series were made available for streaming on YouTube, thus opening up new viewership possibilities beyond their initial broadcast regions.

The utilization of YouTube for streaming extends to a variety of other series. Drama series such as "May Isang Pangarap", "Maria la del Barrio (Philippine TV series)", and "Mundo Man ay Magunaw", as well as "Galema: Anak ni Zuma" and "Dolce Amore", all chose YouTube as a platform to stream their content. It is noteworthy, as it signifies YouTube's growing prominence not just as a hub for clips, trailers, and user-generated content, but also as a platform for long-form and serial content typically associated with television and other traditional media channels.

Nonetheless, not all series released on YouTube managed to garner the projected viewership. The case of "Whatever, Linda" serves as a clear example. Despite being released on YouTube, it struggled to find an audience online. It's important to note that while YouTube provides an expansive reach, the engagement and viewership success of content fundamentally depends on the content's ability to resonate with the audience and navigate the platform's algorithm for content discovery.

YouTube and its Role in Broadcasting, Content Creation, and Media Interaction

YouTube has assumed a multifaceted role in digital media and broadcasting. It is a significant platform for news outlets, entertainment firms, and individual creators. Notably, citizen journalism and numerous major news networks such as CNN, NBC, BBC, and Fox News utilize YouTube for disseminating clips of broadcasts and interviews. The platform is also home to original video content, evolving from a hub for random uploads to a major stage for the media industry. Case in points include Euronews, which offers livestreamed news through YouTube and Hitz Radio, having launched its video broadcast service, Hitz Television, via the video-sharing site. As such, the emergence and growth of platforms such as YouTube marked the beginning of television programs becoming available via the Internet, kickstarting the era of streaming TV.

In the world of entertainment, YouTube's influence remains evident. It is a conduit for music videos with its easy accessibility prompting a surge in content upload and consumption, thus shaping viewer perceptions and trends. Film entertainment has not escaped this evolution, too. For instance, the presence of Troma Entertainment marked the expansion of film content on YouTube. Sports events have also been shared widely through YouTube channels, as evidenced by the Indian Super League broadcasts. YouTube's role, however, is not limited to providing a space for established media corporations — it also nurtures budding stars and firms. For instance, Net News Daily made use of the platform to conduct interviews with YouTube celebrities and personnel involved in breaking news stories.

YouTube has also nurtured a unique dynamic between content creators and their audience, fostering parasocial interactions. YouTube is a major platform for users to share personal content, from vlogs to personal updates. This establishes a one-sided relationship between creators and their audiences, as evidenced by consistent, engaging interactions like comments, fan art, and responses. This relationship is further accentuated with the launch of YouTube TV, an American streaming television service operated by YouTube, which allows a greater degree of interaction between the audience, content, and creators. Despite these advancements and contributions to digital media, YouTube has frequently been met with controversies, including its role in enabling the showcasing of sexually-oriented music videos and its susceptibility to breach of community standards, as demonstrated by the termination of Troma Entertainment's channel.