Really enjoyed this Cortney.
As an artist it’s interesting to see whether YouTube will eventually shift their focus to assisting indie artists — outside of the Vevo channels they offer for larger artists.
As YouTube is the number one destination for people to listen to - as well as discover - music they have a huge potential here. The ability to have a channel is a great start but it’s not exactly music focused (lack of ability to monetize streaming unless you’re a partner or to offer free/paid downloads are first on my list).
Ultimately I believe that the music platform of the future (whether that’s YouTube or another provider) needs to offer a unification of streaming, monetization and engagement. For years the majority of independent artists have relied on:
- Soundcloud for audio streaming
- Bandcamp for ecommerce
- YouTube for video
- Digital Distributors for accessing Spotify/iTunes etc
- And so on….
The fact that artists need to use so many different channels to manage their careers has become a real pain point. If YouTube could unify all these things under one platform they could change….well, everything.