Online Video – A neglected source of income for musicians
In the April issue of Billboard Magazine, writes Ed Christman (twitter.com / edchristman) discordant world of online video, advertising, based the still low so if you are delivering watched a big name to ten million times on YouTube Vevo . I think there is enormous untapped revenue potential for online video-artist and that we look on the major video platforms for two main reasons:
Problem No. 1: Dealing with the YouTube world by labels or publishers involved too many middlemen.
(A) 50/50 admission as business editor, or (b) as a separate source of income, the label pays for the contract (the average is: Streaming video is usually treated with two types of about 15%.) Fees.
In both cases, once you get past the long line of brokers between content creator and a fan watching videos – is very little money off artists – online video sales staff, advertising agency media buyers, publishers and labels product manager.
Problem # 2: Streaming services can deliver major scale, but they underestimate the consumers. As the popularity of an artist can increase the rate of CPM (cost per video to play 1000), the ability to recognize and target specific consumer pays a premium to advertisers.
Get Shiner Bock beer, for example – a brand of beer with a limited distribution on the territory of Texas, who has an interest in hosting men between 21 and 30 years (hypothetical population). For them, probably worth more with an online video service that can promise you that 80% will be seen the Shiner video ads of young people in central and southern Midwest, like advertising on a service unlike promote wide distribution where 50% of the ads made independently of any demographic. Therefore, it would be better for them to run ads against video content, a popular regional band as a pop artist Austin nationally recognized. My advice to artists and their managers on your digital video rights are not as hard as you can. There are a lot of self-service video ad solutions, such as video and Longtail Kaltura, which allow you to create your own videos, and keep running ads to host a much higher percentage of the revenue is. Avoid additional broker by developing direct relationships with brands and show them the evidence that your audience better than anyone that you have the means to get involved and know precisely target a particular niche consumers. (Check out “Online Music Marketing – How do you measure ROI for further information on the usefulness of the data online when it comes to marketing.
By Taha Mateen
