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Media-Intermediation & Careers on YouTube
How Musicians get
Empowered in Post-
Industrial Media-Economies
Lorenz Grünewa...
A

G

E

N

D

A
1
2
3
4
Networked Culture
YouTubers | Culture | Economy
Re-Intermediation
Intermediaries | Multi-Channel ...
1 Networked Culture
YouTubers | Culture | Economy
Trends
”Youtube-Stars“

gaining
relevance
Commercials for YouTube
channels in New York
Source: private
Youtuber
Object of research and research method
Focus
Youtuber
Germany
Musicians
Methods
In-depth interviews
Exploratory a...
Friendship
Relationships
Collaboration
Networking
Cultural
Social
Economic
Referencing
Cameos
Collaboratie Shows
Parodies
...
2 Intermediation
Intermediaries | Multi-Channel Networks | Model
Intermediaries
…offer services between two parties
Artist Record
Company
Distributor Retailer Fan
Intermediaries
Dis-Intermediation
Through digitally networked media
Artist Fan
YouTube, Bandcamp, Facebook
Trends
YouTube
Partner and
Multi Channel
Networks
(MCN)
Ranking of the top 10
YouTube partners
according to their
unique v...
Multi Channel Networks (MCN)
What are those?
Companies with economic interest
Collect and Administrate YouTube(r’s) Channe...
Multi Channel Networks (MCN)
What are those?
Companies with economic interest
Collect and Administrate YouTube(r’s) Channe...
Re-Intermediation…?
Through digitally networked media
Artist
Fan
YouTube, Bandcamp, Facebook
MCN
???
Artist
Artist
Artist
3 Media Intermediation and Intermediation Media
Freedom | Empowerment
Our findings suggest s.th. different…
Something like ...
Dis-Intermediation
Through digitally networked media
Artist Fan
YouTube, Bandcamp, Facebook
Media-Mediation?
Through digitally networked media
Artist FanYouTube
Media-Intermediation
YouTube’s “Scope“
Empowerment Through Digitally Networked Mediation Media
YouTubeYouTube
The possibility to plan viral [vi...
What do MCN do?
Empowerment and Rationalisation
YouTubeYouTube
Systematic ‚Cross-Promotion‘
Dealing with legal issues
(str...
MCNs influence YouTube’s Scope
in social, cultural and economic respects
MCN
Artist
Artist
Artist
Label
YouTubeYouTube
SCOPE
What do MCN do?
Quotations from our interviews
Today nothing really works
without a network. If you wanna
get support and ...
YouTube
It’s about the scope
And about increasing it through empowerment
Artist FanYouTube
Media-Intermediation
MCN
4 Outlook
How to go on?
We’re not there yet…
Networked Empowerment or Re-Intermediation?
Artist Fan
MCN
MCN FanYouTube
?
YouTube
Artist
Thank You!
Lorenz Grünewald, M.A.
Franscisco Bernardo, M.A.
Joachim Haupt, M.A.
@lorenzguitar
@franxico
@joachimhaupt
Extra!
Joachim Haupt, M.A.
Lorenz Grünewald, M.A.
Auswahl
Youtube-Musiker
Name alias macht… auf YT seit Abonennten Aufrufe gesamt Anzahl Videos
Gregor Hilden GregsGuitars G...
Media-Intermediation & Careers on YouTube: How Musicians get Empowered in Post-Industrial Media-Economies
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Media-Intermediation & Careers on YouTube: How Musicians get Empowered in Post-Industrial Media-Economies

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See the article for that presentation here: http://muke-blog.org/media-intermediation-careers-on-youtube-2665

It represents the contents and discussion of a presentation on the influence of media and networks on the careers of YouTubers. The presentation was held by us at a panel about Work, Entrepreneurship and the Market in DIY Cultures at the Keep It Simple Make It Fast (KISMIF) Conference 2014 in Porto.

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Transcript of "Media-Intermediation & Careers on YouTube: How Musicians get Empowered in Post-Industrial Media-Economies"

  1. 1. ! Media-Intermediation & Careers on YouTube How Musicians get Empowered in Post- Industrial Media-Economies Lorenz Grünewald, M.A. Franscisco Bernardo, M.A. Joachim Haupt, M.A.
  2. 2. A
 G
 E
 N
 D
 A 1 2 3 4 Networked Culture YouTubers | Culture | Economy Re-Intermediation Intermediaries | Multi-Channel Networks | Model Media-Intermediation? Freedom | Empowerment Outlook How to go on?
  3. 3. 1 Networked Culture YouTubers | Culture | Economy
  4. 4. Trends ”Youtube-Stars“
 gaining relevance Commercials for YouTube channels in New York Source: private
  5. 5. Youtuber Object of research and research method Focus Youtuber Germany Musicians Methods In-depth interviews Exploratory approach Grounded Theory Qualitative content analysis Questions How do musicians on Youtube form a
 new kind of networked music culture and how is it shaped? How do they build their careers?
  6. 6. Friendship Relationships Collaboration Networking Cultural Social Economic Referencing Cameos Collaboratie Shows Parodies Features ‚Memes‘ „Cross-Promotion“ Increasing Attention Attention-Economy Sharing Knowledge (e.g. monetization) Rationalization Intermediation Youtube’s “Common Culture“ as a networked culture with social, cultural and economic implications [T]hrough their participation and ways in which other YouTubers engage with them, a sense of YouTube’s “common culture” is created. It is above all this embeddedness […] that marks out the difference between the practices of the “entrepreneurial vloggers” and most mainstream media uses of YouTube. “ Burgess & Green (2009):
 The Entrepreneurial Vlogger: Participatory Culture Beyond the Professional-Amateur Divide, p. 30
  7. 7. 2 Intermediation Intermediaries | Multi-Channel Networks | Model
  8. 8. Intermediaries …offer services between two parties Artist Record Company Distributor Retailer Fan Intermediaries
  9. 9. Dis-Intermediation Through digitally networked media Artist Fan YouTube, Bandcamp, Facebook
  10. 10. Trends YouTube Partner and Multi Channel Networks (MCN) Ranking of the top 10 YouTube partners according to their unique viewers in Sep. 2013 (in Mio. in GER) | Source: comScore / Statista 2014 YouTube Partner Programme: 
 “more than a million creators from over 30 countries“ | “Thousands of chanels are making six figures a year“ | Source: Youtube 2014 +
  11. 11. Multi Channel Networks (MCN) What are those? Companies with economic interest Collect and Administrate YouTube(r’s) Channels Locked into Content-ID (Tracking and Blocking Content) Attract Advertisers Earn Revenue from Advertising Empower and Connect YouTubers AwesomenessTV Maker Studios Dreamworks Disney $$$
  12. 12. Multi Channel Networks (MCN) What are those? Companies with economic interest Collect and Administrate YouTube(r’s) Channels Locked into Content-ID (Tracking and Blocking Content) Attract Advertisers Earn Revenue from Advertising Empower and Connect YouTubers AwesomenessTV Maker Studios Dreamworks Disney $$$
  13. 13. Re-Intermediation…? Through digitally networked media Artist Fan YouTube, Bandcamp, Facebook MCN ??? Artist Artist Artist
  14. 14. 3 Media Intermediation and Intermediation Media Freedom | Empowerment Our findings suggest s.th. different… Something like Media-Intermediation
  15. 15. Dis-Intermediation Through digitally networked media Artist Fan YouTube, Bandcamp, Facebook
  16. 16. Media-Mediation? Through digitally networked media Artist FanYouTube Media-Intermediation
  17. 17. YouTube’s “Scope“ Empowerment Through Digitally Networked Mediation Media YouTubeYouTube The possibility to plan viral [video] was gradually scaled back. With just one video you have fewer and fewer influence on how many people get to see your video. Some people talk of conspiracies. (YouTube Musician in an interview) “ SCOPE YouTube? SoundCloud? Bandcamp?
  18. 18. What do MCN do? Empowerment and Rationalisation YouTubeYouTube Systematic ‚Cross-Promotion‘ Dealing with legal issues (strikes) Getting licences Coaching (Format Development, Channel & Profile Building) Studios & Equipment Relationships w/ YouTube SCOPE
  19. 19. MCNs influence YouTube’s Scope in social, cultural and economic respects MCN Artist Artist Artist Label YouTubeYouTube SCOPE
  20. 20. What do MCN do? Quotations from our interviews Today nothing really works without a network. If you wanna get support and you contact Google without being in a network, you can wait for two month until you will get a reply. And if you are part of a network you will be served more quickly. “ Selected network partners will be placed on the homepage in cooperation with YouTube. [Or] you can get special permissions like for music that would otherwise not be displayed because of the GEMA but it is unlocked for such a purpose. “
  21. 21. YouTube It’s about the scope And about increasing it through empowerment Artist FanYouTube Media-Intermediation MCN
  22. 22. 4 Outlook How to go on?
  23. 23. We’re not there yet… Networked Empowerment or Re-Intermediation? Artist Fan MCN MCN FanYouTube ? YouTube Artist
  24. 24. Thank You! Lorenz Grünewald, M.A. Franscisco Bernardo, M.A. Joachim Haupt, M.A. @lorenzguitar @franxico @joachimhaupt
  25. 25. Extra! Joachim Haupt, M.A. Lorenz Grünewald, M.A.
  26. 26. Auswahl Youtube-Musiker Name alias macht… auf YT seit Abonennten Aufrufe gesamt Anzahl Videos Gregor Hilden GregsGuitars Gitarrensoli 2007 42.266 43.921.289 5900 Rieke Werner StrawbellyCake Anime-Songs 2010 53.998 7.048.627 105 Noah Hunold Noah Hunold Sound-Tutorials 2008 3.553 395.696 77 Robin Segebarth DeservingDeath A-Capella-Solo 2007 17.136 3.538.538 145 Jannik Brunke JannikBMusic Pop-Musik 2012 25.771 1.358.494 43 Lukas Moeller YoungPianoTV Piano-Cover 2009 20.094 3.325.719 174 Jan-Hendrik Dreyer J Dryor / Playerboy Hip Hop Satire 2010 12.972 304.209 13 Anonym Anonym Rock-Musik 2006 124.008 8.757.311 36 Vincent Lee Rosovits Vincent Lee Music Musikproduzent 2010 25.513 1.742.648 96 Christian Behrens - Manager McFitti 2012 113.462 19.569.325 124 Zehn Interviews im Zeitraum vom 5. April bis 26. Mai 2014
 Umfang 49 bis 77 Minuten
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