Here are the slides from the Tipping Point presentation at The Roundhouse on Friday 21st Feb 2014. Note we're publishing a full length feature about YouTube content strategy soon. If you register for an account on Radar, you'll get it by email when it comes out. Registration is completely free - http://www.radarmusicvideos.com/home/about-us

1. New era: YouTube = your own TV
channel
!
!
Think of content as programming
!
!
Not programming for an album/EP
cycle, but a 12-month content cycle

2. Content objectives:
• discovery
• revenue
• cross-promotion
• up-selling / creating a D2C sales hub
• artist creativity
• fan relationships
!
Cost and complexity:
• what you can ask your fans to do for you,
• what you can do for yourself,
• where you can spend money effectively on
creating content.

3. !
Content genres
• documentary: self-shooting, artist POV
mobile footage, interviews / pieces to
camera
• live: gigs / rehearsal footage
• promo: lyric videos and full blown promos

4. Checklist of content types
• Official music videos / release videos
• Audio uploads of music with a static visual (aka ‘art videos’)
• Live performances
• Lyric videos
• Behind the scenes (which could be anything from a ‘day in the life
of’ to a tour video diary or the making of your latest music video)
• Covers
• Breaking news announcements (e.g. a new album/single/tour, or a
big milestone)
• Tutorials
• Interviews including fan led
• Video press kits promoting your latest album/single/tour
• Playlists
• Fan-generated videos
• Competitions
• Google+ Hangouts on Air
• Live-streaming (archivable streaming may be necessary across
different timezones)
• Episodic events

5. http://www.radarmusicvideos.com/home/about-us

6. http://www.youtube.com/watch?v=rVeMiVU77wo

7. https://www.youtube.com/watch?v=qMLgbl7yU98

8. https://www.youtube.com/watch?v=QuCP2fnK9Hs&list=PL_L7BaVpHIdOK0O_mXo7kznYTBFp3dkLZ&index=11

9. https://www.youtube.com/watch?v=25a0dBMwYq0&list=PL_L7BaVpHIdPCGezW4Wbax-PCHuEZ-5uy&index=1