YouTube Music Awards: The Fox is in the Henhouse

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Issue Date: 
Nov 5 2013 - 11:50am

From Issue:

This is a guest column by Jennifer Lane, first published at Audio4cast.

Speaking of seismic shifts, YouTube held it’s own music awards on Sunday, and if buzz factor is any measure of success (it is, of course), then it was a big one. Lots of people were talking about the awards, Produced by Spike Jonze, the awards were designed to be edgy, spontaneous, even strange – and definitely the opposite of the highly staged awards shows that we see on television.

By all accounts, it was a celebration of “the democratizing nature of YouTube”, with artists like Mackelmore & Ryan Lewis who became famous as a result of their hit song video on YouTube that they made for $5000 bucks with some friends. Even big record label made artist Taylor Swift got an award for her song “I knew your were trouble”, which incited more fan videos than any other.

Disruption folks, that’s the story that is being told live on YouTube, as evidenced by these awards. It’s not actually news, since YouTube’s been streaming more songs than any other platform in the land for a long time. YouTube is the place where the hip and trendy get their new music. Have you heard the song “What Does the Fox Say?” It’s a new phenom from YouTube that my daughter and her roommate played for me when we visited on parents’ weekend a few weeks ago. It’s a Norwegian viral video that’s got almost a billion views on YouTube since early September. Meanwhile, Katy Perry’s new album sold less than 300,000 copies in its first week. Not an apples to apples comparison, but certainly one that lends perspective.

If you haven’t watched these awards, and this YouTube culture thing is news to you, I highly recommend that you take a look. It’s a new world order, driven by platforms that put consumers in the drivers seat.

Meanwhile, according to Tom Taylor’s newsletter this morning, YouTube spent so much money on radio stations last week promoting its awards show that it was a top 20 advertiser….

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