How live streaming is transforming the music industry…and why that might scare you

By Dave Marcello, Head of Artist Progress

Growing shopper demand for unscripted, real-time performances requires a completely new talent set for up-and-coming musicians.

Picture this: A musician takes a seat, does a fast mic examine, tunes her guitar strings one after the other, organizes numerous other instruments and kit around her, then slowly seems to be up at the viewers to start her efficiency. You’re in all probability envisioning a small theatre or perhaps an area coffee store with a crowd of music fans dealing with the stage, ready to sway and transfer to the beats. However it’s 2016, and the strains between in-person and on-line leisure have turn out to be considerably blurred. This isn’t a live performance in the traditional sense; as an alternative of a stage, the artist is in her house bedroom, and as an alternative of theatre seats, the viewers members are on cell phones and laptops.

Emma McGann broadcasting live on YouNow

Digital video is utterly transforming the approach we view and interact with the world, from communicating with family and friends to retaining ourselves entertained. Cellular video now accounts for over half of all cellular knowledge visitors and specialists anticipate that number to increase towards 75% by the yr 2020. A comparatively new video format — live streaming — is shortly gaining reputation because it redefines the relationship between creators and shoppers.

YouNow is a live streaming platform on which anybody with a webcam or smartphone can broadcast themselves to a massive audience. The location and app boast over 100 million consumer periods a month and 50,000 broadcast hours a day. At any given time, you’ll find broadcasts of teenage twin sisters doling out make-up ideas or a voice-impressionist-slash-comedian taking requests from his audience as he makes an attempt new impersonations. Unsurprisingly, lots of the most popular broadcasters are musicians, and YouNow features a real time chat setting the place these artists and fans are connecting in unprecedented ways.

With some musicians making $10,000 a month and others getting signed to label deals because of their publicity on YouNow, live streaming clearly provides opportunity for artists to build and have interaction their fanbases in a singular means.However can live streaming platforms like YouNow really transfer the needle for musicians? Is it only a enjoyable exercise or can it turn into a vital a part of an artist’s advertising toolbox and truly create income for the business?

The YouNow staff enlisted Audiokite Analysis to discover these questions and extra in a first-of-its-kind research of live streaming’s influence on creators and shoppers. Musicians have all the time understood the importance of creating songwriting expertise, instrument mastery, efficiency talents, and even promotional know-how. However to achieve success in this world of direct and real-time connection to their audience, a brand new set of expertise is required. The findings from this research helped to create a musician’s playbook for live streaming success.

The Audiokite YouNow Music Research

The results painted a constant picture: there is an overwhelmingly constructive sentiment from music-focused shoppers in the direction of YouNow and live streaming normally. The info collected demonstrated that when musicians live broadcast, viewers categorical a excessive probability to take business motion due to the experience. Moreover, we found consistency in the rankings of each broadcast activity sort amongst music followers, along with distinct parallels to those of the music creators, allowing us to spotlight the only ways for musicians to utilize live streaming.

Three separate surveys have been administered by which members have been proven numerous YouNow broadcast clips and prompted to offer suggestions. There have been over 4,350 individuals, all U.S.-based and sourced via Audiokite’s pre-screened panelist pool.

Key Findings

YouNow Music Consumer Study

YouNow Music Shopper Research

Shoppers are more likely to take business action because of experiencing live, music-themed broadcasts. Greater than 80% of music shoppers said they are more likely to take business motion after watching certainly one of their favorite musicians broadcast on YouNow. Particularly, over 86% of fans are more likely to hunt down extra of the artist’s/band’s songs and watch one other live stream from the artist.

Sentiment in the direction of live streaming is overwhelmingly constructive, notably for its off-the-cuff nature. The “unscripted and spontaneous nature of the platform” is the component all research individuals — shoppers and musicians — singled out as their absolute favorite. The typical score for this aspect is 7.43 out of 10, with 10 representing “Highly Enjoyable”. Over 66% of the most ceaselessly noted emotions related to watching YouNow broadcasts are constructive.

Nearly all of the prime rated broadcast actions relate to enjoying music. Three out of the prime 4 rated broadcast actions are centered on enjoying music: “unreleased song exclusive”, “cover song”, and “original song”. The printed exercise to which both shoppers and creators had the most favorable reaction is enjoying an “unreleased song exclusive.”

Live Streaming Playbook For Musicians

For a musician to make the most of live streaming successfully, there are definite do’s and don’ts that must be thought-about from the start, as the research knowledge has revealed. From the most (and least) in style activities to the expertise and types a performer must adopt, under are some tips for each new and seasoned broadcasters.

1) Music trumps all.

We discovered that three of the prime 4 rated broadcast activities all relate to enjoying music for each shoppers and creators, with “original songs” as the favourite exercise for each side. As a musician experimenting with live streaming, the first actions to grasp must be music enjoying ones. Music is the thread that binds performer and viewers and is the most organic option to talk with followers from the get-go.

“The song seemed good, I wanted to hear more of it. Plus, they were actually playing music instead of talking about it, which was nice.” — survey participant

2) Let your character shine via.

Live streaming is as close to a face-to-face assembly with followers we’ve at present, and that means the performer is extra of a focus than the art being performed. After analyzing hundreds of anecdotal feedback from the research, it is abundantly clear that the greatest musician broadcasters are: constant, flexible, snug with cellular, artistic, interactive, personable, and above all else, authentic.

“I loved the way the broadcaster interacted with the audience and made them feel part of the show. Kind of liked watching her be silly for a little while.” — survey participant

three) Be spontaneous…

Intrigue and curiosity seem to be the prevailing themes of the research outcomes. As beforehand famous, “interested” is a feeling most frequently related to watching YouNow broadcast examples, referenced over 7,100 occasions, and the “unscripted and spontaneous nature of the platform” is the main attraction point for each shoppers and creators. Fans are excited by the “realness” of live streaming and musicians should reap the benefits of this unique facet by responding and reacting to the audience’s vibe as applicable.

“I really liked the chance to be involved, get to know the artist and actually get live, not scripted answers. It makes the divide between artists and audience seem smaller.” — survey participant

four) …however have some common construction to your broadcasts.

Whereas both shoppers and musicians singled out YouNow’s “unscripted and spontaneous nature” as their favourite part of the platform, a few of the remaining knowledge conflicts with this view. Again, the prime rated broadcast actions all contain performing beforehand written songs; not much spontaneity there. The third most steadily noted feeling is “bored.” Musicians rated “songwriting with the audience” as the second greatest exercise for partaking with their fans on YouNow, however listed seven other broadcast actions they’d want to attempt before it. Absolutely unscripted live broadcasts could be daunting for each musicians and followers. To maintain the viewers engaged throughout a live stream, musicians ought to have a broad plan for every broadcast, whereas all the time leaving room for impromptu actions and interactions.

“The impromptu format can lower the bar of quality. I really did not understand the point of the broadcast.” — survey participant

5) Viewers interaction could be a fickle beast.

The three broadcast actions rated the lowest are primarily audience-broadcaster interactions: “guesting/split screen,” “impromptu audience topics,” and “audience Q&A.” “Guesting/split screen” is the lowest rated activity throughout the board and the just one related to an “irritated” feeling. Live streaming differentiates itself by the direct connection between audience and broadcaster, so this knowledge is quite noteworthy. Our assumption is that the 1% rule comes into play right here, the place the overwhelming majority of viewers do not intend to immediately take part in broadcasts, and so most of these actions are of much less curiosity to them. For first-time broadcasters, concentrate on your audience’s reactions to most of these actions and think about slowly testing the waters in small doses throughout your common music enjoying broadcasts.

“I generally don’t like when streamers interact with members of the audience because it kinda leaves out everyone else who is watching.” — survey participant

6) But participation is available in all styles and sizes.

Round 70% of viewers on YouNow participate in broadcasts in some manner. Not all fans will need to sing a duo on digital camera or publish dozens of comments throughout a broadcast. We observed many viewers members utilizing YouNow’s virtual presents — thumbs up, ideas, hand claps, even marriage proposals — to precise themselves. Musicians should pay attention to this and acknowledge the have to treat followers individually based mostly on their most popular strategies of partaking.

“I love the idea of being able to influence what an artist is singing in the moment.” — survey participant

7) Live streaming is the new backstage meet-and-greet.

No matter a fan’s degree of participation in a broadcast, almost everyone loves being recognized by his or her favorite musician. “Chris Williams, iHeartRadio’s chief product officer, said that the appeal of YouNow is that it recreates the radio tradition of having meet-and-greets with artists at scale.” Musicians should take each alternative to personalize interactions with broadcast viewers.

“It feels like I’m getting something that non-fans are not getting. Makes me feel appreciated and special.” — survey participant

8) Combine calls-to-action.

When teen pop singer Jacob Sartorius released his newest single on iTunes, he held a YouNow broadcast through which he prompted his followers to purchase the monitor. He tracked the purchases in real-time and gave live shout-outs to all these supporters. Consequently, “Sweatshirt” reached #10 on the iTunes charts that day. We noticed any such direct call-to-action throughout several broadcasts, which appeared to effectively focus the audience as a single unit. Musicians should take a look at methods to combine group actions like this, whether it’s to increase YouNow channel subscribers, vote on their favourite music, or obtain a brand new monitor.

“Live streaming is a good way to get people interested in the rest of the song/album.” — survey participant

Live streaming playbook for musicians

Live streaming playbook for musicians

It is essential to watch that there is a learning curve that comes with experiencing live streaming for the first time. Succeeding as a live broadcaster requires a distinct talent set, and the consumption expertise as an audience member is a singular one. There are points of live streaming to which media shoppers will not be yet accustomed. Most social platforms as we speak are primarily crammed with scripted, pre-planned info sharing. Conversely, live streaming is full of go-with-the-flow moments that might, at occasions, come throughout as chaotic or crammed with too much down time for some viewers.

With 93% of shoppers being more likely to tune in to observe their favourite musician live stream and almost 80% of surveyed musicians focused on making an attempt live streaming, we anticipate YouNow to continue its speedy progress in the music category as its broadcasters increase their on-camera capabilities and followers turn out to be more and more more snug with collaborating in a real-time interaction.