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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.
AGENDA
1
2
3
4
Networked CultureYouTubers | Culture | Economy
Re-IntermediationIntermediaries | Multi-Channel Networks | Model
Media-Intermediation?Freedom | Empowerment
OutlookHow to go on?
1 Networked CultureYouTubers | Culture | Economy
Trends”Youtube-Stars“
gaining relevance
Commercials for YouTube channels in New York Source: private
Youtuber Object of research and research method
FocusYoutuber Germany Musicians
MethodsIn-depth interviews Exploratory approach Grounded Theory Qualitative content analysis
QuestionsHow do musicians on Youtube form anew kind of networked music culture and how is it shaped? How do they build their careers?
Friendship
Relationships
Collaboration
Networking
Cultu
ral 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
2 IntermediationIntermediaries | Multi-Channel Networks | Model
Intermediaries…offer services between two parties
Artist Record Company Distributor Retailer Fan
Intermediaries
Dis-IntermediationThrough digitally networked media
Artist Fan
YouTube, Bandcamp, Facebook
TrendsYouTube
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
+
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 $$$
Multi Channel Networks (MCN)What are those?
Companies with economic interest Collect and Administrate YouTube(r’s) Channels Locked into Content-ID (Tracking and Blocking Content) Attract Advertisers Earn Revenue from Advertising Empower and Connect YouTubers
AwesomenessTV
Maker Studios
Dreamworks
Disney $$$
Re-Intermediation…?Through digitally networked media
ArtistFan
YouTube, Bandcamp, Facebook
MCN
???Artist
Artist
Artist
3 Media Intermediation and Intermediation MediaFreedom | Empowerment
Our findings suggest s.th. different…Something like Media-Intermediation
Dis-IntermediationThrough 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 [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?
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
MCNs influence YouTube’s Scopein social, cultural and economic respects
MCNArtist
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 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.
“
YouTube
It’s about the scopeAnd about increasing it through empowerment
Artist FanYouTube
Media-Intermediation
MCN
4 OutlookHow 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.
AuswahlYoutube-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 2014Umfang 49 bis 77 Minuten
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