YouTube Marketing With Meghan McCormick

meghan_m_photoToday we have an exciting interview with Meghan McCormick of YouTube Tunes. She resides in the D.C. metro area where she’s a web content editor and social media strategist for the U.S. Army. Meghan is always up for grabbing coffee to chat about society, music, social media, technology or brainstorming words that rhyme with “purple.” You can connect with Meghan at mccormmk@gmail.com, Twitter at @meghankathleen and www.youtubetunesblog.com.

I asked Meghan to try something different for this interview. Since we are talking about YouTube videos and marketing I wanted to see if she would shoot an intro to this interview via video. Meghan rocked and was up to the on the spot opportunity. Here is her quick video and then some really great info on how indie artists are using YouTube to market their music!

GYRS: What are some of the things that make a YouTube video stand out?

Meghan: With 1.2 billion streams on YouTube each day, it’s highly important that musicians make their videos stand out on YouTube. Sometimes all it takes is a fun and charismatic personality that keeps people coming back, other times it’s a unique arrangement or cover of a song. Pomplamoose is a great example of this. Many of the videos on their YouTube page are VideoSongs, which follow two rules: 1. What you see is what you hear (no lip-syncing for instruments or voice). 2. If you hear it, at some point you see it (no hidden sounds).

They take popular songs that people love and transform the song to make it their own. Personally, I find some of their covers better than the original. It’s their unique style that keeps me coming back for more.

GYRS: Does quality of the recording have any bearing on what you consider a good video on YouTube?

Meghan: What’s really special about people “making it” on YouTube is that they don’t have the opportunity to hide their voice behind auto-tune and a mixing board. What you see is what you get. It’s amazing how far a strong voice and a little spark of personality can take an individual on YouTube. I’d prefer a fun, great sounding Web cam shot video over a high-def, Pro Tools/Garage Band produced video with an OK voice any day.

GYRS: How much does social proof (comments, ratings, etc) affect the viral and pass around characteristics of a YouTube video?

Meghan: Comments, ratings, views and subscriptions actually really help a video rise to the top. If you search for a video on YouTube, the search is filtered via those categories, so a video with more views, ratings, etc. will be seen by more eyes. When I’m browsing videos I’m more inclined to watch a video that has 10,000+ views over one that’s got about 300. A video with a views in the thousands means that for some reason, people are watching it. Numbers aren’t everything though; I’ve definitely found a few “diamonds in the rough” and I make a note to rate and comment, to help them get their video seen by more people.

People shouldn’t be discouraged if they only have a few views– everyone starts at zero. To help get more eyes on a video, artists should make sure they’re tagging their videos correctly, rating and commenting on videos similar to theirs and promoting their videos via their social networks.

GYRS: For artists looking to get involved in YouTube marketing, what are the 2-3 things they should focus on?

Meghan: A few things that help artist in YouTube marketing include:

1) Commitment and consistency

If you’re going to set up a channel with stellar music, make an effort to be consistent. Are you going to upload a video every week? Every day? Twice a month? Pick quality over quantity, but make sure you stick with it. Committing and building consistency will keep your audience assured that your channel is THE place to find great music.

2) Style

Are you a classically trained opera singer with a knack for covering 90′s pop hits? Do you do covers of hip-hop chart toppers on the piano (or banjo)? What is it about you that sets you apart from other musicians? Maybe you’ve just really got an awesome voice. Whatever it is, hone in on it and deliver something great.

3) Connect with your audience

On YouTube, your audience is your biggest ally. Without them, there’s no one to watch your videos or get your music noticed, so pay attention to them! Enable comments on your channel and videos, accept friend requests, ask your viewers for song requests that they’d like you to cover or ask them to contribute to your new original song. Try letting your audience participate in your videos. Julia Nunes did a really fun video where she had her fans record videos of themselves lip syncing one of her songs and she incorporated all the clips into her music video for Binoculars. It was a great way for her audience to be a part of her music.

4) Branding and promotion

Take a few minutes to customize your channel. Fill out all the biographical information and make sure you provide some form of contact (someone might want to book you for a gig!). Upload a profile picture, upload a background image, highlight the subscribe button. If you’re on Twitter, Facebook, MySpace, etc. make sure you include those links on you channel and then promote your YouTube page via those sites. Are you trying to get more views on your videos? Put your YouTube channel’s link as your bio link on Twitter, set it as your Facebook status, email it to your grandma (she’ll be so proud!).

GYRS: What are your 3-4 favorite music videos on YouTube, NOT from a major label artist? Why?

Meghan: It’s really hard for me to pick favorites, but here are some videos of musicians who’ve caught my eye on YouTube.


Michael Jackson Medley Sung by Sam Tsui arranged by Kurt Schneider

This video pretty much speaks for itself as to why it’s great. It’s a creative, energetic, and it is well produced. It’s got over 5 million views for a reason.


Mrs. Officer (Lil Wayne Cover) by Brad Doggett ft. Corey Smith

Brad and Corey are actually the reason I got interested in musicians on YouTube. I used to manage a band that they were both in and saw the power of YouTube when promoting their music. What makes this and their other videos great is their acoustic adaptations to popular hip-hop songs.


(500) Days AJ Rafael

With almost 151,000 subscribers on YouTube, Aj Rafael is the 28th most subscribed musician on YouTube of all-time. His channel features almost every genre, from R&B and Hip-hop covers to classical Disney tunes and catchy originals. Aj is a true musician who plays the guitar, the piano and has a strong voice. He collaborates frequently with other YouTube musicians (including current American Idol contestant, Andrew Garcia). These collaboration are a great way for his audience to discover new musicians, too.


L-O-V-E by Nat King Cole Cover

The videos of Julia Nunes are quirky and unique. She’s doesn’t just sing into the camera and call it a day. Her videos feature ukuleles, melodicas, hand-clapping, you name it- it’s probably there. Julia also does a really good job of engaging her fans (like I said earlier in this post), making them feel like they are on this musical journey with her.

Thanks Meghan for hanging out with us and shedding some insight into the world of YouTube. We see a lot of artists using it as a place to post, but not a place to interact like they would on Facebook or Twitter. The community on YouTube is really strong and you showed some amazing examples for us today. If you liked what Meghan shared, please go say hi and pitch her some fun videos that she needs to be aware of.

Planning A Music Festival – An Interview With Ryan Murphy of HoH and No Idea Records

This week we are helping out a great cause here in the state of Florida as well as a huge festival for indie bands – the Harvest Of Hope Festival in St. Augustine, FL. Earlier this week Zach brought you some great information with Phil Kellerman, the President of the Harvest of Hope Foundation. Today I am happy to share a cool interview with Ryan Murphy from No Idea Records. Ryan is in charge of booking the wide range of artists at HoH including Dead Prez, Kid Sister, Broken Social Scene, Senses Fail, Anti-Flag and a ton more. We got to talking about the bands, the venue and mobile technologies. If you are in Florida and want to see 3-days of kick ass music while helping a great cause, come hang out with us at HoH.

(photo taken at HoH last year by nolongerhostage)

Greg: This is a big festival in the middle of a big field – what are you guys working on marketing wise, to attract a crowd that will both fill the field and contribute to your mission with the foundation?

Ryan: This of course is a huge challenge…we’re offered this huge awesome space at the St. Johns County Fairgrounds that literally could hold hundreds of thousands of people and we try to creatively fill it and make it fun, interesting and informative for all the attendees of the weekend. Having the option to offer camping to people is nice, because we are able to have them there all weekend…but also, we aim to divide the grounds up in a way that each day you can walk around and find something new or interesting.

Greg: At the event, what are some things you are looking at to get the crowd involved with the foundation – from an education and interest standpoint?

Ryan: One of the things we all agreed on that we wanted to improve this year was the overall visibility and access to all things that the Harvest of Hope Foundation stands for and all the great work that they do. We will have a large non-profit area as you walk into the festival that will be hosted by the HOH foundation and host a large group of non-profits that we work with and are involved with migrant issues. We are planning on making this area informative and interactive to help festival attendees learn about all the issues that HOH Fest stands for and is involved with.

Greg: Let’s switch gears over to the bands – what do you expect from them at the event, as far as helping to spread the message an in their promotion of the event to their fan base?

Ryan: This is definitely something we try to stress to bands to emphasize on campaigning and advocating for this event. Since we are a non-profit, benefit event we rely on all the grass-roots and street team aspects of promotion that we can use. We try to express to the bands what a unique event that they are helping to be part of, and how we rely on all the help we can promoting the event.

Greg: What can the bands that are playing look forward to at the festival?

Ryan: Even though the HOH Fest is a benefit, we make sure to let bands know that we will take care of them in every way we possibly can. We have amazing catering from local businesses that are able to work with donated food from local farms that we support, donated beer, camping, etc. Also, since we have friends who are in bands that play festivals around the world all the time, we made a point to ask them for things that they like and dislike about the festivals they go to and how they are treated at these events. We rely so heavily on the generosity of these great bands and want to make sure everyone feels taken care of and has a great time.

Greg: With the recent disaster in Haiti, there was one thing that helped the awareness and donations for the cause and that was the use of mobile technology (both SMS and Twitter) to make donations. Playing off the demographic of your audience – what are your thoughts on mobile marketing and how it can be used to get kids excited about donating and making a difference while listening to music?

Ryan: This is a good question…we’ve been approached by several people about this idea. We are constantly running fund raising campaigns and hopefully will be able to incorporate more mobile technology into what we do as it comes. Some bands (most recently, a band from Orlando called HOW DARE YOU) did a twitter campaign to raise money for the foundation and it went over amazingly. We also work with tons of media outlets and websites that are constantly running contests and fundraisers to help raise money and awareness for the foundation and festival.

Greg: You guys recently released a 2-disc compilation album – this is something that is a bit of a staple in the indie festival scene. Can you talk about its importance and why these things are still a big part of festival culture?

Ryan: The cd comp that Fail-Safe Records put out recently was a nice surprise off shoot from the festival and is actually working out great as a fund raiser for the foundation. Our friends at National Underground, had already planned on recording a bunch of the audio from the fest, and we knew at some point it would be used in a cool way. Shaun from Fail-Safe came up with the idea and reached out to the bands that seemed into it. The main reason I got behind it was not so much the fact that it helped spread the HOH Fest out there, but the fact that for every cd sold several dollars would instantly be going to the foundation and help Migrant Families. It’s really cool to get people to involved in ways beyond the festival itself. But, also, any kind of documentation (audio, video or otherwise) is always great to help a festival make it’s mark and capture the vibe and what was happening at that specific time.

Greg: Anything else exciting you want to share?

Ryan: Just the fact that I am really excited and inspired by the amount of people that come out to support the HOH festival and foundation. It’s really great to see that something that is extremely grassroots and does immediate and much needed aid for a population that is overlooked gets the support and attention that it truly deserves from the underground music community. In all the fund raising activities that HOH has been involved in, working with punk-indie-folk and other underground artists, we have received the most appreciation and support and that is really great!

Greg: Thanks Ryan for your time and we’ll see you in March!

Disclosure: HoH Fest is sending some members of GYRS to the event in March.

Learn About Merch And Music Marketing – Tuesday, March 2nd

Continuing our live education series, we are very excited to announce that on Tuesday, March 2nd, we will have Steve Gerstman of CutMerch and Greg Rollett from Gen-Y Rock Stars talking about merchandise for artists. This is a free call and will feature an inside look at all aspects of band merch from:

  • What types of merch offer the biggest bang for your buck
  • What sells better and at what price points
  • How to order – from bulk to print on demand
  • How to position your graphics
  • How to find graphics, logos and designs – from outsourcing to finding artists at your local colleges
  • How to get images ready for print – from files to sizes and formats
  • What quantities to order because no one wants a box of shirts in their mom’s garage
  • Shipping tips from drop shipping vs shipping yourself vs fulfillment house
  • Selling on your site – best ways to do it and how to position your items in an appealing manner that goes beyond stock photos and widgets
  • Physical vs virtual e-commerce. How does it work?

Here is a video from Greg explaining more:


That form I was pointing to in the video is actually right here, below this sentence.

Here is a little more information on Steve and Cut Merch:

CutMerch is currently supplying merch for Colbie Caillat, Robert Cray, Big Bad Voodoo Daddy, Moonalice, Buddy Jewell, Todd Snider, The Temptations, Meat Puppets and others.

From Steve, “We have created Cut Merch to find the exact point where the band makes the best merch and most money from their merch activities, without taking up too much of their time and energy. We have a philosophy of putting the tools of music merch in the hands of the bands and the goal of becoming their perfect merch partner. We are already known for our quality and service, but in addition to that we will be launching a platform this year which will be the ultimate merch solution for hundreds of bands.”

Register for this call by filling out the form below (those reading in RSS can click here to register)

Looking forward to seeing everyone on Tuesday night.

-Greg

Interview With Phil Kellerman of Harvest of Hope Foundation + Music Fest

As I am sure a lot of you know, the Harvest of Hope Festival is just around the corner (March 12-14) and I am extremely excited that I’ll be able to take part in the eclectic array of musical finesse throughout the weekend! Earlier this month I was privileged enough to be able to conduct an interview with Phil Kellerman, the President of the Harvest of Hope Foundation, via email to ask him some questions about the grassroots Foundation and what this year’s Fest will have to offer its rosy audience. No matter what musical community you may come from, I think everyone can benefit from understanding the charity and generosity that goes into foundations such as Harvest of Hope and how fortunate bands are to have such foundations as another reason to play music that they enjoy! Check out this short-and-sweet interview to get a better grasp on the Harvest of Hope Foundation and Music Festival.

Zach: In 1997, you established the Harvest of Hope Foundation to help support migrant workers and their families by supplying them with everyday needs for their job and financial aid for their educational pursuits. The kind and giving virtue of this foundation speaks for itself. How would you describe your experience with this foundation and the impact that it has had on you and others?

Phil: In 1995 I began work at the State University of New York at Oneonta responding to calls from migrant farmworkers to a newly established National Migrant Education Hotline. A good percentage of the calls were requests for financial aid for car repairs due to breakdowns while traveling, gas, medical services, rent, utilities, food, clothing and funeral expenses. However, the federal funding for the Hotline did not provide money to provide emergency financial aid. I soon discovered that federal, state and local financial aid to migrant farmworkers was often limited or not available at all.

Prior to her passing in 1996, my grandmother, Dr. Helen Zand told me that I would be receiving an inheritance from her. I knew then that I was going to use part of my inheritance to set up the Harvest of Hope Foundation, in honor of her, to provide financial aid to migrant farmworkers calling the Hotline and other migrant farmworkers and families.

When I look back, the toughest thing was making the move to go into a lawyer’s office to begin the incorporation process because I knew very little about running a foundation, and I knew that I was chartering into new personal and professional waters. Operating the Harvest of Hope Foundation has been life changing for me in so many positive ways. Migrant farmworkers assisted by the Foundation have cried on the phone to me in thanks; have written letters of appreciation; and the social workers, advocates and teachers that work with migrants have been so grateful that the Foundation was there as a last resort for help to their migrant clients. I also believe that many of the friends, foundation volunteers and bands have had their eyes opened to those who work so diligently to harvest and produce their food, and have experienced their own personal development by contributing to such a unique and special cause.

Zach: The Harvest of Hope Festival is an amazing event to help plant awareness and harvest aid for the migrant community – all in a very fun and feel-good manner. This Fest converges two totally different communities, the musical and agricultural, in an effort to benefit the well being of those less fortunate. The Harvest of Hope Fest has only been around for two years (this March being its second playing). Would you say the existence of this new Fest has generously effected the Harvest of Hope Foundation in financial aid or in any other aspects?

Phil: Since the Harvest of Hope Foundation provides direct financial aid and advocates for a largely unknown and misunderstood population of workers, the organization receives almost no corporate financial support. Thus, the Harvest of Hope Fest has been a tremendous boost to the Foundation. The music at the Fest is progressive, alternative and non-commercial in nature and thus the musicians and fans are open-minded to the grassroots work of the Foundation. During the first Fest, I think we opened lots of eyes to the work of migrant farmworkers. For the upcoming Fest, we will have the opportunity to increase awareness of migrant farmworkers and the Foundation.

Other beneficial offshoots from the Fest for the Foundation have included a slew of smaller music benefits across the country to raise funds; the production by Fail Safe Records of a double CD from last year to raise funds, and a documentary of the Fest and Foundation by Double Donuts Productions to come out soon.

Zach: Taken from the ‘About’ section of The Harvest of Hope Foundation is a statement of how “Many Americans know so little of the agricultural, economic and cultural contributions of migrant farm-workers who harvest a large share of our nation’s fruits, vegetables and other foods. The goals of Harvest of Hope are to open the eyes of individuals to the hard work and struggles of our nation’s migrant laborers.”

I, and I’m sure curious other Americans (of all ages and cultural ranges), are interested in knowing more about our agricultural industry. Could you elaborate a little on some information that might enlighten us about the work ethic and labor conditions of migrant workers and the industry they work in?

Phil: The planting, hoeing, seeding and harvesting of fruits and vegetables is labor intensive, and most owners of farms cannot find, if any, local residents willing or able to work the long hours required to bring in the crops. Thus they rely on migrant farmworkers born in the U.S. and those from other countries who will travel to do the hard, physical work required of temporary or seasonal agriculture.

Many owners of small to medium size farms treat their migrant workers decently. However, their operating costs are high and the price that they receive for their produce by large supermarket chains is comparatively low; thus farms cannot afford to pay high wages to their migrant workers. The average annual salary of a migrant family is between $7,000-12,000. Some farm owners treat their migrant workers terribly and exploit them with threats of deportation, by not paying them or by making them live in decrepit housing. Heath services to migrant workers are limited due to the rural nature of their work. Pesticide exposure is common.

Why should we care? Because migrant farmworkers help to feed us by doing the field work most of us would not do. They earn our support.

Zach: Are there going to be any kinds of additional information and/or events available at the Harvest of Hope Festival that might help those interested become more familiar with the Harvest of Hope Foundation? If so, what kinds?

Phil: We are going to expand the non-profit section of the Fest to include more agencies and organizations that help migrant farmworkers with educational, health, legal and other support services. Items for sale such as the double CD and the documentary will serve to bring home the issue of migrant labor. The Mike Bernos Band will play their new CD which has two tribute songs to migrant farmworkers. My brother, Ed Kellerman, communications director for the Foundation, and I will be available for more interviews to talk about the work of the Foundation.

Zach: I always like when an issue ends with some kind of spirited solution or remedy that might help towards rectifying a problem. What would you suggest for those who want to be more supportive and aware about the agricultural industry and migrant community around them?

Phil: I like this question and I like to tell folks that there are several simple ways to support agriculture and the migrant farmworkers who work so diligently. One, shop at local farmers markets or buy produce from small to medium size farms. Two, demand that supermarkets buy their produce locally and pay a fair price to farmers without the “middleman.” Three, write to legislators about passing immigration reform to allow hard-working immigrant workers to come out of the shadows and become citizens. Four, support the Dream Act which would allow undocumented high school graduates the opportunity to adjust their status to legal if they can complete college. Five, make a donation or put together an event to help raise funds for the Harvest of Hope Foundation.

Zach: Thank you kindly for taking the time to answer these questions and for the generous attention of services that you have given to establishing and maintaining such a virtuous cause.

CHECK OUT THIS YEAR’S LINE-UP OF HEAVY-HITTING AND UP-AND-COMING BANDS HERE!

Disclosure: Members of Gen-Y Rock Stars will be attending the festival as guests of Harvest Of Hope.

Shinobi Ninja Talks Music and iPhone Apps

Shinobi Ninja

New Roads

With musicians in every direction you look, music marketing in 2010 has become a very high-traffic environment for musicians to discover new and dry ground to get them out of the muck. Shinobi Ninja have found dry ground and joined the touch-screen community as a means of marketing with their new iPhone Application feature. Check out this interview for more details behind their enthusiasm for their new product as it is answered in a very Jay and Silent Bob manner!

Shinobi Ninja Interview

Zach: A very post-modern means of creativity is by a person or a group of people bouncing hypothetical ideas off of each other and thinking about what-if-this or what-if-that. How would you describe Shinobi Ninja’s creative process behind your new iPhone Application?

Shinobi Ninja (SN): WELL IT WENT DOWN LIKE THIS. TERMINATOR DAVE AND OUR MANAGER STEVE WERE IN SXSW AND CAME UP WITH AN IDEA FOR A IPHONE VIDEO GAME APP. OUR BAND IS NAMED AFTER AN OLD SCHOOL VIDEO GAME SO THE VISION WAS SOMEWHAT SET BEFORE THEM.

Zach: Does anyone in the group wish that a band they liked had an iPhone App? Do you think they would buy and use it? Could this may have been one of the forms of inspiration?

SN: IF PEARL JAM HAD AN APP BACK IN THE DAZE THERES NO DOUBT WE WOULD HAVE USED IT. ACTUALLY REMEMBER AEROSMITH HAD THAT VIDEO GAME WHICH WAS PRETTY DECENT. DECENT ENOUGH TO GET MY GRANDFATHER TO BUY IT FOR ME…. OHHHH PLEASE PRETTY PLEASE!!!

Zach: As I’m sure most of us don’t know how a band would go about making an iPhone App for themselves, could you elaborate a bit on what goes on behind-the-scenes for such an idea to make it to the big (touch) screen?

SN: ALOT OF HARD WORK. ALOT OF TIMING AND SCHEDULING AND PEOPLE SKILLS. BEING NICE TO EVERYONE HELPS NOT ONLY YOURSELF….. BUT EVERYONE.

Zach: Today, a lot of the screen-touching generation and music culture is looking for the upper hand on how they can get more music and entertainment based on how convenient it is for them. What could be said about your new iPhone feature that would persuade iPhone junkies to spend a pretty penny on your Application?

SN: IT PUTS THE MUSIC…. THE MEMBERS OR CHARACTERS OF THE BAND…. MUSIC VIDEOS…. MP3S….. PICTURES… U NAME IT…. ALL IN THE PALM OF THE PERSONS HAND. AND FOR FREE….. IF THEY COME TO A SHOW…. THE GAME UNLOCKS ITSELF AND ALL ITS CONTENT…. OR THEY CAN DROP THE 2.99 AND GET IT OFF THE BAT… LIKE AN ALBUM…. ONLY CHEAPER

Zach: Has Shinobi Ninja used resourceful marketing techniques such as the iPhone App for any other kinds of promotion? And does this open up any idea for future marketing?

SN: THE GAME USES THE GPS FUNCTION TO SEE WHERE THE PERSON IS… IF THIS PERSON IS AT OUR SHOW… BAM…. IT UNLOCKS… THATS PRETTY COOL. THE FUTURE IS BOUNDLESS AND ENDLESS AND WE ARE LEARNING TO CONTROL THE 4TH DIMENSION…. POSSIBILITIES ARE ENDLESS.

Zach: Tell us about what we can expect from you guys coming up? New music , releases, tours, etc and where people can go to check you out…

SN: WE ABOUT TO DROP OUR DEBUT ALBUM. A REAL CLASSIC ALBUM. 2 YEARS IN THE MAKING. WEVE PLAYED PROLLY AROUND 100 SHOWS AND WILL BE GOING TO SXSW FOR OUR FIRST BIG TOUR IN MARCH. 2010 IS OUR YEAR. THE YEAR OF THE NINJA!

For more on the Shinobi Ninja iPhone application, check out our post from last week.

-Zach Frimmel (follow on Twitter)