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Musicians and amateurs to take control of surveillance


I am not much in the exaggeration of the show business, but I believe Sunday by November 3 will be remembered years from now as the day of broadcast and cadres of record company of ceded artists of the music industry And their supporters.

Musicians have nothing to fear in this change. However, if I were a record executive, I might think about looking for another type of job.

The herald of this new era is the first YouTube Music Awards program. The event will be at Pier 36 in New York and broadcast worldwide. No station is required, thank you.

At first glance, the case of YouTube just like any other music program. Major assets include past Grammy winners Lady Gaga, Eminem and Arcade Fire. Many more are well-known names among the nominees, among them Justin Bieber, Katy Perry, Taylor Swift, Selena Gomez, Nicki Minaj and an address. The team of stars has been criticized by most avant-garde artists such as Tyler, the Creator – who should also appear on the show. Eliminate the thickest language language, which I did not need to repeat here, he wrote on Twitter: “YOUTUBE PRIZES … could have spent all the quotes in fresh creative videos, put … But still NOOOO its more pop teen BOPPER .. YOU ARE EXTREME “.

Although not without foundation, your complaint is not quite correct either. The Artist of the Year and Video of the Year category are dominated by the brand names that can be heard on almost every pop, rap or country radio station. But the other four categories contain many candidates that are probably unknown to you, if you are the type of person who usually reads columns like this.

In the “Innovation of the Year” nominees are Atoms for Peace, Bat for Lashes, Anamanaguchi, DeStorm and Toro and Moi. YouTube said that an “international group of musicians and creative YouTuberos lights” made the initial quotes; The list was fanned based on YouTube visits and social media responses.

The nominees “YouTube Phenomenon” are based on facts that have generated the majority of videos fans. “In other words, these acts should be honored, not so much by their inspirational performances for what their shows inspired by the imitative videos or tribute. Nominees are the diamonds (Rihanna) Gangnam Style (Psy) Harlem Shake (Baauer), I knew that you were Trouble (Taylor Swift) and the Savings Shop (Macklemore and Ryan Lewis) for us old timers, this is almost equivalent to giving a prize of music in the Macarena or Twist – dances, not the Songs and the artists that popularized.

More conventionally, the five nominees in the YouTube breakthrough (Kendrick Lamar, Macklemore and Ryan Lewis, naughty, passenger and rudimentary child) are the artists who have experienced the greatest growth in views and subscribers. (A “subscriber” YouTube is someone who asks YouTube to automatically report new works published a collaborator in the compilation of special video, which in the language is a “channel” of YouTube.) These artists popularized their mainly own music through YouTube And another line instead of the traditional route of the firm with a record label that produces and then promotes its work.

Another aspect of this approach is reflected in the category marketing response of YouTube music, which pays homage to “the best fan of remixes, parodies or video response … depending on your point of view, actions and other activities . ” Far from the anonymity that usually characterizes the fans, nominees in this category have generated significant consequences of their own, often producing music covers popularized by other artists. Nominees in this category are Boyce Avenue, Jayesslee, Lindsey Stirling and Pentatonix, the piano boys and walk off the Earth.

Lindsey Stirling, also expected to be in the YouTube awards program, is one of the new generation of artists who built a successful career without a recording contract and with almost no radio broadcast. Although he won the final of “Got Talent of America” ​​quarterfinals in 2010, Stirling, allegedly “hip-hop violinist”, did not get to be known until the following year with a series of YouTube videos that Alternated between the original compositions, soundtrack covers of popular video games – which attracted a large fan base – and an eclectic mix of other music, Christmas themes in “The Phantom of the Opera” in an appearance with the Artist Artie Country Hemphill and the Iron Horse Band.

With over 3.4 million YouTube subscribers and as many as 75 million views on some of their videos, Stirling has found many ways to make money while creating music. YouTube, owned by Google, is worth for the ads that run with your videos. It produced an album that was sold on iTunes and Amazon, and has recently been re-released in a tie-in marketing with Target stores. The soundtrack of his original compositions is sold. She organized her own journey through North America and Europe, playing tickets sold (and attracting the director of Lady Gaga to sign it as well).

Although well known in its main audience – players of all ages and music fans between the ages of 22 and 32 listening to Pandora and other streaming services – Stirling is not famous among the general population. I think this is going to change. To see why, take a look at how she seduced an audience in Conan O’Brien’s nightly television show. Apart from his obvious talent, Stirling has a healthy image of a person playing the violin (and dancing) for pure enjoyment. Nothing here hoarse; His is a show that you would be happy to have 10 years to see, which is not something we can say of many other young musicians today.

But that is the point. Any talented musician of any type and presentation, you can find a hearing today. This is Thomas Edison, to sell his machines, invented the recording industry on the model that a company has decided what kind of music to offer its customers. It took more than a century, but the musicians have finally cut off the middlemen, going back to the days when they relate directly to their audience.

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