Does it make sense for a new artist breaking into the music industry – to create homemade videos of their band and their songs and post them on YouTube? Interestingly enough, there have been many stars born on YouTube, and you can expect this to continue. Occidentally, these songs go viral along with the video, and they attract a promoter from the music industry, to sign up these up-and-coming stars, and invest marketing dollars to promote them to the next level of stardom.
Now then, does this mean that anyone who puts lots of YouTube videos up of their band is sure to go viral, and establish a following of loyal fans to their music? Absolutely not, the chances are very slim, but they do exist and it is one more avenue these new artists can try to get well known, and break into the music industry. In fact, there are now buzz marketing firms which will help a new band get going on the social networks, and work to get their videos in front of hundreds of thousands of Facebook friends, who may then tweet about the new band.
No one knows for sure how these social networks will evolve and how they will help the music industry, or hurt it. Many believe that with the illegal downloading of songs online, it means the end of the music industry, but this may only be the beginning as the industry adjustments to the new norm. Whether the industry decides to adapt, or sue those who do illegal downloading, you can expect that these less than ethical downloads, and the viral online YouTube videos will continue for some time in the future.
The Chinese have an interesting proverb and curse; "May you live in interesting times," and let's not forget that the symbol for crisis in the Chinese language is also one with the symbol for opportunity, and they are interchangeable. Perhaps the music industry needs to consider all this, learn to go with the flow, and to kayak down the roaring river to greater future profits. Please think on this.