Music Ally analysed YouTube’s annual roundup for insights into the types of content that its users engage with, and what stands out the most for artist teams.
The music industry has been well-aware of regional sounds going global – with YouTube highlights including phenomena like K-Pop Demon Hunters and Mexican singer Peso Pluma.
Artist teams can leverage tools like multilanguage audio and auto-dubbing with lip sync – where suitable of course.
Here are three trends that stood out to us:
1. Roblox content going from strength to strength
With Roblox-related videos surpassing 1 trillion views on the platform this year, YouTube is highlighting engagement with virtual universes like Roblox and Minecraft.
Not only are there increasing opportunities for artists to market themselves within Roblox that don’t require the full experience – see Baby Queen or Glass Animals – but amplifying these activities on YouTube can also reach audiences off-platform and drive YouTube growth.
One option would be for artist teams to partner with YouTube livestreamers to promote any Roblox artist activities
2. Co-creation
You may have come across the figure by now that up to 65% of Gen-Z see themselves as creators.
Young content creators are commenting on and promoting artist releases, as the focus is increasing on fans as a core part of an artist’s team.
Co-creation has long been an important force in driving UGC and fan engagement – and has big potential to stay and grow.
Some examples to get you inspired:
- Buzzing American rock band Geese’s collab with startup Softside on fan-created merchandise
- Lady Gaga and her launch of a dance competition for the music video to “Abracadabra”
- 21 Savage’s co-creation with commentator accounts to dissect his album artwork.
3. Tap into in-demand aesthetics
One big visual trend of YouTube this year was creative maximalism, or content that’s rich in information and visual cues paired with hyperpaced editing and a massive scale.
Another trend – surprise surprise – is nostalgia. Cultural throwbacks are in, with artists such as Brent Faiyaz launching an old-school ‘Windows Desktop’ website with hidden features.
The Script also harnessed nostalgia by returning to the location where they filmed the video for their 2008 hit “The Man Who Can’t Be Moved”.
