Lead: Native video was where creatives were being shunted last year, but this year it’s all about live video. With YouTube and Facebook Live promising greater promotional opportunities and reach, to Instagram, Periscope, Twitch and YouNow all claiming to offer something unique, the choices can be overwhelming – for both artist and fan. We look at who is offering what, where the best impact lies and, crucially, where live video can flip from a marketing channel into a revenue stream.
Campaigns: Joshua Bell takes VR into classical; Univision and Deezer get behind Latin music; Marika Hackman sends her fans on an art history treasure hunt; and Kygo gets connected with Vin Diesel.
Tools: Rotor Videos can help you make music videos in minutes with the help of its machine-learning technology. We dive into “flat-packed creativity”, and its genuine use within the industry.
Behind The Campaign: Youssef Kamaal were Brownwood Recordings’ surprise breakthrough act of 2016 despite improvisational jazz being a notoriously tough sell. Emily Moxon, label manager at Brownswood, explains why Instagram was where the major announcements happened, how WeTransfer became a free download partner and why Bandcamp more than proved its worth as a retail outlet for limited-edition vinyl.