By now, the music industry knows all about the growing popularity of ‘YouTubers’ – not artists like PSY from the established label system who strike it big on YouTube, but the musicians (and comedians, presenters etc) groomed by multi-channel networks (MCNs) to attract audiences in the hundreds of thousands or even millions. Now startup Outrigger Media is working with advertising firm Digitas on a tool to identify YouTubers on the rise. It tracks 50k channels and 25m videos on Google’s video service, and assigns them a score based (says AdAge) on “their engagement with their audience, how frequently they produce new content and their influence”. The theory: Digitas can thus identify budding stars early on to throw advertising behind. “Access to emerging talent is a powerful opportunity for brands looking to figure out where to place their bets,” says Digitas senior VP John McCarus. There isn’t a direct music angle, but we’d be interested in how musical YouTubers score on the scale.

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