Earlier this year, Honda made some big claims about a digital music initiative called Honda Stage, with a new YouTube channel at its heart and predictions of 2bn views in its first year. So how’s that going? Hem hem. The channel has posted a mere eight videos since its launch in early June, with the most popular generating just over 27,000 views – and the channel stuck on less than 50,000 views in total. Which sounds like a colossal flop, but Honda is talking up its partnerships outside YouTube, including sponsoring videos on Vevo, and working with the likes of iHeartRadio, Live Nation and Revolt to distribute its planned mixture of live performances and artist interviews. “We have big plans for Honda Stage with so much great content posting across our various partner networks in the next few weeks,” Honda’s Tom Payton told the Wall Street Journal. “We knew there would be some ramp up time involved in such a massive, first-to-market project like this one, but through our distribution partners, we look forward to many future successes.” Let’s hope so, for right now, the content isn’t that engaging, and the view counts reflect that.

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