Earlier this year at our Future Music Marketing event, Sony Music’s Niamh O’Reilly talked about the music industry’s need “to learn from creators on YouTube and how we can develop audiences there”.
German artist Lena Meyer-Landrut – simply ‘Lena’ to her fans – is one of the first examples we’ve seen since of a musician properly learning from the way vloggers and other YouTubers build their audiences.
Lena – who is signed to Universal – does have music videos available on YouTube, yet her channel is much more about personal vlogs: documenting her travels around the world, providing backstage clips, makeup explainers and answering questions from fans.
Plus shot-on-location covers of songs by Ed Sheeran, Taylor Swift and other artists. Lena is following the playbook that’s helped many a YouTuber build their audience on Google’s video platform, and the numbers are starting to show it: she has 104k subscribers and 3.2m views since the channel started in May.