The latest video on artist Billie Eilish’s YouTube channel sees her rifling through her notebook: “an audio visual journey into the thoughts of Billie Eilish, exploring the inspiration behind songs” from her new album, according to its blurb.

This is actually the first of a new format on YouTube under the banner of ‘mini series’ – three-to-five episode series that promise to tell the stories around music and artists.

YouTube Music is the co-producer for all this, with the Eilish mini-series promoting her upcoming album ‘When We All Fall Asleep, Where Do We Go?’ “With our new short form mini-series, we’re sharing our creative playbook with artists; empowering them to produce a steady drumbeat of videos that provide an unprecedented look inside their lives, music, and projects in a format and tone that resonates and connects them with their massive global audience on YouTube,” said YouTube Music’s Lyor Cohen in a statement.

Signed to Interscope, Eilish has already built a decent audience on YouTube: her channel has just over eight million subscribers and 1.29bn lifetime views so far.

Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!

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Stuart Dredge

Music Ally's Head of Insight

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