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Vevo explains how to avoid YouTube ‘algorithmic death-spiral’


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YouTube Algorithmic Death Spiral? We liked their early albums before they sold out… But no, a YouTube algorithmic death spiral is what Vevo is hoping to help artists avoid.

Ed Walker, the company’s VP of original content & production explained how at our Sandbox Summit last week. It’s about the little touches to ensure YouTube’s recommendation algorithm notices a music video. “We know that as a business getting into that algorithm and understanding it is key for driving views and value to our partners,” he said. “The first 15-30 seconds are key to establishing positive connections within the algorithm and servicing it in a positive upward spiral as opposed to a death spiral downwards.”

You can read his tips in full here – avoiding non-musical video intros and sorting out your thumbnails are two of the key ones – as well as his colleague Greg Duffy’s talk on similar topics from our Sandbox Summit NY earlier this year.

In separate news, Vevo is the first digital-music firm off the blocks in the race to tip the hottest new artists of 2020. Its ‘DSCVR Artists to Watch 2020’ list includes Aitch, Arlo Parks, Awa, Babyjake, Beba, Cautious Clay, Celeste, Conan Gray, Guaynaa, Joy Crookes, Layton Greene, Liily, Lunay, Matt Stell, No Rome, NSG, Pop Smoke, Riles, Sports Team and Vitao. Over the next few weeks, Vevo will launch two performances from one of those artists every day.

Stuart Dredge

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