Two Cents: 5 Reasons Why Youtube Is Hurting Our Artists

Before we begin allow me to make one thing clear. Youtube, in itself, is not bad. In fact it’s one of the greatest tools that musicians have come across since Myspace first launched. Heck, Youtube, and it’s corporate extension Vevo, has become the new mTV in a day and age when most teens couldn’t tell you what TRL stood for. The Youtube community is humongous and it allows artists to interact visually with their fans in an instant and unprecedented way. That being said, the phenomenon and age of the Youtube star isn’t without it’s share of downsides. Here are my top 5 reasons why Youtube is hurting our artists.

1. Stats on Stats on Stats

Stats. Numbers. View Counts. Honors. etc. Let’s be honest, these metrics are the easiest indicator of a “successful” video. Most artists aspire to have a huge video with millions of views and ride the fine line between being the next Karmin but not the next Rebecca Black. However, this statistic-centric mindset is one the biggest roots of the problem for most of the list that follows. Many artists are too caught up in doing whatever they can to get their # of subscribers and view counts up. And as they strive to get their clip shared on more tumbwitterbooks© than anyone else in the history of teh interwebz, they end up concentrating more on becoming a Youtube star than they do a musician. Sure, these numbers mean big, quick exposure but at what cost?

2. Fame > Creativity

In their quest for that number 1 Youtube spot, most artists quickly learn what videos tend to gain more views. For instance, a cover video will often gain exponentially more views than an original song… so guess what? COVERS EVERYWHERE! Sure it’s great to hear our favorite singers give their interpretations of some our our favorite songs but I can’t even begin to explain how frustrating it is to hear the same songs covered time and time again. Yes, I know that the world likes to hear what they know and it’s hard to break new original music… but covers will only take one so far. One can argue that the musicians are simply giving the fans what they want but when these “fans” have thumbed up all their videos yet never bought an original single… is that really where an artist should be? Some have attempted to parlay their Youtube celebrity into a more substantial music career, but success has been mostling middling at best. Let’s face it, there can only be so many Justin Biebers. Usher is not rushing to sign every Youtube singer with a 100,000 subs.

3. Mo Money Mo Problems

The Youtube Partner program. In theory it’s a beautiful thing. It’s almost like being invited into an elite club, a members only group, an Illumaniti of sorts… only it’s not. Yes, it’s fantastic that the opportunity to earn some money via Youtube even exists. But only a select few can meet the criteria to actually make a living off the program with most earning barely enough to pay for that fancy DSLR they just purchased to help up their Youtube game. Once again, the program in itself isn’t inherently bad… but when artists make it the end goal rather than a means to an end… that’s where too many get lost on the digital road to the fabled El Dorado. Like anything else with finances, proper management takes a lot of wisdom and calculated risk. But there are too many artists out there that naively think if they make it big on YT, they have “made it” big period. The thing that everyone needs to remember is that it takes a lot of time and resources to put together a good video. Perhaps some should examine whether Youtube is really the best place to invest so much into. It’s ok to use Youtube to make money but don’t let Youtube make you as well.

4. Webcam ≠ Real Life

OK. So the title is a bit dated, as there has been a shift where the bigger Youtube names have begun to use their webcams less and are instead moving to more impressive production values. That’s actually a good thing… to a degree. But the point I’m trying to make is, performing for a camera is not the same thing as performing for an audience. Youtube has become something of it’s own genre of media, but too many times have I seen artists develop into incredible online video stars yet can’t quite cut it on the live stage. On camera they show charisma and poise but that doesn’t necessarily translate well to a bigger, grander platform. Even some of their studio records are flat and lifeless because these artists don’t have the visual clutch to cling to that gives their performance that little extra edge. If I can’t stand to listen to someone’s single/album in my car and can only watch their Youtube videos… something isn’t quite right. I can make a mean breakfast sandwhich but I don’t consider myself a good cook. Same thing applies to music… think outside the YT box.

5. Live by the Tube, Die by the Tube

So let’s tie this all together. As the Youtube world increasingly develops into it’s own little ecosystem of views, subs, comments, thumbs, and shares… more and more artists are getting lost in it. Remember, Youtube is an amazingly powerful tool but for most… it’s going to make for an amazingly disappointing career. Some of the more savvy artists recognize this, but many unfortunately get caught up in the bubble. I’ve heard artists declare that they intend to make Youtube their stepping stone into a more grandeur plan. Yet years later, it seems like it went from a stepping stone to a lonely island. Frankly, not everyone is cut out for the grind of a full time musician. And for some, their aspirations end at Youtube – just as some hope to simply become a reality TV star. If so, that’s fine but for those whose ultimate plans surpass Youtube, know this. In most cases, the recognition, love, revenue and subscribers from your online fanbase will only carry you so far. If music is your dream, please don’t make the mistake of making Youtube your sole reality.

Two Cents is an editorial feature and the views and comments made by the author do not necessarily reflect those of a-Tunes.net as a whole.