✖️ Livestream monetization strategies, or learning from Inter Miami CF
And: YouTube's Culture & Trends report; Inside Download Festival; Virtual Influencers; Australian 'Cultural Change' group; Livestreaming & e-commerce
How we monetize fandom in an increasingly online world is a question that doesn't just exist in music, but also in sports. As such we can learn from each other. Brand new American football club Inter Miami just launched a video strategy that is all about interactivity and engagement. Let's see what they're doing, how they do it, and what it means for those monetization strategies.
🚇 What the YouTube Culture and Trends Report reveals about the future of video (Gina Shalavi, Roya Zeitoune)
“The winners in the world of video are those who manage to break the fourth wall and pull audiences in with their relatability.”
🏫 In Online Ed, content is no longer king—cohorts are (Wes Kao)
The move from MOOCs (Massive Online Open Courses) to CBSs (Cohort-Based Courses) actually resembles what we’re seeing in music: moving from a devalued way of sharing knowledge (music) to a distribution model that focuses on smaller but higher paying groups (of fans)
🧸 Charli and Dixie D'Amelio just launched two virtual influencers: Squeaky and Roy (Maria Lewczyk)
“Virtual influencers are replacing the traditional brand spokesperson, and giving new characters eternal life in the process. As target demographics grow older, these virtual characters will not, creating a consistent persona that people can relate with at different times in their lives.”
🏬 Agencies behind China’s top livestreaming stars plan IPOs (Coco Liu, Dong Cao, and Daniela Wei)
“The pair of IPOs promise to peel the lid off one of China’s largest and most dynamic internet arenas. Pioneered by Alibaba Group Holding Ltd. as a marketing tool in 2016, livestreaming e-commerce has evolved from an online version of the Home Shopping Network into a singular Chinese mashup of 24-hour high-quality entertainment, hard-sell antics and promotional gimmicks that generates $149 billion of sales annually. Top pitchpeople like Viya and Li have become celebrities in their own right, commanding followings of hundreds of millions, but the finances and business structures of the industry remain in their infancy.”
🦄 What’s the value of NFTs you ask?
🔕 Tomorrowland officially cancels 2021 festival (Eoin Murray)
A story of how you think everything is in order and working out for you, but then local government denies your permit to move ahead.
⚖️ European Court of Justice rules YouTube, other online platforms aren’t broadly responsible for users’ infringing uploads (Dylan Smith)
“Now, as initially mentioned, the European Court of Justice has found that “operators of online platforms do not themselves make a communication to the public [regarding Directive 2001/29] of copyright-protected content illegally posted online by users” simply by running the platform at hand. Even so, said operators are in fact responsible for protected-media uploads “where they contribute, beyond merely making those platforms available, to giving access to such content to the public,” the Court of Justice also determined.”
In other words, YouTube, or similar platforms, are not responsible unless they know about the copyright infringement. Future court cases will thus have to focus on proving that someone at YouTube knew about a particular infringement instead of whether it actually happened.
⛵ #LetTheMusicMove campaigns for resolution to UK touring musicians’ “no deal Brexit” (Andy Malt)
“This is the latest of many calls on the government to find a resolution for touring artists before pandemic restrictions are lifted. Despite many promises by ministers prior to the new UK-EU trade deal being signed at the end of 2020 that artists would still be able to tour freely in Europe post-Brexit, this turned out not to be the case, with no such provisions included in that last minute deal.”
🇦🇺 Music industry’s ‘cultural change’ group seeking workplace safety experts (Vivienne Kelly)
“The experts will be charged with developing a national consultancy strategy, which the group said is the crucial next step in addressing sexual harm, harassment and systemic discrimination in Australian music … Cultural change consultants can submit their expressions of interest here.”
📩 Inside the UK’s Download Festival pilot with Live Nation’s Andy Copping: ‘We need this’ (Gideon Gottfried)
“The lack of distancing or mask mandated resulted in a blissful weekend of feeling normal again for everyone involved – from the promoters, crew, and stall holders to the fans and artists, who agreed to perform for free.” [emphasis mine]
Yes it is.