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This week Ari sits down with George Karalexis & Donna Budica, the co-founders and CEO/COO (respectively) of TEN2 Media, a content distribution and marketing company that helps artists and labels maximize revenue and growth on YouTube. TEN2 Media partners with Warner Music Group, UnitedMasters, Travis Barker, Benson Boone, Brent Faiyaz, and more. They specialize in marketing, monetization, and collection on the YouTube platform, all of which you’ll hear about in this episode.
This entire episode is dedicated to YouTube for music—artists and labels in particular. Donna and George share stats about how listeners interact with YouTube, how people discover new music on the platform, and what it means that YouTube is the #1 music discovery platform right now. They break down the components of YouTube monetization and do a deep dive into companies that help artists manage their YouTube channels and revenue. If you’re wondering how to up your YouTube game, the most effective ways to use YouTube these days, and all the various tools that exist on the platform (shorts, music videos, vlog content, lyric videos, playlists, storytelling, UGC [user-generated content], etc.), this is the episode for you.
Kristin Robinson Billboard Article: How Did Two Unknown Latin Music Operators Make $23 Million From YouTube? The IRS Says They Stole It
Chapters
00:00 The Evolution of YouTube in Music
03:13 Understanding YouTube’s Unique Role
06:02 Strategies for Artists on YouTube
08:49 The Power of YouTube Analytics
12:07 Monetization Mechanics on YouTube
15:00 Navigating YouTube’s Revenue Streams
37:12 Understanding YouTube’s Viewer Demographics
40:09 The Evolution of Cover Videos and UGC
42:55 The Long Game: YouTube vs. TikTok
43:51 Strategies for Emerging Artists
48:03 Navigating YouTube’s Complex Revenue System
56:13 The Future of Distribution for Indie Artists
01:01:25 Filling the Void for Emerging Artists
01:09:01 When to Start Taking YouTube Seriously
01:12:07 Defining Success in the New Music Business
Edited and mixed by Ari Davids
Music by Brassroots District
Produced by the team at Ari’s Take
Order the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com
