Today's music industry is a digital-first one. Over two billion people use Youtube to experience music each month. As an open platform that supports a global ecosystem of music partners and creators, Youtube engages audiences in different regions by bringing together local and global music.
"Artists and creators from many different countries can now easily share things about their own countries through video. And because of that, online platforms like Youtube play a very important culture-shaping role in the media landscape." Jisoo said.
In January 2021, Blackpink performed their first-ever paid online concert, "THE SHOW," on Youtube, captivating more than 280,000 fans from around the world who experienced the spectacular Livestream event. A few months earlier, their music video for "How You Like That" reached 100 million Youtube views in just 32 hours and at the time, it was the fastest video in Youtube history to achieve this feat.
Because physical concerts were canceled and venues closed due to the pandemic, artists and fans are using online music streaming platforms to interact. Although the girls still want to meet their fans in person, they recognize that Youtube and digital video will be their primary means of engaging with fans for the foreseeable future.
The pandemic may have created obstacles, but it's also resulted in new ways for marketers to reach captive audiences, especially in music. If digital music is the center of today's global culture, then its greatest stage is online streaming video platforms such as Youtube.
Brands looking to connect with this new generation of consumers need to consider partnering with music creators such as Blackpink in their new video of advertising strategy. For instance, they can tap into Youtube's Top Charts Lineups to align themselves with the hottest music videos and artists in any country.
To connect deeply with audiences the way Blackpink does with their fans, brands would do well to embrace authenticity and diversity while harnessing the emotive power of online video to reach consumers as they immerse themselves in the content they enjoy.
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