{"id":792580,"date":"2019-01-31T06:56:21","date_gmt":"2019-01-31T13:56:21","guid":{"rendered":"https:\/\/www.rollingstone.com\/?p=784746"},"modified":"2019-01-31T06:56:21","modified_gmt":"2019-01-31T13:56:21","slug":"youtube-aims-to-bring-suspense-back-to-music-videos-with-new-premiere-feature","status":"publish","type":"post","link":"https:\/\/alwaysmountaintime.com\/ksmt\/music-news\/youtube-aims-to-bring-suspense-back-to-music-videos-with-new-premiere-feature\/","title":{"rendered":"YouTube Aims to Bring Suspense Back to Music Videos With New Premiere Feature"},"content":{"rendered":"<div><img decoding=\"async\" src=\"https:\/\/www.rollingstone.com\/wp-content\/uploads\/2019\/01\/tunag.jpg\" class=\"ff-og-image-inserted\"\/><\/div>\n<p><span>Music videos seem to become more important every year:<\/span> <span>On-demand video streams increased by 24.3 percent to 274.9 billion in 2018, accelerating further after a 21.9 percent jump in 2017,<\/span> <a href=\"https:\/\/www.rollingstone.com\/music\/music-latin\/latin-albums-more-popular-2018-report-buzzangle-774296\/\"><span>according to data from the analytics company BuzzAngle<\/span><\/a><span>. \u00a0\u201c[<a href=\"https:\/\/www.rollingstone.com\/t\/youtube\/\" id=\"auto-tag_youtube\" data-tag=\"youtube\">YouTube<\/a>]\u2019s the best way to reach young fans,\u201d Jeff Vaughn, an A&amp;R at Artists Partners Group,<\/span> <a href=\"https:\/\/www.rollingstone.com\/music\/music-features\/what-will-billboards-new-streaming-rules-really-mean-124168\/\"><span>told<\/span> <em><span>Rolling Stone<\/span><\/em><\/a><span>. \u201cAs we moved from Twitter to Instagram to Stories, which is all video, it feels like YouTube is perfectly positioned, and that video will be more important than ever.\u201d<\/span><\/p>\n<p><span>But the experience around video still needs improvement, according to<\/span> <span>Kurt Wilms, who works in product management at YouTube. \u201cWe knew that a lot of viewers were coming to YouTube right when artists were dropping videos and watching them, but even though everyone was coming at the same time, it was kind of a lonely moment for viewers,\u201d he says. \u201cThey weren\u2019t able to interact with each other, and they weren\u2019t able to interact with the artist.\u201d<\/span><\/p>\n<p><span>So Wilms and his team set out to <a href=\"https:\/\/artists.youtube.com\/news\/premieres-brings-the-magic-of-live-events-to-music-video-releases-on-youtube\" rel=\"nofollow\" target=\"_blank\">develop YouTube Premieres<\/a>, which allows viewers to share their enthusiasm with other fans \u2014 and even the video\u2019s creator(s) \u2014 while all watching the same clip at the same time. \u201cWhat I most appreciate about this product is that it creates both tension and community,\u201d says Lyor Cohen,<\/span> <span>YouTube\u2019s Global Head of Music.<\/span> <span>\u201cAs we are going further and further into video-on-demand world, kids are desperate for some tension around fear of missing out. And the fact that the artist can create and promote a shared moment with their fans to celebrate their video at the same time \u2014 in a V.O.D. world, that type of sensation becomes even more important.\u201d<\/span><\/p>\n<p><span class=\"embed-youtube\"><iframe loading=\"lazy\" class=\"youtube-player\" type=\"text\/html\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/ZAfAud_M_mg?version=3&amp;enablejsapi=1&amp;origin=https:\/\/www.rollingstone.com&amp;rel=1&amp;fs=1&amp;autohide=2&amp;showsearch=0&amp;showinfo=1&amp;iv_load_policy=1&amp;wmode=transparent\" allowfullscreen=\"true\">[embedded content]<\/iframe><\/span><\/p>\n<p><span>Since YouTube\u2019s data shows that \u201con average, when a creator premieres an upload it is more likely to perform better in terms of views compared to uploading normally,\u201d it\u2019s not surprising that major pop stars, including <a href=\"https:\/\/www.rollingstone.com\/t\/halsey-2\/\" id=\"auto-tag_halsey-2\" data-tag=\"halsey-2\">Halsey<\/a>, Cardi B, BTS, 21 Pilots and Shawn Mendes, have quickly adopted the feature. <a href=\"https:\/\/www.rollingstone.com\/t\/ariana-grande\/\" id=\"auto-tag_ariana-grande\" data-tag=\"ariana-grande\">Ariana Grande<\/a> has already used the Premiere function to release blockbuster videos for \u201cThank U, Next\u201d and \u201c7 Rings.\u201d<\/span><\/p>\n<p><span>\u201cAriana has such a special relationship with her fans, so we knew that the YouTube Premiere Tool would provide the perfect stage for camaraderie and discussion over this shared experience,\u201d says Tim Hrycyshyn, VP of Digital Marketing at the singer\u2019s label, Republic. \u201cIt was the perfect opportunity to both deliver the video to the world and unite communication in one platform.\u201d<\/span><\/p>\n<p><span>There are multiple points at which YouTube Premiere allows artists to amplify the hoopla around their videos. Before the clip is even out, YouTube now permits artists to \u201ccreate a landing page vhere viewers can see the thumbnail, title, description and the URL where the video will be available so they can share it with their friends and set reminders to watch it,\u201d Wilms says. \u201cThat\u2019s been a powerful tool to create excitement and hype videos.\u201d Over 150,000 Grande fans used the reminder button to make sure they didn\u2019t miss the \u201cThank U, Next\u201d video. At one point, more than 190,000 viewers were on the landing page simultaneously waiting for the clip to appear.<\/span><\/p>\n<p><span>Once the video arrives, logged-in users are able to start chatting with each other \u2014 and in the case of Grande\u2019s clips, with the singer herself. \u201cWhat we\u2019ve seen is that viewers like to go crazy: guessing what\u2019s going to happen, talking about key scenes and particular melodies,\u201d Wilms says. \u201cThe artists can be there to provide behind-the-scenes perspective.\u201d YouTube also temporarily disables the ability for viewers to skip forward on the video, so everyone is watching the same video at the same time \u2014 no spoilers allowed. \u201cThank U, Next\u201d had 829,000 simultaneous viewers generating over 400,000 chats.<\/span><\/p>\n<p><span>Virality feeds on itself, so the effects of using videos as a rallying point \u201care not simply felt on YouTube,\u201d according to Cohen. \u201cThe reverberations of creating this high viewership at a given moment spread to all the algorithms on all the services \u2014 they are felt on Youtube music, Spotify and Apple,\u201d he says. Reverberations also spread to Billboard\u2019s Hot 100, which incorporates YouTube streaming numbers.\u00a0<\/span><\/p>\n<p><span>Wilms was pleased to see videos from the day of the \u201cThank U, Next\u201d premiere made by fans \u201chaving viewing parties at work \u2014 dozens of people at work all watching, taking a moment out of their day together.\u201d \u201cIn an on-demand world we\u2019ve kind of lost the magical moment of when a music video drops,\u201d he reiterates. \u201cThis is bringing that back.\u201d<\/span><\/p>\n<p><a href=\"https:\/\/www.rollingstone.com\/music\/music-news\/youtube-unveils-premiere-feature-784746\/\" target=\"_blank\">via:: Rolling Stone<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Music videos seem to become more important every year: On-demand video streams increased by 24.3 percent to 274.9 billion in 2018, accelerating further after a 21.9 percent jump in 2017, according to data from the analytics company BuzzAngle. \u00a0\u201c[YouTube]\u2019s the best way to reach young fans,\u201d Jeff Vaughn, an A&amp;R at Artists Partners Group, told [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[98],"tags":[],"class_list":{"0":"post-792580","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-music-news"},"acf":[],"publishpress_future_action":{"enabled":false,"date":"2026-06-13 07:15:09","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"KSMT The Mountain","distributor_original_site_url":"https:\/\/alwaysmountaintime.com\/ksmt","push-errors":false,"_links":{"self":[{"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/posts\/792580","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/comments?post=792580"}],"version-history":[{"count":0,"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/posts\/792580\/revisions"}],"wp:attachment":[{"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/media?parent=792580"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/categories?post=792580"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alwaysmountaintime.com\/ksmt\/wp-json\/wp\/v2\/tags?post=792580"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}