Introduction
Optimized Video Production for the Music Industry
(under construction)
August 2010
Contact:
502.648.0066
Production of search optimized video
to convert traditional
and social media
into ticket and music sales
for bands and festivals
Links
Services
Multi-track Audio Recording
Audio Mixing & Mastering
Video Production
Video Post-production
Video Search Optimization
Search Marketing
Search Strategy
Search Analysis
Introduction
NOW.SEE.HEAR. is a marketing product for bands and festivals that evolved from video search technology researched and developed by Keith Robbins. Keith has provided this technology to bands and festivals since 2007 and formally launched Now.See.Hear. in 2010. He is a film maker, social media strategist and video search engine expert and has combined these skills to create video marketing strategies on YouTube. Now.See.Hear produces video content using an approach that is tested and proven to deliver results. NSH search technology guarantees your content will be seen. Once your video is online, it also produces performance data that becomes a valuable part of a comprehensive marketing strategy.
Research & Development
Over the last 2 years, he has produced over 400 videos of more than 45 different acts. These video assets contributed to development of:
1. techniques for producing videos that are effective in holding the attention
of online viewers
2. methods of optimizing video uploads for YouTube's search engine.
Marketing on YouTube
YouTube is a search engine for videos. It's the first place most people go if they want to learn more about a band they discovered in social media, traditional media or from a concert listing.
It turns out that a surprising majority of the YouTube views for most artists is music fans checking out a band with an upcoming show in their area or buzz in media. It shouldn't come as a surprise though when you consider that YouTube has made it possible for people to find and view a sample of your product, something other consumer product companies do all the time.
Food companies provide product samples right in the supermarket because the shoppers are their target audience and the store is the point of sale. Where do music fans buy songs and tickets? iTunes and Ticketmaster. Low quality videos are missed opportunities to gain fans and sell tickets. And high quality videos can’t help either if they aren’t seen because they don’t appear high enough in search results.
For bands, the primary goal of optimized video is growth, exposure and sales. It is not about fan engagement because YouTube is not social media. An online search for your band is an opportunity to gain new fans and sell concert tickets and music. The goal is to capture and convert the search traffic created by traditional media, social media, street teams and word of mouth into revenue. Once you understand where the views are coming from, it becomes clear how important it is to have a strategy to capitalize on that traffic. Then, you can create video content that fits the band's marketing strategy.
Over time, you can use the video performance data to analyze the success of marketing efforts by channel and identify new opportunities. Data is also used measure the success of optimization and make adjustments accordingly. YouTube data can also tell you what fans are actually doing. One of the clear points made in Malcolm Gladwell's book 'Blink' is that you will not get good information by asking fans what they think or do.
Production
The style and format of videos is geared toward the music fan listening to the band for the first time and converting that viewer into a fan. In other words, the bands are making a video to serve their marketing interests, not give away free product to fans.
Obviously, high quality audio is critical. HD quality video quality is also important but resolution alone does not make it effective. For music, the goal is to accelerate 'comprehension' of the music by using camera angles, shot composition and editing techniques that psycho-acoustically enhance the sound and focus the listener on the important elements of the music. The approach and editing style convey the branding message. Scenes in the video should tell a story, reinforce an emotional connection to the music or create a physical response (smiling, tapping, etc.) Ultimately, you want the viewer to recognize some personal connection to the musicians.
Connect with Fans
Making a connection with listeners is what music is all about. Music is universal and it plays a role in our interactions with other people. It is even essential to the development and health of the human brain. We all listen to music but very few people are knowledgeable about music and even fewer can communicate on the subject. It's similar to postage stamps; everyone buys postage stamps but very few people are stamp collectors.
You have to show them why they should listen to you. And you have to provide them with a tool to communicate that they can share with friends that works to your benefit. Don't count on enthusiastic fans (or even media) to describe your music. Give them a sample so they get it right.
Bands
The Ahn Trio
The Avett Brothers
Band of Horses
Ben Kweller
Ben Sollee
Brett Dennen
The Black Crowes
The Black Keys
Cage The Elephant
Cass McCombs
Catfish Haven
Chin Chin
Crystal Thomas
Disco Biscuits
Dr. Dog
Early Day Miners
Extra Golden
Film School
Girls Guns & Glory
GZA
Groovatron
How I Became The Bomb
JD Shelburne
Kate Taylor
Liberation Prophecy
Lisa Hannigan
Margot & the Nuclear So & So's
Noizejoi
The Photographic
Pomogranates
Pretty Lights
The New Mastersounds
The Protomen
Tortoise
Starfucker
Seepeoples
Snowden
Steve Wariner
Umphrey's McGee
VHS or Beta
Craig Wagner
The Watson Twins
The Whigs
Widespread Panic
Yonder Mountain String Band
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Audio and video content, web design and graphics created by Keith Robbins.
(c) 2010 Keith W. Robbins