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Thursday, February 27 • 14:45 - 16:15
We can twerk it out - a YouTube 101 (in three parts)

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Speaker: Panel moderated by Music Ally
YouTube is the largest online music service on the planet and is helping to break and create a new generation of stars. In addition YouTube is providing a platform for other brands to build huge new industries, from Vevo to the Multi Channel Networks (MCNs) like Maker Studios or You Generation. New stars in music and showbiz are launching themselves solely on YouTube. It has also changed the way we consume content and what we expect from the artists we love. This session is a YouTube 101. We’ll discuss the creative and commercial opportunities, look at viral case studies and hear straight from one breakthrough YouTuber how they did it.
Part 1 – Here, there and everywhere, everything you need to know about doing business on YouTube
This panel of experts will discuss YouTube at industry level – focusing on the business end of the world’s largest music platform. How to make money on YouTube, how much you can make, and how to engage with brands to extend your audience and engage with fans. The panel will draw on the experience of those behind a viral hit sensation, as well as active managers, label insiders and developers of talent and brand connections.
- Axel Myre Hyge (Product Manager / A&R Consultant at Warner Music Norway)
- Jim Leedham (Digital Operations Director at SYCO Entertainment)
- Scott Cohen (co-founder of The Orchard and manager of The Raveonettes and Dum Dum Girls)
Part 2 – Calling Ylvis: Ylvis the Fox, the story and the lessons
Ylvis The Fox was a runaway YouTube sensation. This short session will begin with a presentation from one of the people behind the viral hit, and then follow with questions about the strategy and execution behind it.
Presentation and interview with Axel Myre Hyge (Product Manager / A&R Consultant at Warner Music Norway), plus previous panelists.
Part 3 – Baby you’re a Rex man – meet the YouTubers
An interview with Rex Pearson. Rex Pearson is YouTuber, one of the new generation of musicians growing and engaging with a fanbase directly using YouTube, with over 42,000 subscribers and nearly two million video views built from scratch. He doesn’t have a label or a publisher, instead relying only on this platform for his audience and his livelihood. We find out how to work with YouTube, how to grow your audience, how engagement rather than views is key and what kinds of things work – and don’t work – on YouTube
(Interviewer: Karim Fanous, Music Ally).


Thursday February 27, 2014 14:45 - 16:15
Sal D

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