Artists Utilising YouTube Shorts

It's been just over a year since YouTube Shorts launched globally. So this week, we're reflecting on YouTube Shorts' artist partnerships, and their popularity with music fans.

Blackpink's Dance Challenge

This month, Blackpink are partnering with YouTube Shorts for the #PinkVenomChallenge. The challenge is encouraging fans to recreate the dance moves featured in the official video for the group’s latest single, 'Pink Venom'. It follows the music video's release, which was celebrated with a special countdown livestream and a YouTube premiere.

The challenge is set to continue building buzz around the single up until September 15, which is the eve of Blackpinks's 'Born Pink' album release. At the time of writing, ‘Pink Venom' video has 253 million views on YouTube, while the challenge tag has amassed 59,000 videos. The song itself has been used in 473,000 Shorts. In its first 24 hours, the music video earned 90.4 million views, making it YouTube’s third biggest 24 hour music video debut of all time. Blackpink’s views are set to continue to grow, with the help a challenge that encourages repeated viewing.

Ed Sheeran's Album Preview

Last year, Ed Sheehan partnered with YouTube to bring a preview of his album '=' to Shorts. The campaign saw Sheeran tease the album's 14 songs across 14 YouTube Shorts. The campaign saw the superstar complete some fun and quirky activities, like stepping into an ice bath for 'Shivers', taking an outdoor shower for 'Stop The Rain' and having a solo dance party for 'Be Right Now'. During the rollout, the song previews were made available for users worldwide to create their own #SheeranShorts. This meant they had exclusive access to album snippets on Shorts, before official release. The hashtag has been used on 5,400 videos across YouTube since launching.

BTS Got Groovy and Sentimental

Like Blackpink, BTS encouraged their fans to get moving with the #PermissionToDance challenge, calling on Shorts users to recreate the dance moves from the official 'Permission To Dance' music video. The challenge was announced on August 15 last year, the week after the single’s music video premiered on YouTube. More than a year on, the music video has over 528 million views, while the #PermissionToDance tag has been included on 170,000 YouTube videos and the song has been used in 1 million Shorts.

The group followed up their dance challenge this year during the rollout for the 'Purpose' album, which saw them celebrate their 9 year anniversary. This time around, they added a sentimental touch, asking fans to share their favourite BTS memories, for a chance to be included in a special compilation video. The #MyBTStory tag has now been used on 165,000 posts.

While YouTube Shorts have paired up with a limited number of artists since launching globally, it's clear to see that their campaigns are well received by fans who are eager to engage with the musicians.

The Habit Weekly

Social Media, TikTok, Apps, Artist Tools, Reports, streaming

Key Takeaways From IFPI's Engaging With Music Report

Social Media, TikTok, Apps, Artist Tools, Reports, streaming

Last week, IFPI shared the Engaging with Music Report 2022, which features a collection of data sourced from 44,000 respondents, aged 16-64.

Social Media, TikTok, Apps, Artist Tools, Reports, streaming

Social Media, Campaigns, TikTok, Instagram, Apps, Artist Tools, Par

Zebr: The App Creating Viral Hits

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Beyoncé, Sam Smith, Doja Cat, Ed Sheeran, Billie Eilish and Dua Lipa all have a few things in common. Most of those things are outside the scope of this newsletter, so today, we’ll focus on just two of the commonalities. All of these artists have seen viral success on TikTok, and they’ve all gone viral with the help of Zebr.

Social Media, Campaigns, TikTok, Instagram, Apps, Artist Tools, Par

Campaigns, Platforms, Content, Partnerships, Apps, AR, Augmented Reality, Social Media

How Snap and Live Nation Are Bringing AR to Live Music

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Back in May, we shared the news that Live Nation and Snap were joinig forces to deliver a series of augmented reality (AR) filters for a range of live music events, as part of a multi-year deal.

Campaigns, Platforms, Content, Partnerships, Apps, AR, Augmented Reality, Social Media

Campaigns, Platforms, Content, Partnerships, Apps, YouTube, DSPs, YouTube Shorts

Artists Utilising YouTube Shorts

Campaigns, Platforms, Content, Partnerships, Apps, YouTube, DSPs, YouTube Shorts

It's been just over a year since YouTube Shorts launched globally. So this week, we're reflecting on YouTube Shorts' artist partnerships, and their popularity with music fans.

Campaigns, Platforms, Content, Partnerships, Apps, YouTube, DSPs, YouTube Shorts

Platforms, Apps, Campaigns, DSPs, streaming, Trends

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This year’s report focuses on Generation Z, exploring how they’re “shaping audio streaming and culture” at large.

Platforms, Apps, Campaigns, DSPs, streaming, Trends

Platforms, Apps, Campaigns, DSPs

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Platforms, Apps, Campaigns, DSPs

How DSPs are backing BTS' new album

Platforms, Apps, Campaigns, DSPs

Whether they’re live streaming to millions of fans, breaking chart records or rolling out a new campaign, there’s often something fascinating going on in the world of K-Pop supergroup BTS. This week, they’ve piqued our interest as they’ve built the hype for their anthology album ‘Proof’, out today via Big Hit Music.

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Promoting 'Harry's House'

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In late March, Harry Styles delighted his fans when he announced that his third album, ‘Harry’s House’ would be released on May 20th.
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Artists Who’ve Embraced The Power Of Apps

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]Each day, we open our phones and access a multitude of apps. Some for fun, some for convenience and some out of necessity. The past decade has seen a boom in the world of apps, with design capabilities improving and our overall time spent on apps increasing. This week, we’re taking a look at some of the best executed mobile phone apps from musicians.

Platforms, Apps, Campaigns