Value Creation on YouTube: How Musicians, YouTubers and Commercial Networks Create Social, Cultural...
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VALUE CREATION ON YOUTUBE
Lorenz Grünewald, M.A.
Joachim Haupt, M.A.
How Musicians, YouTubers and Commercial Networks Create Social, Cultural and
Economic Capital
Research Question
How and with whom do musicians on Youtube create
which forms of value?
AGENDA
1
2
3
4
Theoretical Framework & MethodologyResearch basis
Research InsightsCultural, Social and Economical Value Perspectives
Media IntermediationHow YouTube Structures the Value Creation of YouTubers
ConclusionScope, More Forms of Capital and (un)equality
1 Theoretical Framework & MethodologyResearch basis
Theoretical FrameworkYouTube as a Holistic Economy with Contingent Definitions of Value
Cas
tells
, 200
9
Circulation/Exchange!Economic Capital Cultural Capital Social Capital
Bour
dieu
, 198
6
Value is what is processed in every dominant network at every time in every space according to the hierarchy programmed in the network by the actors acting upon the network.
“
Methodology Object of research and research method
FocusYoutuber Germany Musicians
MethodsIn-depth interviews Exploratory approach Qualitative content analysis Induction/Deduction
DimensionsContent Careers Identity/Selfconcepts Networks/Collaborators
InterviewsYoutube Musicians
Name alias does… on YT since Abonennten overall views number of videos
Gregor Hilden GregsGuitars Gitarrensoli 2007 42.266 43.921.289 5900
Rieke Werner StrawbellyCake Anime-Songs 2010 53.998 7.048.627 105
Noah Hunold Noah Hunold Sound-Tutorials 2008 3.553 395.696 77
Robin Segebarth DeservingDeath A-Capella-Solo 2007 17.136 3.538.538 145
Jannik Brunke JannikBMusic Pop-Musik 2012 25.771 1.358.494 43
Lukas Moeller YoungPianoTV Piano-Cover 2009 20.094 3.325.719 174
Jan-Hendrik Dreyer J Dryor / Playerboy Hip Hop Satire 2010 12.972 304.209 13
Anonym Anonym Rock-Musik 2006 124.008 8.757.311 36
Vincent Lee Rosovits Vincent Lee Music Musikproduzent 2010 25.513 1.742.648 96
Christian Behrens - Manager McFitti 2012 113.462 19.569.325 124
+ an anonymous representative from UFA Labs, a TV production studio also working with YouTubers
Ten interviews from April to Mai 2014Duration: 49 to 77 Minutes
2 Research InsightsCultural, Social and Economical Value Perspectives
Cultu
ral Social
Economic
Exploring Value CreationPerspectives and Practices
Cultural Perspective
Skills as Starting Point Famous YouTubers as Role Models Cross-Promotion & Collaborations Cover Songs and Parodies Importance of Freedom and Cultural Intuition Various Forms of Selfpresentation and Fan Communication
!
ADDING UP TO CULTURAL CAPITAL
From Skills to Cultural Capital Cultu
ral Social
Economic
The Story of…J Dryor alias Playerboy
JuliansBlog
Social Perspective
Friends and Acquaintances Fans as an Active Audience Subscribers as a Key Figure Economy of Collaboration Calculus vs. sympathy and friendships
!
ADDING UP TO SOCIAL CAPITAL
The Valorization of Relationships Cultu
ral Social
Economic
The Story of…Vincent Lee
Economic Perspective
YouTube Partner Programme Monetization by Advertising Indirect Revenues Professionalization Fostering the Economy of Collaboration
!
ADDING UP TO MONETARY CAPITAL
YouTube as a Source of Income Cultu
ral Social
Economic
The Story of…YoungPianoTV
„Wow, the guy who used to be
on a poster in my child’s room
just gave me feedback!“
“
Friendship
Relationships
Collaboration
Networking
Fan Communication
Economy of Collaboration
Cultu
ral Social
Economic
Skills Role Models
Cross Promotion
Cover Songs Freedom Intuition
Selfpresentation
YouTube Partner Programme Monetization by Advertising
Copyright Indirect Revenues Professionalization
How YouTubers Create Value…and with whom?
MCN+
What do MCN do?Quotations from our interviews
Today nothing really works without a network. If you wanna get support and you contact Google without being in a network, you can wait for two month until you will get a reply. And if you are part of a network you will be served more quickly.
“Selected network partners will be placed on the homepage in cooperation with YouTube. [Or] you can get special permissions like for music that would otherwise not be displayed because of the GEMA but it is unlocked for such a purpose.
“
Ranking of the top 10 YouTube partners according to their unique viewers in Sep. 2013 (in Mio. in GER) | Source: comScore / Statista 2014
Multi-Channel Networks
Multi-Channel Networks
Companies with economic interest Collect and Administrate YouTube(r’s) Channels Locked into Content-ID (Tracking and Blocking Content) Attract Advertisers Earn Revenue from Advertising Empower and Connect YouTubers
The Rationalization of Value Creation
3 Media IntermediationHow YouTube Structures the Value Creation of YouTubers
Intermediaries…offer services between two parties
Artist Record Company Distributor Retailer Fan
Intermediaries
Dis-IntermediationThrough digitally networked media
Artist Fan
YouTube, Bandcamp, Facebook
Re-Intermediation…?Through digitally networked media
ArtistFan
YouTube, Bandcamp, Facebook
MCN
???Artist
Artist
Artist
Media-Mediation?Through digitally networked media
Artist FanYouTube
Media-Intermediation
YouTube’s “Scope“Empowerment Through Digitally Networked Mediation Media
YouTubeYouTube
The possibility to plan viral [video] was gradually scaled back. With just one video you have fewer and fewer influence on how many people get to see your video. Some people talk of conspiracies. (YouTube Musician in an interview)
“SCOPE
YouTube? SoundCloud?
Bandcamp?
What do MCN do?Empowerment and Rationalisation
YouTubeYouTube
Systematic ‚Cross-Promotion‘ Dealing with legal issues (strikes) Getting licences Coaching (Format Development, Channel & Profile Building) Studios & Equipment Relationships w/ YouTube
SCOPE
MCNs influence YouTube’s Scopein social, cultural and economic respects
MCNArtist
Artist
Artist
Label
YouTubeYouTube
SCOPE
YouTube
It’s about the scopeAnd about increasing it through empowerment
Artist FanYouTube
Media-Intermediation
MCN
4 ConclusionScope, More Forms of Capital and (un)equality
ConclusionEmpowerment and Rationalisation
‚New’ forms of capital as restricting element in of value creation & participation MCNs trying to concentrate cultural and social capital Additional source of inequality in the network society Neo-Capitalism vs. Post-Capitalism
!
YouTubeYouTube
SCOPE
MCN
Friendship
Relationships
Collaboration
Networking
Fan Communication
Economy of Collaboration
Cultu
ral Social
Economic
Skills Role Models
Cross Promotion
Cover Songs Freedom Intuition
Selfpresentation
YouTube Partner Programme Monetization by Advertising
Copyright Indirect Revenues Professionalization
Summary
Thank You!Lorenz Grünewald, M.A.
Joachim Haupt, M.A.
@lorenzguitar
@joachimhaupt