The platform has been built. Millions of creators are using it. Now YouTube is taking steps to make sure creators keep using it. The latest example is YouTube For Artists, a "how to" guide for getting the most out of YouTube. "What we're doing in a sense is putting the wisdom of the experts in the hands of everyone," says Vivien Lewit, director of music partnerships at the streaming giant.
YouTube For Artists is a music-focused version of its YouTube Creator Hub, a destination for resources and best practices for YouTube creators which Lewit says gets over one million viewers each month. It's also an extension of the workshops, such as YouTube Music Nashville, that teach creators how to maximize their presence on the platform.
There is a strategic element here. So many digital services provide tools and helpful information that these things have become a basic cost of doing business. Spotify For Artists is a collection of tools, best practices and explanation of the service. Pandora launched a set of data and visualization tools called AMP in October. Bandsintown debuted a suite of analytical tools in February. Bandcamp provides artists with real-time statistics. The list goes on.