YouTube Music announced a new original content series initiative on Friday, partnering with Billie Eilish for the launch.
Throughout the forthcoming series, YouTube Music will team with artists to develop mini-series' for their YouTube channels with a focus on giving the acts increased presence on the platform. The series will all be at least three pieces long and will mix music with original content, allowing artists to express themselves and connect with fans in new ways.
The episodes will draw inspiration from short-form video formats popular on YouTube, such as reaction videos, explainers and intimate conversations. The intent is to help artists identify and develop ideas using formats that work particularly well on YouTube, as well as connect with innovative content creators and further develop relationships with fans.