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.
“With our new short form mini-series, we’re sharing our creative playbook with artists; empowering them to produce a steady drumbeat of videos that provide an unprecedented look inside their lives, music, and projects in a format and tone that resonates and connects them with their massive global audience on YouTube,” said Lyor Cohen, YouTube’s global head of business.
The videos will be hosted on the artists’ official YouTube channels and will be 100 percent owned by the artists and their teams.
Eilish’s mini-series was created as a companion to her upcoming album on Interscope, WHEN WE ALL FALL ASLEEP, WHERE DO WE GO, with the first episode intended to accompany the recent single “bury a friend.” Each new episode will bring fans into the creative process for a different song.
“The visual elements in my work have always been super important to me,” said Eilish in a statement. “I’ve connected with so many of you over the years through my music videos on YouTube and thanks to them I now have the chance to make this mini-series for you all. It’s just so dope that I get to reveal even more of what goes on inside my head. Stuff that I’ve never shared before. I’m psyched for you all to see.”
Cohen added that after speaking with Interscope CEO John Janick, “It’s clear Billie is not only extremely talented, but also devastatingly fearless. She’s the perfect artist to jumpstart this project.”
Watch Eilish’s first episode here: