Record labels target young music fans as YouTube becomes No.1 youth brand and most listened to music service in the UK
TRANSMITTER is a major new YouTube music channel promoting British music, which launches on November 11th in a joint project between BPI, the body representing UK record labels, and music media company LoveLive.
TRANSMITTER aims to create a great new destination for music fans, with daily programming showcasing the UK's most exciting and influential artists, in new formats made for YouTube and curated by artists themselves. Featuring unique collaborations and weekly live streamed shows from the TRANSMITTER studio, the channel will provide an innovative alternative to the limited opportunities for music on traditional TV.
Artists as diverse as Tinie Tempah, Jon Newman, The 1975, Sub Focus, Drenge, The Saturdays, James Arthur, Wretch 32, Miles Kane, Kodaline and The Wanted plus overseas stars including The Strypes, Sean Paul and Janelle Monae are already confirmed to be among the first artists to appear on the channel, with exclusive performances, album playbacks and insights into their passions and the artists they love.
Parlophone-signed artist, Tinie Tempah, comments: “I think Transmitter is a great and exciting new way for artists to talk about music in detail, from their early influences to new and exciting discoveries, all within one of the biggest platforms for music in the world!”
Created specifically for YouTube, TRANSMITTER will be a mix of the video on-demand programmes that make YouTube the most popular video site in the world, and regular live programming: On THE HOOK-UP artists collaborate with other artists to create something genuinely fresh and new, while on FIRST PLAY fans can listen and chat with their favourite artist as their new album is played live for the first time. On MATCHMAKER artists collaborate with YouTubers to reveal what secret passions make them tick. The weekly magazine show LIVE AT 5 (launching January 2014), meanwhile, will pose a unique opportunity for musical discussion and fans to be a part of the action – they’ll be able to watch and participate both online and even in person with a chance to be in the TRANSMITTER studio audience.
BPI and BRITs Chief Executive, Geoff Taylor, comments: “YouTube has become the most popular place to listen to music online, but until now it hasn't been as easy as it should be for fans to discover new artists and keep up with the latest releases. Transmitter will feature a wide range of the UK's most exciting artists week in, week out in high-quality, original, new programming with a YouTube twist. It's a new way for artists to connect, and it fills the void left by shrinking opportunities for music on TV. Transmitter is another step confirming the UK as the leading digital music market in Europe."
YouTube recently beat Google and Facebook to become the top youth brand voted for by 16-24 year olds in the UK. It was also reported recently that 77% of 16-24 year olds now listen to music on YouTube compared to 33% via streaming services such as Spotify and even 74% via their own personalised mp3 player*. *YouGov May 2013
BPI believes there is a great opportunity for the right music portal and TRANSMITTER is the first to make a bold leap with the support of some of the most exciting artists in the industry.
TRANSMITTER is about promoting and celebrating the best of British music on a truly global platform. You will find the most exciting new and established names across all genres sharing space to talk about their favourite music and the records that inspired them as well as track-by-tracks of new albums, first listens, fan Q&As, mini-documentaries, sessions with artist collaborations and a great deal more.
TRANSMITTER will tap directly into artists’ passions, providing an engaging place for them to shout about the music that they love – from breaking UK talent to the legendary artists who inspired them.
Will McGillivray, Head of Content & Programming at LoveLive, adds: “TRANSMITTER aspires to be a genuinely new music channel for our times: By giving artists the opportunity to use the channel as a playground to collaborate, curate and celebrate the music that they love, we will create authentic and entertaining content that embraces pop culture in a fresh new way.”
“For years, it’s been reported that a void has existed for entertaining, artist-driven music programming via traditional media, so it feels especially apt that TRANSMITTER is introduced to YouTube, where the fans are,” adds Toby L, Creative Director at LoveLive.
“The project also marks LoveLive’s second collaboration with the BPI, who commissioned us to produce the digital campaign for the BRITs earlier this year; it’s a pleasure to be teaming up once again on something so culturally infused and exciting.”
Paul Smernicki, Universal Music UK’s Director of Digital, comments: "Nurturing a truly engaged audience in a world of online noise is absolutely critical, but not always easy to do. To succeed, you have to understand the YouTube audience and give them exactly what they want, delivered in just the right way. Transmitter does that and I believe has all the elements to become a key part of our music landscape. The fact so many great artists are already on board tells its own story."
Niamh O’Reilly, Senior Director Digital Marketing, Sony Music, comments: “We are really excited about the opportunities this exciting and fresh new channel will provide for our artists to reach their fans.”
TRANSMITTER arrives on November 11th. Subscribe now to be first in the know at http://youtube.com/transmitter
