UK music labels are launching their own YouTube channel, Transmitter, to promote UK artists with a mixture of live performances, interviews and album playbacks. The channel will launch in November as a joint venture between industry body BPI and online video firm LoveLive, which has previously worked with a range of artists, labels and brands on video projects.
“There’s been a lack of platforms that promote multiple artists. It used to happen on television, but since Top of the Pops finished there’s no weekly show any more in primetime that introduces consumers to what’s going on in music,” BPI chief executive Geoff Taylor told The Guardian.
“And on YouTube, there’s nothing for mainstream chart music that does that. The audience has moved from television to mobile, so we want to both help labels promote their artists and help fans find really high-quality content.”
The BPI points to a YouGov survey in May 2013 that found 77 per cent of 16-24 year-olds in the UK listening to music on YouTube, compared to 33 per cent listening to streaming music services like Spotify.