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YouTube has become a breeding ground for teen stars, but what can marketers learn from these examples?
Fewer than three years after Justin Bieber and his mother posted his first video, Bieber finds himself in the same circles as Miley Cyrus and the Jonas Brothers, who both had help from the Disney Channel to propel their stardom.
Soulja Boy Tell ‘Em is another well-documented YouTube phenomenon, but his rise took a different path. Bieber was discovered by an entertainment industry marketing executive and courted as a rising star by Usher. Soulja Boy started by producing an independent album featuring Crank That. After the music video was posted, hundreds of remixes — featuring everyone from Blink 182’s Travis Barker to Dora the Explorer — accelerated the star’s newfound fame.
Savannah Outen started with a talent show video similar to Bieber. She hasn’t hit the Billboard Top 100 yet, but her first single made it onto Disney’s Top 30 Countdown. More importantly, she has more than 200,000 actively engaged subscribers to her YouTube channel. Outen is tapping into the aspirations of her teen female fans, who post their own performances and submit overwhelming positive comments to all her videos.
In the same way Outen appeals to female teens, Korean touch tapping guitarist Zack Kim draws in male teenagers with Guitar Hero aspirations. Perfect renditions of Super Mario and other theme songs have drawn more than 68 million people to view his videos.
Looking at these examples, we may be tempted to point at talent or content as the key to YouTube success. But there are still mountains of good videos on YouTube that never attract mass audiences. Something more needs to happen.
Originally From “The Eyes Have It”| Published April 8, 2010
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