Youtube Fashion Vloggers Dish On Branding Through Music
IT GOES BEYOND FASHION ROYALTY FREE MUSIC, IT’S ABOUT BUILDING YOUR BRAND
Ever watch your favourite Youtube blogger and leave a comment “what’s the name of the song”? Youtube fashion channels are licensing the coolest royalty free music often sending viewers on an audio scavenger hunt. Below are typical comments found in Youtube’s comment section:
Song name?
omg, love this song…
where can I get this music?
Fashion bloggers work hard at publishing amazing videos. Through creative means and consistent uploads, content creators are growing their fan base at an alarming rate. Chic background music and branding wizardry are contributors to their success.
“I spend a lot of time browsing the web for royalty free music. I’m searching for music I can enjoy in real life. If I can workout to it, I’ll use it. When I find a song I can listen to when I’m driving, then chances are I’m gonna use it in my video. You know you picked a good song when fans ask where they can find it”
BRANDING TIME
In building a recognisable brand, content creators are seeking unique soundtracks for video blogs. OCD types reuse the same music at the intro to each video reinforcing their brand while adding a touch of professionalism. It becomes their theme song. This is also typical with podcasts and product review Youtube channels.
“My videos look and sound professional. Others don’t spend as much time video editing. We’re all competing for viewers, fail to deliver and viewers go elsewhere.”
COPYRIGHT IS REAL
Most music libraries offer music licensing options covering a wide range of uses. It’s important to recognise copyright infringement as a potential nuisance resulting in video take downs and or worse, the dreaded channel ban.
“I’ve heard of popular Youtubers having their videos flagged for copyright claims. They use images, video content or background music without permission or valid license. I scour a music library’s music licensing policy before purchase. I’m looking for licensing options granting me the right to use their music in Youtube videos. The last thing I want for my video is a copyright strike. If you monetise videos through Youtube’s partner program, a ban results in a loss of income”
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SUPPORTING THE ARTISTIC COMMUNITY
Youtube seeking background music have a few options. Besides tradition licensing, many support up and coming artists in exchange for a credit.
“In the past, I’ve supported new artists by using their songs in my Youtube video. The only problem I’ve had is when they sign with a label. The copyright is then transferred from the artists to the label. Labels are notorious at copyrighting their newly acquired asset. That’s when Youtube infringement claims occurs as songs are registered with content id. When you use content id music in your videos, you encounter problems. Sometimes you must swap the audio out or remove the video altogether. It’s a real pain. I’d rather license music from a legitimate music library whose music isn’t and won’t be content id indexed.”
BROADCAST LIKE A PRO
It’s not only about the background instrumental music. Youtubers on average continuously sharpen their video editing skills. Investing in online tutorials, camera equipment and audio software doesn’t come cheap.
“Years ago when I started, I’d sit in front of the laptop, turn on the camera and proceed to broadcast”
Times have changed.
“Since then, I’ve upgraded my broadcast studio with bells and whistles”
Go Pro Camera
Film in a new location (spare room with proper lighting)
Backdrops and accessories
Lighting fixtures
3 Light diffusers
Video editing software
Video editing tutorials – both paid and free
Advertising and marketing tutorials
Music licensing
2 Microphones
To some, this set up borders on excessive. Uploading great content certainly does not require all of the above. But it’s doesn’t hurt to bring your A game.