The new age of digital: You Tube, Vlogger, and TV collaboration

I have so many new content ideas flowing through my brain right now that I thought it best to share it all with you! Yes, I know it’s been a while since I last posted much on line (other than via my own social networking channels), but I’ve been off living in the adventure of London and experiencing all it’s beautiful up’s and down’s. Anyhoo, cracking on, I wanted to bring to your attention two of the sweetest country voices I know. This Canadian duo rose to fame via through You Tube in October 2012, off the back of the youngest girl (Maisy) auditioning for a part in an American Musical drama television series. To cut a long story short, part of the plan to get these girls visa’s to work in the USA included capitalising on their musical abilities, so through posting some of their duet covers, including Robyn’s “Call Your Girlfriend” on You Tube, which went viral overnight and clocking up millions of views (not without some paid support, I would imagine) that finally got them the approval stamp they needed from US authorities that would allow them to take part in the show that is said to be  more famous for its musical talent, than the show itself. (Personally I disagree, I  love the show for both elements). Check out one of my favourite covers from them below:

The show had done really well, and even bagged commissioning for a third season off the back of marketing their musical talents, and touting the shows stars out to preform live at iconic country auditoriums like The Grand Old Oply. I think there are two take away keys from this story:

1. We can see some really budding opportunity for TV programmes to grow outside the normal square inch TV screen, without needing a large budget or even a large screening audience. Of course, this won’t work for every format of TV, but there are ways this could work across the board.

2. There really is a rise in collaboration between brands, and vloggers. Interestingly, this examples tracks back to 2012 when Michael Kors invited the musical set to FNO ‘Fashions biggest party of the year’ The pair couldn’t make it and recorded this video for them instead, which Mr Kors posted on their You Tube video titling the the video #MKFNO

Were Michael Kors trying to capitalise on the coattails of this pairs you tube stardom? Was it a genuine invite? Who knows, it was probably both; but in the world of digital today, we are noticing and talking about the rising trend of vloggers (a.k.a video bloggers) and like the marketers we are, Global brands like Nike, Ford, Kelloggs Curiously Cinnamon, and most recently British Airways have jumped on this band wagon; with many more beginning to look for ways to tap into the channels of high flying bloggers/vloggers. Do you have a large audience sitting watching you play your video game, or listen to your wild and crazy ideas? Could your blog/vlog be next?

XO

 

This is my digital insight blog to the world of brand marketing and the social web.

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