4 ms·
Sounds cheap. This one has 40k views less than 12 hours after being posted.
by rvense 5y ago
Sounds cheap. This one has 40k views less than 12 hours after being posted.
- b20000 5y agoi don’t see the economics working, but ok
- trollied 5y agoIt’s a $1000 product. By sponsoring such a channel, you’re actually marketing to the exact people that you’d want to advertise to, all 2 million of them. You don’t need to sell many for it to make sense.
- b20000 5y agoviewing that video one time is not going to make you buy the product. so in reality you have to be seeing multiple videos like that about 10 times. which means you need multiple creators like that and spend $$$$ on ads.
- rvense 5y agoWhich is exactly what they're doing. The set of people they have making videos for this is like the Who's Who of synth youtube, and arguably the most important avenue for advertising this kind of product nowadays.
- trollied 5y agoIndeed. Specialist YouTube channels are a goldmine, that’s why they work. It’s the new version of specialist magazines as far as advertising goes.
- brtkdotse 5y agoIf 0.025% (a tenth of a quarter of a percent) of the people who watched the video _so far_ buy a unit, they're already break even. And that's only considering the 44k people who watched the video in the first 12 hours.
- motogpjimbo 5y agoA significant percentage of the audience for Andrew Huang, Loopop and similar channels regularly buy synths and studio gear, and are largely guided to those purchases by these YouTube reviews. That gear typically isn't inexpensive; the Syntakt is £850, yet a lot of people will be buying this device in the next few days after watching Andrew Huang et al review it. I would be amazed if synth influencers were unable to make a very decent living from reviewing gear, given the relative affluence of their subscribers.
- biztos 5y agoI’m a synth dilettante and I absolutely look at these channels for inspiration and validation on what to buy, and sometimes for tips on how to use it. Andrew Huang and True Cuckoo for the enthusiasm, sometimes also Ricky Tinez; Loopop and Sonicstate for thorough reviews; and Bad Gear to keep me grounded. So yeah, if you want my next thousand bucks your chances are pretty good if all these guys like your gear. Or appear to like it.
- motogpjimbo 5y agoPersonally, I try to stay away from "lifestyle synthesists" like Andrew Huang, Bo Beats and (to a certain extent) Ricky Tinez. I don't like the feeling that I'm being marketed to by an influencer who is in it for the money rather than for the music itself. Loopop is great for reviews of new gear because he's clinical with his descriptions, but otherwise I try to focus more on channels like Alex Ball, Bad Gear and Matt Johnson, where the music-making process is at the forefront.
- biztos 5y agoI feel like Andrew Huang is in another league of YouTuberdom with the high production values, it’s almost as if “YouTube” is his genre and he happens to be into synthesizers. Whereas Bad Gear is like what I would make if I knew anything and wasn’t lazy. Funny, I count 12 Syntakt videos just among my subscriptions and I’m not even a musician. Elektron must have sent out a lot of these.