Google YouTube Creator Playbook Guide Music - Manual (Page 24)

24
Using the Talent
How can I use my artist or talent more effectively on YouTube?
If you’re a record label, making the most of your artist’s time is essential. Some call them drops, others call
them pick-ups, but when you have time with your talent, be sure to record simple pieces of content that will
have a big promotional impact.
Promotional videos and extra content
• Create YouTube-specific promotional videos
that are reusable as stand-alone videos or
bumpers for archived content. Make them
evergreen, or think ahead and record different
bumpers for tent-pole cultural events.
• Always include the key Call to Action: Subscribe
to the channel.
• Have the artist encourage audience
participation: Ask fans questions or solicit
comments and/or response videos.
• Capture casual, unscripted and behind-the-
scenes shots.
Artist Call to Action
• /IncubusTV includes a Call to Action for an
upcoming tour date.
Music video, behind the scenes
• /lovemspenny
Behind the scenes playlist
• /TaylorSwift features a “Behind the Scenes” playlist
on her channel.