Tubeway Army

Video bills the radio star

Virgin America, Lionsgate Films, and Guitar Hero are the sponsors of YouTube’s first major venture outside of the restraints of its online video portal. YouTube Live (taking place on 22nd November) will bring to life many of the videos and talent that YouTube viewers have already made popular on the site. Musicians appearing at the event will include Akon, Soulyja Boy, will.i.am, rock band Sickpuppies, UK beatboxer Beardyman, Dutch teenage singer Esmee Denters, and ukulele player Julia Nuanes.The Vlog Squad, a group of long-time YouTube community members – such as Tay Zonday and Lisa Nova – will offer exclusive, behind-the-scenes access from different areas of the venue. Fans can apply for tickets to the event online.

So what?: YouTube is coming out of the virtual shadows, better watch out for chubby fellas with lightsabers and Numa Numa man’s flaying arms. OK, so maybe YouTube is more obviously remembered for the less cerebral of its varied content; however music has also played a critical role. By letting its many UGC stars take to the road, this sees the ubiquitous video portal taking a more traditional music route. The question here is whether or not artists that are normally contained within digital boundaries are an effective mix when grouped together. For better or of worse, this is the YouTube version of the Traveling Wilburys, elected and created by the consumers themselves.

“YouTube is already omnipresent in the music lives of many of their existing punters, so I assume this must be more of an attempt to reach out to new consumers. The involvement of long-term site members is a nice idea and reflects the longstanding UGC and authenticity values of YouTube. The artists selection seems a little bit of a mish-mash, but again that is arguably what YouTube is all about.”
Dom Hodge, Associate Director, FRUKT

www.youtube.com