// The Word This Week

Hey there, digital dinosaur.

So we've covered picking platforms, making them pretty, creating content that doesn't suck, and finding your actual humans.

Today we're diving into the beast that could actually change your life: YouTube.

Not just "post a music video and hope" YouTube.

Strategic YouTube domination.

Plus, we're scouting the next generation of platforms that could be your secret weapon while everyone else is still figuring out TikTok.

Because here's the uncomfortable truth: YouTube is still the king of music discovery.

And while you're debating whether to dance on TikTok, indie artists are building million-subscriber empires on YouTube using strategies that would make major labels weep with envy.

Why YouTube Still Rules (And Why You're Probably Doing It Wrong)

Let's destroy some myths right up front.

Myth: "YouTube is over. It's all about TikTok now."
Reality: YouTube processes over 2.5 billion monthly users. TikTok has 1.7 billion.

Myth: "Long-form content is dead. Everyone wants 15-second clips."
Reality: Over 70% of YouTube watch time comes from videos longer than 4 minutes.

Myth: "You need expensive equipment to succeed on YouTube."
Reality: The biggest YouTube success stories of 2024 came from artists with phone cameras and raw authenticity.

Here's what actually matters in 2025:

1) The algorithm rewards satisfaction, not just views. YouTube now surveys viewers and tracks post-watch behaviour. A high click-through rate means nothing if people leave disappointed.

2) Multi-language audio is a game-changer. Channels dubbing content in multiple languages see 15% increased watch time from non-native viewers.

3) Shorts and long-form feed each other. They're not competing formats, they're complementary growth engines.

The YouTube Success Formula (That Actually Works)

Long-Form Strategy: Think Like a TV Show

Stop thinking about individual videos. Start thinking about series.

The Binge Factor: YouTube's algorithm loves session duration. One great video that leads to another > ten random uploads.

Series Ideas That You Can Take Inspiration From And Then Make Them Better Because I Just Asked ChatGPT To Suggest Some And My God Are The Titles Laughably Bad:

• "Song Stories" (weekly deep-dives into your lyrics)

• "Home Studio Hacks" (production tips using basic gear)

• "Cover Challenge" (weekly covers with your unique spin)

• "Making Of" (document your creative process)

The Chapter Hack: Add chapters to everything. Not just for user experience, those timestamped sections can rank in Google search results(!)

Shorts Strategy: The Conversion Funnel

Here's how artists are actually using Shorts to build careers:

The 1-5-10 Method for YouTube:

1. One killer 15-second hook (usually the chorus)

2. Five different visual contexts (studio, behind-scenes, live, gear, lifestyle)

3. Ten platform variations (vertical, square, horizontal cuts)

The Key: Use that same audio clip across multiple Shorts. By the time you release the full song, people are already humming along.

Real Example: NXCRE went from 17K to 1M+ subscribers in 6 months using this exact strategy: posting meme-style Shorts with his music as the soundtrack.

Live Streaming: Your Secret Weapon

YouTube Live is massively underutilized by musicians. Here's why you should try it:

Live Redirects: You can now "raid" other creators' streams when you end yours. Partner with fellow artists to cross-pollinate audiences.

Monetization Arsenal: Super Chats, Super Thanks, and Memberships start at just 500 subscribers now (not 1,000).

The Replay Value: Edit your live streams into highlight videos. One 2-hour stream can become 5-10 (or a hell of a lot more) shorter videos.

Platform-Specific Domination Tactics

YouTube Core (Long-Form Video Content, not some weird subgenre)

Thumbnail A/B Testing: YouTube's built-in testing lets you run 3 thumbnail variants. Use it. A better thumbnail can double your views.

The Premiere Strategy: Schedule your music video as a Premiere. Use the 48-hour countdown to build hype via community posts and social media.

End Screen Mastery: Link to playlists, not just individual videos. Keep viewers in your ecosystem.

YouTube Shorts

The Looping Secret: Shorts that get intentionally rewatched (completion rates over 100%) get massive algorithmic boosts.

Remix Culture: Use YouTube's Remix feature to respond to trending Shorts. Exposure to other creators' audiences = free discovery.

The Pinned Comment Funnel: Use pinned comments as conversion tools. "Full song here →" can drive traffic to your main content.

YouTube Community

Poll Power: Community polls often reach more subscribers than your videos. Use them to gauge interest before creating content.

The Countdown Strategy: Leading up to a release, post daily countdown updates. Keeps engagement high and builds anticipation.

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The Emerging Platform Playbook

While everyone's fighting over TikTok, smart artists are planting flags on the next generation of platforms.

Lemon8: The Aesthetic Goldmine

What It Is: Pinterest meets Instagram, owned by ByteDance.

The Opportunity: 50M+ downloads, 94% female users under 35.

Music Angle: Lifestyle content, tour diaries, aesthetic mood boards.

Why Now: Content is still scarce. Early adopters are getting massive engagement.

Stationhead: The Fan Engagement Hack

What It Is: Live audio "radio" where fans collectively stream music.

The Opportunity: 20M+ users across 1,000+ fan communities.

Music Angle: Host listening parties, take fan calls, coordinate chart campaigns.

Why Now: Every listener = a stream. 100 listeners = 100 concurrent streams.

Audius: The Anti-Spotify

What It Is: Decentralized music platform with 7.5M+ users.

The Opportunity: No gatekeepers, high audio quality, cryptocurrency rewards.

Music Angle: Exclusive releases, remixes, raw demos.

Why Now: Web3 music believers are growing. Early adopters could benefit if crypto rebounds.

BandLab Social: The Creator Community

What It Is: DAW + social network with 100M users.

The Opportunity: Collaborative creation, contests, grassroots discovery.

Music Angle: Find collaborators, remix contests, behind-the-scenes content.

Why Now: Labels and A&Rs are watching. Artists are getting signed from BandLab chart success.

The Trend-Spotting Framework

Don't get blindsided by the next big platform. Use this system:

Quantitative Signals:

• User Growth: Monthly active users jumping by millions

• Session Time: Average user engagement over 30 minutes

• VC Funding: Major investment rounds signal serious backing

• Third-Party Tools: Analytics sites and agencies sprouting up

Qualitative Signals:

• Watermarks in the Wild: Seeing platform logos on reposted content

• Share Button Integration: New apps appearing in your phone's share menu

• Talent Migration: Industry pros joining platform teams

• Cross-Platform Promotion: Established platforms adding integration

The 30-Minute Weekly Recon:

1. Check App Store rankings (Entertainment/Social categories)

2. Scan tech newsletters and subreddits

3. Monitor creator economy news sites

4. Update your "platforms to watch" list

Brutal Reality Check: What Actually Matters

Let me save you some pain:

What Won't Work:

• Posting the same content everywhere

• Chasing every new platform

• Expecting overnight success

• Ignoring your existing audience

What Will Work:

• Picking 2-3 platforms and dominating them

• Creating platform-specific content

• Building genuine relationships

• Staying consistent for months, not weeks

The Hard Truth: Most "emerging platforms" fail. But the ones that succeed can launch careers.

The key is balancing experimentation with focus.

Your Action Plan (Do This Today)

YouTube Domination:

1. Plan a series around your next release

2. A/B test your latest video's thumbnail

3. Add chapters to your music videos

4. Schedule a Premiere for your next drop

5. Create 3 Shorts from your last song using the 1-5-10 method

Platform Scouting:

1. Claim your handle on Lemon8, Stationhead, and Audius

2. Download and lurk on one new platform for 15 minutes

3. Join a Discord related to emerging platforms

4. Follow 5 tech journalists on Twitter/Bluesky/Threads/whatever

5. Set a weekly reminder for platform reconnaissance

Community Building:

1. Post a poll in YouTube Community

2. Schedule your next live stream

3. Reply to 10 comments across your platforms

4. Share behind-the-scenes content

5. Cross-promote between platforms

The Metrics That Actually Matter

YouTube Core:

• Click-Through Rate (aim for 5%+)

• Average View Duration (watch for drop-off points)

• Subscription Rate (which videos convert viewers to fans)

• Revenue per Video (what content pays)

YouTube Shorts:

• Completion Rate (above 100% means replays)

• Swipe vs View Rate (minimize early exits)

• Subscriber Conversion (views to followers)

• Cross-Platform Traffic (Shorts to long-form)

Emerging Platforms:

• Engagement Rate (small but passionate audience)

• Follower Growth (track monthly changes)

• Conversion to Main Platforms (do they find your music?)

• Platform Health (is the app growing or dying?)

Common Ways People F*ck This Up

The Weak Hook Problem: Using mediocre audio clips and expecting repetition to fix them.

The Shiny Object Syndrome: Jumping to every new platform without mastering current ones.

The Perfectionist Trap: Waiting for the "perfect" moment instead of just starting.

The Broadcast Mentality: Posting without engaging with your community.

The Impatience Disease: Giving up after weeks instead of months.

Next Issue Preview

Next week: Short-Form Video Mastery — the advanced tactics for creating videos that actually convert viewers into streams, not just views.

Until then, remember: YouTube isn't just a platform. It's a career-building machine disguised as a video site.

Stop treating it like a music video graveyard. Start treating it like your digital headquarters.

The artists winning right now aren't the ones with the biggest budgets.

They're the ones with the best systems.

Go build yours.

Keep creating (strategically),

Lance

P.S. If you're still posting music videos with zero strategy and wondering why you're stuck at 47 subscribers, this issue should be your wake-up call. YouTube rewards creators who understand the game, not just those who can play instruments.

The difference between a hobbyist and a professional isn't talent—it's strategy.

Time to get strategic.

If you want to join our community and learn from us in real-time, check out our V1LLAG3 Discord server. Ask questions about music, the industry, promotion, and anything else your heart desires.