YouTube Italy Electronic Music Content Opportunity Analysis™ 2019-2022

Content Opportunity Methodology

1. Measure & Categorize: Sample a large number of social posts to find ones that are significantly outperforming the average.
2. Identify Top Themes: Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.
3. Identify a Benchmark: Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
4. Identify Opportunities: Look at the data and find the content themes that are resonating with the audience based on a set of top creators.
5. Repeat For Each Platform: Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.

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YouTube Content Bucket Definitions

• Unique Location Mix: Relative to the typical mix that’s either filmed live or in a curated studio, these mixes focus on beautiful and remote vistas in combination with some live instrument elements to create a very authentic EDM mix.
• Remade Songs: This category focuses on artists taking a known song or sample and reimagining it, through various styles of production, into a new genre.
• Song Production Breakdown: Videos that breakdown the varying aspects, styles, and application of electronic dance music production.
• Live Mashups: Live Mashups where DJs will take multiple tracks and tastefully mix through their most prominent elements live or on camera.
• Styled Remixes: Although similar to “Remade Songs” this content is purely focused on the remix of a song with its existing parts, as opposed to creating an entirely new production for the song.
• Acoustic Remakes: Popular songs by EDM artists are covered in either small or complete forms through an acoustic instrument.
• MIDI Controller Performance: Videos that focus on a content creator recreating or performing parts of songs on a MIDI controller.
• Synthesizer Walkthrough: Not to be mistaken with a performance, these videos focus on an informative approach to showcasing what a specific synthesizer sounds like, along with with the different options available within it.
• Synthesizer Performance: Content creators perform some variety of musical arrangement on a specific synthesizer.

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Unique Location Set is an extreme performing content opportunity, averaging more than 3X the benchmark rate on YouTube.

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Excellent performing content opportunities for the Italian electronic music audience on YouTube include:

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Good performing content opportunities for the Italian electronic music audience on YouTube include:

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Substandard performing content for the Italian electronic music audience on YouTube include:

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Low performing content for the Italian electronic music audience on YouTube include:

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Extreme Performing Segment:

1. Unique Location Set

Relative to the typical mix that’s either filmed live or in a curated studio, these mixes focus on beautiful and remote vistas in combination with live instrument elements to create a very authentic EDM mix.

Tactics to Implement:

• Notable Areas: Each video in this category chooses specific areas to film that are either landmarks or common areas known for having an amazing view.
• Minimal: The performance in these mixes match the aesthetic of the chosen vista by NOT using any additional production tools beyond their music. I.e. light shows, smoke machines, etc.

Content Opportunities:

• Long Form: Typical EDM Mix content on YouTube is by enlarge lyric videos or a specific visualizer for the whole length of the video. This content bucket not only delivers desirable music, but adds an extremely powerful visual aspect as well, making the video act more as evergreen content than topical.

4.9M Views

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4M Views

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Content Opportunities:

2. Remade Songs

This category focuses on artists taking a known song or sample and reimagining it, through various styles of production, into a new genre.

Tactics to Implement:

• Artist Style Combinations: Top performers in this category would often take the approach of reproducing a particular artist’s style, and then remixing a song in that respective style. A good example of this would look like “[Song Title] if [Known Artist] Made it!”
• The Process: Certain parts of these types of videos will showcase either how the content creator arrived at creating this idea, or what the production behind it looked like as they worked on it.

Content Opportunities:

• This is a style of video that thrives off positive association, so the best way to capitalize on this would be to see where iconic musical styles can be easily paired with newer trends.

435K Views

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225K Views

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3. Song Production Breakdown

Videos that breakdown the varying aspects, styles, and application of electronic dance music production.

Tactics to Implement:

• Informative: This style of content centres itself on the ability to simultaneously be informative and interesting.
• Software: It’s typical for high performing content to have a screen recording of the production software in a video.
• Topical: As stated above, ensure that the content examined is topical to the viewer on some level, whether that be through association or nostalgia, there needs to be a connection to engage the viewer.

Content Opportunities:

• Relevance: When looking for topics to explore with this style of video, look for music that’s easily accessible to the viewer. For example, Running Up That Hill by Kate Bush was featured in Stranger Things and videos such as this started appearing not long after.

242K Views

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148K Views

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Outliers:

These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.

1. Unique Location Mix

8.4M Views

2. Acoustic Remakes

3.6M Views

Length: 35:37, 14:07

Content: Although these two videos are technically from two different categories, they create a contrast between the two styles of content and what it looks like with good executing. In addition, you can see that they borrow from each other with how’re they’re filmed in a cinematic format and maintains that intimate approach to production.

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3. Synth Walkthrough

Length: 11:34

Content: Videos where specific synthesizers are played showcasing their varied character and ability.

232K Views

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4. Live Mashups

Length: 0:26 & 0:26

Content: Live Mashups where DJs will take multiple tracks and tastefully mix through their most prominent elements live. Typically published as a YouTube Short.

1.9M Views

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1.6M Views