YouTube Japan Electronic Music Content Opportunity Analysis™ 2019-2022
Content Opportunity Methodology
- Measure & Categorize. Sample a large number of social posts to find ones that are significantly outperforming the average.
- Identify Top Themes. Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.
- Identify a Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
- Identify Opportunities, Look at the data and find the content themes that are resonating with the audience based on a set of top creators.
- Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.
YouTube Content Bucket Definitions
- Mini Mix Routine: Videos of DJs performing a short mix in under 10 minutes.
- Stream Set: A DJ performing a complete set for online viewers.
- Virtual Festival Stream: Full-day live stream of virtual electronic festivals with multiple performances from various DJs.
- Set in a Unique Location: High production videos of artists playing sets in outrageously stunning or unique locations.
- Docs & Interviews: Videos presenting informative content related to the Japanese electronic music scene.
- Gear Demo & Review: Creators review and demo various kinds of controllers, systems, tools, plugins, synths and more.
- Tutorials & Lessons: Long-form videos that provide an in-depth look at music production equipment, software and techniques.
- Artist Demo: Performances by well-known electronic artists on featured equipment.
- THREE THE HARDWARE: HIHATT's series in which artists have to produce music using only second-hand equipment purchased with the amount they roll on a dice.
- DJ Tips & Tricks: DJs share the best tips and tricks for mixing and scratching.
- DJ Commentary: Creators discuss news/updates and provide commentary on Japanese electronic music.
Mini Mix Routine is an extreme performing content opportunity, averaging 3X the views & engagement rate on YouTube.
Excellent performing content opportunities for the Japanese electronic music audience on YouTube include:
Good performing content for the Japanese electronic music audience on YouTube include:
Substandard performing content for the Japanese electronic music audience on YouTube include:
Low performing content for the Japanese electronic music audience on YouTube include:
Extreme Performing Segment:
Mini Mix Routine
Burn World DJ Contest Champion, Yamato, shared a series of short mix routines on YouTube which generated more than 3X the data set’s views + engagements benchmark.
Tactics to Implement:
- Video Lengths: Mini mix routine videos range from 5 to 10 minutes. These differ from Stream Sets as they do not include a whole routine.
- Lighting and Visuals: Yamato makes the sets more visually appealing by using a pink/purple light in the first video shown below and with a projector with visuals in the second video shown below.
- Yamato challenges himself by adding 4 decks and 28 tracks in 5 minutes. Create a series where DJ skills are put to the test by having them use a certain number of decks and tracks within a short time frame.
*Extreme performing content opportunities were omitted from the benchmark average to prevent skewing.
1. Stream Set
Stream from full DJ routines. Top videos featured the Japanese music producer affiliated with HARDCORE TANO*C, and USAO.
Tactics to Implement:
- J-Core: HARDCORE TANO*C is known for releasing music focused on various forms of hardcore techno such, as J-Core (Japanese Hardcore). J-core features heavy usage of samples derived from video games and anime, colourful kawaii imagery and album graphics, and the general borrowing of elements from denpa and otaku culture*.
- Chapters: In the top two performing stream set videos, HARDCORE TANO*C uses video chapters so that viewers can easily skip to certain songs within the set.
- Utilize YouTube to stream full DJ routines. Branch out from the mainstream and feature notable J-core producers such as REDALiCE, USAO or t+pazolite.
2. Virtual Festival Stream
Top Virtual Festival Stream videos were shared by HARDCORE TANO*C in May 2020 and 2022. Streams featured various artists from the HARDCORE TANO*C crew and other guest performers.
Tactics to Implement:
- Livestream: Sets were streamed live on YouTube, which allowed viewers to engage in real-time. Additionally, HARDCORE TANO*C featured the comments on the bottom left of the stream’s screen.
- Timetable: Videos included a timetable at the beginning of each stream so that viewers could know exactly when to tune in for their favourite artist.
- Video Lengths: The top streams lasted for four to five hours, with each set being about thirty minutes long.
- Most Replayed: The most replayed moments were during Cameilla’s set and during DJ Noriken’s set.
- Use YouTube to stream a virtual festival that features 8-12 artists performing 30-minute routines. To avoid viewership dropoff, stick to artists with similar styles such as hardcore techno.
These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.
Set in Unique Location
Content: Yamato's performs a mix surrounded by beautiful bamboo.
Gear Demo & Review
Length: 23:57 & 27:24
Content: The top videos shown below were shared by musictrackjp and feature a demo and review of the KORG i3 and Roland’s JUPITER-Xm.
Content: DJ SHIGE provides commentary on the Japanese EDM group, Repezen Foxx.
Lengths: 2:12, 16:53 & 4:06
Content: Performances by well-known electronic artists featured Pioneer DJ equipment including DJ EZ performing on 4 CDJ-3000 professional DJ multi players and a DJM-900NXS2 4-channel professional DJ mixer, DJ Emii showcasing how she uses the DJM-S7 Loop MIDI mode, and DJ Sneak producing a track live on the DJS-1000.
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