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.
Content Opportunities:
- 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.
444K Views
328K Views
*Extreme performing content opportunities were omitted from the benchmark average to prevent skewing.
Content Opportunities:
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.
Content Opportunities:
- 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.
399K Views
296K Views
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.
Content Opportunities:
- 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.
171K Views
147K Views
Outliers:
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
Length: 3:25
Content: Yamato's performs a mix surrounded by beautiful bamboo.
3.7M Views
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.
147K Views
136K Views
DJ Commentary
Length: 12:55
Content: DJ SHIGE provides commentary on the Japanese EDM group, Repezen Foxx.
72K Views
Artist Demo
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.
123K Views
79K Views
70K Views
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