YouTube Spain 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

• Single Format Performance: A performance format where an artist is invited to perform in a dedicated setting created for a live mix.
• Multi-Person Makina DJ Set: A DJ performance that celebrates more than two DJs sharing the space in a larger collaborative effort.
• Makina Home Sessions: Artists' home session formats that prioritize the electronic genre Makina.
• Industry Tips: Tips from music content creators on how to stand out online in the music industry such as how to go viral online.
• Music History: Creators breaking down key moments in music history and the backgrounds and influences of artists.
• Back2Back: A B2B performance where two DJs are given a space to perform in collaboration with each other on the same equipment.
• Vinyl Set: Creators performing and mixing with vinyl records only. 
• Music Collection: Creators sharing their entire record collections that they traditionally use as inspiration or in vinyl mixing sets.
• Production Tools: Creators sharing and ranking their favourite production tools.
• Live Club Performance: Footage of artists performing in more intimate club settings where audience members are closer to the performer.
• Festival Set: Classic festival sets of artists performing with different angles behind the DJ to admire the masses.
• Unique Location Mix: Creators performing in intriguing locations such as in their kitchen or on a mountain range.
• Equipment Review: Creators give reviews on production and music tools they've experimented with to inform viewer purchases. 
• How To: Production: Production tutorials with specific guides on how to recreate different electronic music elements.
• Production Tips: Broader production tips to help guide creators in the community as opposed to step-by-step tutorials.

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Single Format Performance is an extreme performing content opportunity, averaging 3x the average view & engagement benchmark on YouTube.

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Excellent performing content categories for the Spanish Electronic Music space on Youtube include:

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Good performing content for the Spanish Electronic Music Audience on YouTube include:

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Substandard performing content for the Spanish Electronic Music Audience on YouTube include:

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Low performing content for the Spanish Electronic Music Audience on YouTube include:

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Content Opportunities:

1. Single Format Performance

Single Format Performance videos invite artists to perform in a controlled setting with the intent of sharing a long-form audio mix. This format can also be found on Facebook and TikTok.

Tactics to Implement:

• Visual Effects: These videos tend to be static in nature focusing on the artist performing. Creators will use effects like text on screen to keep viewers engaged. Glitterbox uses pre-recorded videos of people dancing to encourage viewers to move.
• Video Length: These videos average at about 1 hour and 5 minutes in length. 
• Video Introductions: Radio Intense cuts straight into the set with no spoken introduction. Clean text is used on the screen to introduce the artist.

Content Opportunities:

• Compared to Germany, there are no major publishers hosting artists to perform in a consistent controlled setting in Spain. Simply, there are many different creators giving space for creators to perform with no consistency.
• Build a space similar to how Gallery Sessions has for hip-hop artists in Spain.

2.8M  Views

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2.2M  Views

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2. Multi-Person Makina DJ Set

Multi-Person DJ Sets invite 2 or more artists to perform on the same deck at any given time. Artists may all be collaborating at once or moving throughout the sets together over the course of the stream.

Tactics to Implement:

• Purpose: Leverage the unexpected with multi-person DJ sets that elevate artists to collaborate with each other on a dynamic scale. 
• Video Length: These videos average at about 2 hours in length.
• Genre-specific: These videos focus on the genre of Makina but can be repurposed to invite artists of different electronic genres to collaborate together and create something unique and new.

Content Opportunities:

• These videos can easily extend reach with the option to include participating artist names in the title of the videos, allowing them to rank whenever someone looks up a particular artist.
• Produce a set that compliments the passage of people in and out of the studio and use multiple angles to highlight the chaos of people on the decks.

759K  Views

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655K  Views

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3. Makina Home Sessions

Makina Home Sessions follow artists into their homes as they perform Makina-focused sets in a long-form video.

Tactics to Implement:

• Video Length: These videos average at about 1 hour in length.
• Visual Elements: These videos are set up to be static, focusing only on one slightly lowered angle of the DJ and deck. Videos can take place during the day or the night, giving two different visual vibes.

Content Opportunities:

• Create different home sessions with artists ranging across different genres. Give viewers insight into their homes and how their style reflects their music.
• Another series could be created for more short-form content focusing only on challenging artists to complete a complicated mix between two songs on the spot.
• Makina originated in Spain and has similar tones to UK hardcore. Whiskey brand Ballantines has invested into the genre (and electronic scene in Spain) by sponsoring events and breaking down the electronic scene history here.

384K  Views

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372K Views

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4. Industry Tips

Industry Tip videos focus on setting fellow artists up for success in the digital economy. While varying from music production, this category complements existing music content for musicians looking to get online.

Tactics to Implement:

• Facetime: These videos always feature the creator speaking directly to the camera. 
• Video Length: These videos average at about 8 minutes in length.
• Introductions: Videos lead with the creator stating the purpose within 10 seconds before cutting to a dedicated channel introduction clip.

Content Opportunities:

• Leverage heart-to-heart content as a unique way to engage artists in the digital space. Instead of asking artists for industry tutorials, produce short segments where they highlight technology that got them started or their top recommendations for developing their music and style.

294K Views

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251K 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.

Live Club Performance

Tactics:

At just over an hour and 45 minutes in length, this video features consistent angle changes throughout.

945K Views

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Production Tools

Tactics:

This Production Tool video features video chapters, text on screen for product names and product imagery.

756K Views

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Unique Location Mix

Tactics:

This Unique Location Mix takes place in a hemp garden which may have led to a factor of surprise with audience members.

354K Views