July 16, 2009

“United Breaks Guitars”, Viral Videos, and TuneCore by Jake Smith

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Jake Smith is a TuneCore Customer Support representative

A
few years ago, the artist "Kelly" (played by comedian Liam Sullivan)
became an internet sensation with her (his?) music video for the song
"Shoes".  Liam used TuneCore to get Kelly on iTunes, and without the
backing of a major label has since become one of the most sucessfull
TuneCore artists in our history.  As always, TuneCore took absolutely
no money from the sale of the music.

Is the moral of this story that labels are useless, antiquated,
dinosaurs waiting for the meteor?  Perhaps not, but I think everyone
can agree that the internet, YouTube, myspace, and yes, TuneCore, have
helped bring down walls that stood between unsigned artists and
millions of potential fans.

Now, creating a viral song or video is easier said than done.  I could
film myself falling off a cliff and singing my next single, but I have
no idea if anyone will want to watch it (if anyone wants to see me
falling off a cliff let me know – I could be on to something here). 
But the point is that the opportunity is there.  I don't need a label
or a radio station or MTV to tell me I'm good enough, I just have to
believe that I am and use all the tools at my disposal to find music
fans who agree ("I'm good enough, I'm smart enough, and doggonit,
people like me").

For those of you who believe an artist like Kelly is a once in a
lifetime thing, I'd like to introduce you to Dave Carroll and his song "United Breaks Guitars". 
Furious with United Airlines for breaking his Taylor and fed up with
their customer service, Dave took his fight to YouTube.  The video
became an internet smash with over 3 million hits to date and has been
picked up on major news outlets like CNN.  Mr. Carroll was already using
TuneCore to distribute his full length album Perfect Blue and he has
just delivered "United Breaks Guitars" for worldwide distribution
through TuneCore on iTunes and more.  We wish him the best of luck!

So what do you guys think?  Is it really possible to make a viral video
on purpose or does it just happen?  Do any of you have videos that have
helped you to reach new fans, or are there any other viral methods
you'd like to share?  Let your voices be heard right here.

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July 16, 2009 · 11 comments in Artist Marketing,The Industry

  • http://KILLERSONGS.COM SCOBIE

    I BELIEVE IT IS ONE OF THOSE THINGS THAT JUST HAPPENS TO HIT A CHORD WITH THE COLLECTIVE CONSCIOUSNESS:-)
    THIS SONG UP ON TUNECORE…
    “I AM NOT MADONNA” EFEXME & HELLEN EARTH
    http://www.youtube.com/watch?v=9HVWKHlWTB8
    GREAT VIDEO…FUNNY POP:-)

  • http://www.rickpaul.info Rick Paul

    Interesting question. I was involved in a video I’d hoped might have a shot at going viral awhile back. It was for the song “Bubble Gum” (yep, available through TuneCore on all the usual places). The video was something some people in China did on their own, with my permission, and was a really cute cartoon, complete with a flying pig — check it out at http://www.youtube.com/watch?v=4u2LjkRhrc4 if you like. Reasons I thought it might have a shot at going viral include that it really was cute as all getout, the curiousity (or “what the heck?”) factor with the Chinese subtitles, and that the song itself is pretty catchy.
    In fact, it did get a lot more views than any of my other YouTube videos, but, at a bit over 1,700 views after a year of being out there (compared to around 150 views for the second-most popular one from around the same time), is a long ways from having gone anywhere near viral. Why is that? I can only speculate.
    One speculation is that there is a promo intro for the production company before the actual video starts, as well as some additional startup stuff before it gets to the actual song. But the latter stuff is also kind of cute, and the former is pretty short.
    Beyond the video itself, though, there is the question of how to seed the going viral — i.e. who is going to start spreading it to the point where it takes on a life of its own? Most of my “fans” are adults, mostly in the 40+ age bracket. They’d probably watch it once, but I don’t imagine many would send it to all their friends. The video, and perhaps even the song itself, is probably even a bit juvenile for the college-aged crowd, and maybe even the high school crowd. I’d guess the video might appeal mostly to young children, tweens, and maybe early teens, but are they likely to even find it, no less spread it rapidly?
    Whatever the reason, though, it didn’t take off. But the notion that it didn’t, when I’d initially thought it might have a shot, at least has made me have some thoughts on why not, and maybe next time I have the opportunity to work on a scripted video for one of my songs I may be able to take my theories on this one into account.

  • http://www.myspace.com/gregalton Greg Alton

    This was one of the best written articles yet. There have been a few. Nice job! Chris Wilson, says, “You’re chances of winning the lottery are better than creating a viral video” or something like that. http://www.slate.com/id/2221553/ . This article came to my attention in the ASCAP newsletter sent to subscribing members. My point is that both of these newsletters are valuable resources to me. I’m learning something over time, if not only because you cause me to think. My view is that your chances are much better if you don’t think about creating a viral video or song, but just create something you want over and over. You never know what people will like and it will always surprise you.

  • http://profile.typepad.com/soshush soshush

    I’d been looking into this – after hearing about a then DIY band called Nizlopi who did a very nice song about a JCB and got a small PR company to do a simple funny cartoon video – they emailed it to 20 fans with a request to share it – next thing you know they’re at UK number 1 with 250000+ sales. (that’s the myth – more likely the PR company really knew their stuff and worked their socks off with press, ads and multi accounts on forums, blogs, zines, etc to generate a buzz around it).
    However, I feel tunecore missed a real opportunity with the widget – right where the buy button is there should instead be a big share button – and the buy button hidden where the share button’s hidden – turning a widget from another intrusive advert into an item for ‘Alpha Users’ to share. (apparently there’s a personality type – of which I’m one – of people who like to be first to share news, etc – and who are the engine of viral marketing)
    By the way here’s a really cool video with car chases – if you like please share it and tell your friends to share it
    http://www.youtube.com/watch?v=RPAjRB0pclk

  • http://www.c-tracks.tv Stefan S.

    We should create a viral community in Tunecore.
    All guys who posted here make an email-pool and promote each others viral video. What do you think ?
    The key to all success is building up effective communities.

  • http://www.youtube.com/levytheband Goop

    We made a video about the economy last March for our song “Devil Plays for Keeps.” No, we did not have 3 million hits, but we did get 20,000 in 10 days. It helped us build a decent fan base in our region which our genre is not strong in to begin with, 1000+ audience since then (15 shows); subsequently we made extra money to pay for more recordings and opened the door to terrestrial radio. Have a watch.
    http://www.youtube.com/watch?v=JvW-nv3Pprs

  • http://myspace.com/phillipmorris Phillip Morris

    I have a music video that involves me eating Condoleeza Rice with chopsticks. (Amongst other things)
    The Song is called Mister Morris:
    http://www.youtube.com/watch?v=UxumEce0x6Y
    Since putting online, it’s also been featured on Crooks and Liars, Midwest Independent Film Festival, FAME 2009, Best Rap Video in the 2008 iMVA’s, etc.
    Still far from viral status tho!!

  • http://SoundOps.com Will Duke

    Well, I would have always said that viral media just happens. However, I just ran across a couple of guys that say they can make it happen for your band or business…
    http://rhettandlink.com
    I have to say, their Taco Bell drive-thru song is incredible; I’ve been singing it for days.
    It’s an interesting concept, to manipulate the viral lottery, and like Goop mentioned, there are other ways we could do it.

  • http://myspace.com/jonyoungmusic Jon Young

    One of my song/videos is at 649,000+ views. A song I recorded called “Just Chill.” Unfortunately the song was added to YouTube by a fan and not me so his channel is receiving all of the attention. I didn’t see YouTube as much of a marketing tool in 2006.
    http://www.youtube.com/watch?v=a11PRMtWr0Q
    The video is nothing more than a still photo of a Japanimation character with my song playing in the background. Several of my other songs has reached 100,000+. Some are only in the 100s. These figures coincide with my digital sales. “Just Chill” is among my top sellers.

  • http://myspace.com/jonyoungmusic Jon Young

    My other track “Take A Chance On Me” is doing rather well also.
    http://www.youtube.com/results?search_query=jon+young+take+a+chance&search_type=&aq=f
    There are several videos featuring the track. I’ve released it 3 times on iTunes and it still continues to be my top seller.

  • http://myspace.com/jonyoungmusic Jon Young

    Oh and 1 more, forgot this one. We recorded a documentary style video of the car scene in Orlando, FL set to the soundtrack of our song “Lift It” It’s currently over 1,000,000 views on MySpace.
    http://vids.myspace.com/index.cfm?fuseaction=vids.individual&videoid=5431560&searchid=3656d808-c92b-4b52-acc9-e1e47553c148

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