Mark Mulligan wrote an interesting article on his Music Industry Blog called “Understanding ’15’: How Record Labels and Artists Can Fix Their YouTube Woes.”
In it he argues that musicians should stop focusing exclusively on 4-minute videos (which, due to their length, fall into a “revenue no-man’s land” on YouTube) and start creating music videos that are formatted to capture maximum ad revenue and appeal to the average YouTube viewer based on their usage habits — meaning the videos should be very short (15 seconds) or much longer (15 minutes).
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