Video by un:hurd music via YouTube
Katie Debrah spent years in creative strategy at Google and YouTube, including two years with YouTube Music in LA, and now runs the creative tech company Halo and Echo. In this short episode she takes on the question labels bring to her more than any other, which is how content actually drives streams. She explains how an artist can have a million followers and 10,000 monthly streams, and why chopping up your music video rarely closes that gap. Using Flyana Boss as a case study, she shows how phone-shot content built around who you are can outperform a big-budget video, and why handing part of the process to someone else is how you keep up. If you’ve got the followers but the streams aren’t following, this one’s for you.
Your task: hand one part of your content process to someone else.
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