“Each of these leaders has been with us for over 12 years and each has watched her responsibilities and staff sizes grow beyond any of our wildest dreams," said Museum Dir. Kyle Young. "To have the stability of our core senior team and our new VP/Development, Lisa Purcell, working in lock-step with each other, we’re realizing a new era of opportunity.”
Coleman Insights has released the fourth in a series of research studies about how listeners engage with music across traditional and emerging platforms that "YouTube" has emerged as a key medium for music consumption and discovery, especially among teens and young adults.
Examples of such songs include Carly Rae Jepsen's "Call Me Maybe" and Psy's "Gangnam Style." Other songs' videos, include Baauer's "Harlem Sake" and Rebecca Black's "Friday,"
Coleman's Matt Bailey said,"The same general hit song life cycle that we observed for radio and for on-demand services also holds true for the broader streaming category including YouTube: Songs are typically growing in their first eight weeks, the majority of the biggest Top 10 songs are between nine and 20 weeks old and songs are typically in decline after 20 weeks. Secondly, the vast majority of the biggest hits on radio and on-demand are the exact same songs that are the biggest hits when we also include YouTube views.
"However, we did uncover a handful of songs that emerge as Top 10 most-streamed songs much earlier than songs typically do specifically because of their success on video services such as YouTube. Does a high volume of YouTube views shortly after a song’s release predict the song will be a hit?
"The vast majority of the songs that become overnight YouTube sensations are obviously irrelevant to your radio station: Weird Al Yankovic's 'Word Crimes' became a most-streamed song overnight, but we know you weren’t expecting it to be a real hit in the long run no matter how many times you saw it on Facebook."
What is the difference between a hit of the year and a "flash in the pan" viral video?
Songs that people watch for the video typically become Top 10 streaming hits in the first four weeks, but leave as fast as they come. Seventy four percent (74%) of the songs that become Top 10 on the Streaming Songs chart within their first four weeks stay Top 10 for less than four weeks.
Songs that become Top 10 hits beyond YouTube take longer than four weeks to establish themselves as Top 10 hits, but are much more likely to remain hits for weeks to come. For songs that took more than four weeks to become top 10 on the Streamnig Songs chart, 68% of those songs stay Top 10 songs for four or more weeks.
Bottom Line? when a song becomes an "overnight sensation" on YouTube you need to determine if this song is popular becuase it's a great song in it's own right, or are those YouTube views driven by the video and/or novelty? It should be obvious. It you can't tell if a new song is a real hit or it is another "#Selfie," take a look at how long it's been out. If it's less than a month chances are it will fade as quickly as it emerged.
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