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SXSW Music 2015

Exposure vs. Revenue on YouTube: Must We Choose?

YouTube is the largest streaming platform in the world with a massive breadth of content, a large portion of which is devoted to music. It also boasts the second most powerful search engine after Google, making it ideal for music discovery. While publishers, artists and labels make money on YouTube, and while YouTube continues to focus on increasing revenue for content creators, the age old question exists: if we have to make a choice, what’s more important: audience exposure or revenue? This panel will attempt to answer that question, taking into account who is asking, what the ultimate goal is, and what the best corresponding strategies are.

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  1. What are the tools available to labels/artists that enable them to evaluate their optimal strategy on YouTube, for instance prioritizing exposure or revenue, and how have some key players used them?
  2. What should a label/artist consider when evaluating exposure & revenue: core audience, monetization strategy, content release strategy? Is it worthwhile to give content away for free vs. licensing it?
  3. Should an artist/label release a brand new video on YouTube, taking into consideration a comprehensive digital release campaign and who the artist/label in question is?
  4. Does UGC degrade a channel viewership, and what are the benefits and drawbacks of allowing or blocking these types of videos?
  5. How can an artist/label accurately project revenue earnings, maximize them and monitor results from the aforementioned tactics and strategies.


  • Sarah Caliendo, VP, Video Services, The Orchard
  • Elliott Walker, Manager, Music Content Partnerships, YouTube


Diana Wollach, Corporate & Product Marketing Manager, The Orchard

Meta Information:

  • Tags: youtube, revenue
  • Event: Music
  • Format: Panel
  • Track: Video
  • Level: Intermediate
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