🔴 Audio Currents #3: YouTube’s Brandcast, Black creators’ relationships with platforms, and event updates









AC May 23 Issue


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Written and curated by Shreya Sharma

Hello there! In today’s issue, we've got audio news, upcoming events, resources for brands, and what's making waves in the audio world. 

 

Dive into:  

  • YouTube's Brandcast: News from YouTube's upfronts from last week.
  • Creators' Speak: how and why Black creators' relationships with social media platforms needs to evolve.
  • Upcoming Events: Podcasters and mental health, The Podcast Show in London, and Meet the Creators.
  • Resources for Brands: Differences between macro and micro influencers brands need to know. 
  • Making Waves: TikTok is rewarding creators, newsletter writers start Discord for creators, a streaming service takes down a Palestinian artist's music, and EuroVision wrap up. 

🎧 Listen to our audio trailer. More coming soon. 🎧

🎙️ Audio News

1

The NFL and creators took center stage at YouTube Brandcast. Brandcast are the platform’s upfronts that happened last week. 

The platform also released unskippable 30-second ads for YouTube on TV.

  • Everybody gets a ticket: Every advertiser that attended the YouTube Brandcast in Manhattan on May 17 received one free year of NFL Sunday Ticket.

  • In it to win it: The Marketing Brew posits that this gift is a reminder to all that YouTube “spent about $2 billion on the annual rights” in hopes to compete with streaming platforms like Amazon Prime and Apple. 

  • Creator spotlight: Creators including Colin and Samir, Airrack, Michelle Khare, and Amelia Dimoldenberg of Chicken Shop Date took to the stage to share their experiences of creating on YouTube. 

  • Hold up: Advertisers are now able to buy 30-second non-skippable ads on YouTube on TV screens.
🎧 Subscribe for audio updates 🎧

2

Black creators share that their relationships with social media platforms  “remain strained,” reports Digiday.

While some criticize the diversity programs these platforms have, others say they might be better off optimizing the algorithms to favor content from Black creators. 

  • Tiffany La’Ryn, a previous member of the Meta’s Black creator program, said that while the program helped boost her numbers, it didn’t offer tools for sustaining growth. 

  • Cheyenne Wilder, who has 52,000 followers on TikTok, shares that even though Black creators set the trends on social media platforms they don’t get enough recognition.

  • Titlola Sogunro, a creator on Instagram, does admit that it’s a “love-hate relationship” with platforms.  She also says that the platforms could do a better job of favoring content by Black creators. 

  • This is just a summary. Read the complete article by Kimeko McCoy here. 

📢 Events in Audio

Upcoming events in audio include:

  • Black Podcasters Association is hosting a Twitter Spaces on “how do podcasters maintain good mental health?” on May 23. 

  • Recordical® is hosting the Meet the Creators webinar on May 31. The webinar will be hosted by yours truly and Michelle Khouri, CEO of FRQNCY Media and Recordical, and cover insights from the report of the same name. You can download the report here for free. Disclaimer: Audio Currents is powered by Recordical®.

  • The Podcast Showis happening in London from May 24 – 25. We’ll be covering news and interviews on Audio Currents so stay tuned!

💪 Resources for Brands

Every other week or so, we’ll be sharing an evergreen resource (either in-house or otherwise) for brands looking to invest in the audio space.

The Thought Leaders shared the differences between a macro and a micro influencer, and which ones should brands choose to align themselves. 

🌊 Making Waves
  • TikTok announced a $6 million fund for creators that create the most popular video effects on the platform.
  • Colin and Samir, creators and writers of The Publish Press, launched a Discord channel for video and audio creators.
  • Ana Dammi Falastini, a track by Palestinian artist Mohammad Assaf, has seen being removed from “several streaming platforms,” as observed by musically. 
  • Kattie Laur covered what the Bill C-11 is and how it might impact podcasters in Canada. 
  • ICYMI: Spotify did a wrap-up on EuroVision to share who the competitors and winners of the European music competition were. 

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