How to Start a
YouTube Channel
for Your Record Label.

A helpful guide to help record labels launch an official YouTube channel!

The Format.

First off, you should decide whether you want to create one YouTube channel for the entire record label, or just individual channels for each of your artists.

Keep in mind, a record label channel will have a less-targeted, but bigger audience. Whereas artist channels will have a more engaged audience, albeit smaller.

Consider a hybrid approach as well: a primary channel for the record label, and then individual artist pages for the artists on your label who are most active on the platform, and have the skills and desire to keep their channel up-to-date.

The Content.

Some of the most common types of content you’ll find on a record label’s YouTube channel are things like music videos, artist performances, interviews, and full albums with static artwork.

It is best if you consider your YouTube channel to be like an old-fashion TV channel. In the case of YouTube, your playlists act as shows, where each video you upload is a different episode. With this in mind, you should come up with a few different “shows” that help provide you with a framework for creating future videos.

For example, one playlist on your channel could be a “behind-the-scenes” playlist that you populate with various in-studio videos, artist commentaries, or vlogs. Another option is a show that contains monthly videos of live performances by any of your artists. These can be in-studio performances, footage from the stage, or off-the-cuff iPhone videos shot outdoors or in an artist’s bedroom.

The Schedule.

Consistency is paramount when it comes to posting videos on YouTube. In fact, in a lot of cases, consistency trumps quality. Don’t worry about making your videos perfect, or buying the most expensive gear. It is far more important that you create a posting schedule and stick to it!

Fans and YouTube alike prefer their content creators to post weekly. This seems to be the most traditional schedule that earns the most engagement. However, not all small indie labels can manage a weekly video. Perhaps bi-weekly or monthly is a better suited schedule for your first few months on YouTube.

Once you’ve posted a video, don’t forget to share it on all of your other social media platforms (Instagram, Twitter, etc.)!

The Objective.

While you’re planning out your record label’s YouTube journey, it is important that you are clear on your “why” for having a record label YouTube channel.

Decide on what you want your viewers to do once they’ve watched a video or subscribed to your channel! What is your plan to convert them from viewers to supporters? Make sure they know how to find your artists on Spotify or Bandcamp. Use your channel as a means to an end!

Post a primary web destination in the description of your videos as a clear “call-to-action.” It’s not enough that fans just watch our videos, we want them to dive deeper into the music, outside of YouTube!

Watch this!

In this video I talk through the reasons why YouTube is critical for artists and labels, as well as we discuss the 4 components to building a record label YouTube channel!

Do you realize?

…YouTube is the #2 search engine in the world, second only to Google, which is all the same company?

…YouTube Music currently has 8% of music streaming subscribers, and that doesn’t count anyone who streams (or watches) music for free on YouTube!

Record Label YouTube FAQs

Why should I start a YouTube channel for my record label?

Did you know that YouTube is the #2 search engine in the world? It’s also the biggest music discovery platform in the world. So no, you don’t technically need one. But based on those stats, why wouldn’t you start one??

Should I start a channel for my artists or my label? Or both?

Great question! Ideally, you would want to create both, eventually. Consider this: an artist channel will naturally have less subscribers, but those who do subscribe will be more engaged. Whereas a label channel will build a larger audience quicker. However, the audience won’t necessarily be equally interested in your channel’s content.

What are some great examples of record label YouTube channels?

For starters, you can check out Sub Pop, Polyvinyl, or Stones Throw!

Some labels opt to create a channel around a genre primarily, and feature their own artists secondarily. This allows them to build a bigger following around a subgenre, as opposed to a brand. Like Nice Guys (indie pop/chill) and Gospel Hydration (Christian/Afrobeats).