YouTube has introduced a new personalised music discovery feature Samples.
The new element enables users to find new artists and tracks of interest, by allowing them to play small snippets of the latest trending tracks, matched with their music habits.
The Samples tab features short form videos for users to discover trendings songs and their favourite music.
The personalised feed will search the vast YouTube music library so that there’s always something new to listen to, whether it’s the latest release from an up-and-coming artist or a song from a legacy artist.
Each immersive clip offers a glance into the artist, the video and the feel of the song.
Users can simply swipe vertically to experience a new song, making music discovery fun and convenient.
With each sample, users can quickly add the song to their collection, share it with friends, create a favorite playlist or even use the song to create their own short, and more.
For artists, the tab provides an alternative way to find a new audience and build a community on YouTube. It’s similar to TikTok, but only for music.
The social media platform’s unique combination of music videos, live performances, music premieres and shorts inspires devoted creators.
Record labels, music marketers, artists and other creators are creating songs in alignment with short-form video trends.
The combination of short-form video with music has spread to TikTok, Snapchat and Instagram aswell.
Jesse Callahan, founder of Montford Agency, said: “Music marketing on TikTok is huge. It’s a big way that labels have brought artists into the spotlight the last couple of years. It’s also a big way that creators have made a lot of money.”
For marketers, aside from creating music challenges and working with influencers and general-interest accounts, building custom AR filters that feature a particular song boost plays for track in user-generated videos.