JAKARTA YouTube Music has officially introduced a series of new tools that allow artists to provide exclusive rewards to their fans. Starting from special videos, limited merchandise, to pre-save album features, this step is expected to be able to increase user engagement while narrowing the distance with Spotify, Apple Music, and Amazon Music.
In an official YouTube blog post, Lyor Cohen as the Global Head of Music, explained that this new feature will bring more personal interactions between artists and fans. One of them is the exclusive video drops that will be available early next year. Artists can share thank you videos, behind-the-scenes clips, to special content that their loyal fans can only access.
In addition, YouTube Music is also preparing exclusive merch drops. This feature only applies in the US, where fans with the highest level of interaction will get their first chance to buy artist merchandise before it sells out. Although it’s not free, the advantage lies in early access which allows fans to more quickly collect exclusive items.
It doesn’t stop there, YouTube Music will also launch a counterdown feature and pre-save album. With this, fans can save the upcoming album or single first, as well as see the Countdown to the official release on the album details page or artist.
The music streaming service industry is currently dominated by Spotify with a market share of around 31.7%, followed by Tencent Music (14.4%) and Apple Music (12.6%). Meanwhile, YouTube Music is in fifth place with 9.7% market share, not too far from Amazon and Apple Music.
Even so, YouTube Music has added value because it is integrated with YouTube Premium, which offers extra benefits such as ad-free viewing, offline downloads, to background playback.
This latest step is believed to be able to strengthen YouTube Music’s position in the global market as well as provide more reasons for users to subscribe.
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