Covering the Covers: PR-ing Youtube Singers

Ohh! my Gosh!! I Love these girls.

So, what’s the connection between PR and these girls?

More than 10 million people watch their video especially in “Officially Missing You” video. They cover Tamia (While Tamia’s video only get 2,5 million viewers). Other success stories such as Sam Tsui, Kina Grannis, and the duet of Michael Henry&Justin Robert, show the power of ‘indie’ productions.

Many comments appear upon the videos from YouTube artist. Such as:

“Who cover who? Britney covering Sam or Sam covering Britney?” AL.

Or

“Honestly, I like Adele, but in this song, Kina is rock!” BD.

Even though the YouTube singers produce their own video, but once they famous and busy, they need management team to help them.

They need managers, back up musicians, cameraman, website navigator, and Public Relations, indeed! From the 'entrepreneurial' privilege from YouTube (Flanagin; Bimber; Stohl, 2009), they can develop their “personal” company to a bigger business. Deal with managerial system, relationship, images, mass media, and fans club.

Jayesslee, (the twin are from Australia) they have to go for tours in Canada, maintain their Facebook, Twitter, Website, and the most prominent is the Jayesslee’s channel in Youtube. Well, perhaps they do not have the PR department in their “personal company” but they do various PR functions, such as:

a. creating press conferences (media relations),

b. building image as Christian pop YouTube singer and maintain that consistently (image management),

c. finding network with famous artist for duet or perform together and other stakeholders (relationship management),

d. maintain connection with fans through Facebook, Twitter, and Blogs. 

Wright and Hinson (2011) founded in their three years longitudinal research that 20% PR practitioners use Facebook and LinkedIn to follow information or news, 18% use YouTube as a sources of information. Thus, the YouTube artist need to acknowledge the importance of these interactive media as they also born as "stars" from here.

So, essentially they can do Public Relations function without having Public Relations department. Are you interested in PR-ing your favorite YouTube Singers?

Let's use the PR knowledge! Cover the cover singers!