By Sahil Patel
After venturing into producing week-long themed programming events earlier this spring and summer with Comedy Week and Geek Week, YouTube’s next programming stunt will focus on music content. According to multiple industry sources, YouTube is planning a Music Week for sometime in the next month or two. It’s still unclear which week YouTube has selected, though most people VideoInk has spoke to believe it will be in October.
A couple of sources suggested that the programming stunt will actually be expanded to a Music Month. In the case of the latter, the speculation is that YouTube will bundle content by different types and genres of music during each week. For example, one week might be devoted to live music content, while another might focus on hip-hop. Once again, this is still speculation, and when reached for comment, YouTube said that there is no Music Month in the works.
When VideoInk asked about Music Week, YouTube PR said: “We’re always talking with partners about potential collaborations but we don’t comment on speculation — there’s nothing to announce at this time.”
Some of the confusion about Music Week/Month might be attributed to the fact that YouTube is hosting a Music Lab in October, aimed at musicians and creators on YouTube. Throughout the month, the company plans to open up YouTube Space LA and its resources to help creators learn the ins and outs of YouTube. This includes production trainings, platform workshops, set pieces, and collaboration opportunities with other YouTubers. Topics covered could include things like music copyrights and licensing, which has been a hot-button issue in the industry over the past couple of months.
The Lab program opportunity is only available to channels with at least 10,000 subscribers. Those accepted into the program will be required to publish four videos by November 30. The Music Lab will run from October 4–31, though the November video deadline indicates its really a two-month process.
In any case, our sources affirm that at least Music Week is happening. Details are scant, but much like Geek Week and Comedy Week before it, expect YouTube and its creator community to roll out a bunch of new live and on-demand music content, from music video premieres to live concerts to cover songs and other types of programming.
Beyond the creator community, YouTube has had discussions with VEVO, the digital music video programmer which it is also an investor in, about Music Week. It’s not clear yet what sort of collaboration YouTube and VEVO might be planning for the programming event.
Geek Week was described by YouTube as a way to celebrate all things geek-related on YouTube. Similarly, Comedy Week was a celebration of the diverse and wide array of comedy content on the world’s biggest video site. With Music Week, expect much of the company line to be the same. Though, as noted by others during the previous programming stunts, this is also a way for YouTube to raise advertiser interest around certain types of programming. Not that YouTube is explicitly said to be selling sponsorship packages for Music Week, but it’s not like the company would say no if such an opportunity presented itself.