The number of internet superstars are growing daily, and as people are spending more and more time online, these superstars are now surpassing radio talent. They are getting their own sponsorship deals, and even appearing in movies. But now some are crossing over to radio.
BBC’s Head of Radio Visualisation Joe Harland, and Youtube stars Jack Howard and Dean Dobbs talk to Radiodays Europe about this new phenomenon, and how social media and video sites are changing the world.
Harland talks about the success of BBC1’s Youtube channel, which has become one of the most watched in the world. “In the summer of 2012, BBC1 had 23,000 subscribers. Now we have over 2.1 million, which makes BBC1 the most watched radio station in the world.”
When the BBC are recording videos for their Youtube channel, it’s important they are relevant, frequent, replicable and good quality.
BBC1 realises the popularity of Youtube videos and stars, and is now involving native Youtube talent as guests or hosts to help grow audience and access the fanbases of this talent. Jack and Dean are the first to cross over from Youtube to radio.
“Jack and Dean are the first radio presenters we have hired at Radio 1 who have never owned a radio”, says Harland as he introduces the Youtube stars.
The BBC have given the young Youtube stars room to play, and to continue innovating and experimenting with their content. “At the moment we are doing one show per month…we are happy to try a lot of different stuff”, says Howard. Jack and Dean have a great chemistry and passion for what they do. They are quick witted, and don’t pay too much attention to the data – apart from knowing who their target audience is.
“I know our target demographic is 17-24 year old females… what me and Dean are doing is making stuff that we enjoy and that makes us laugh, and makes other people laugh”, continues Howard.
A few tips from Harland about using Youtube and looking for the next radio superstar:
– Web talent can increase the digital impact of your station
– Stations must partner with web talent, not simply employ them
– Your next superstar presenter will not have grown up wanting to be a radio presenter
– Build content for a specific platform – spread betting is not betting at all
– Better never than late
– Experiment, fail? Cease. Experiment, succeed? Repeat
