For your eyes only

Online platform

For your eyes only

There was a time when people would wait anxiously for the new audio release of their favourite musician; they would line up in music stores and couldn’t wait to get their hands on the shiny plastic CD containers.

But now, those same music stores that were once spilling over with excited music aficionados have either shut shop or lie ignored.

The trickle of customers who do wander in hardly end up at the counter. 

Slowly but steadily, the increasing number of online video-sharing platforms are lying waste in the world of audio.

It isn’t just musicians who are capitalising on this giant wave — anyone who wants to get out their message is taking to various video-sharing sites.

While there are various sites that one can take to, like Vimeo, Veoh, Vine, NetFlix and more, the most popular site, YouTube, provides more options to people and keeps the crowd happy. 

YouTube channels pop up on a daily basis and whether it’s the countless number of celebrities, TV shows and movies or babies crying, they are all looking for one thing: views.

Jason Zachariah, a member of Allegro Fudge, a Bengaluru-based band, says, “The days of audio and CDs are gone. When was the last time someone walked into a music store? A visual connection is more important these days.”

Arwen, who started ‘Garage Jam’ and has a YouTube channel for his band, says he tries to connect with his fans on as many platforms as possible. 

“People can just check your channel and reach you easily. Take Justin Bieber for example, his videos have more dislikes than likes but he also has that many number of views. It means that all those people took the time to watch the video. Whether it’s positive or negative, people want to be watched and the views are important.”   

Jason adds that although video-sharing platforms are becoming popular, they can replace live performances.

“Performing live is unique. You can compare sites like YouTube to the media and say that they have replaced the media. When we are looking to perform and get gigs, we just show the organisers and venue partners our YouTube channel. Bands struggle to play outside a city they are based out of, so this helps us connect with fans and the organisers. But it can never replace performing live, which is the final product.”  

Shreanca Bhattacharjee agrees with him. The young musician already has a SoundCloud fan-following but plans to release videos on YouTube because it has a wider reach.

“I already perform live so I would like to get an internet fan-following. It will help me get gigs as well.” Arwen adds that video-sharing platforms help people sit at home and go global.

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