On September 13, 2014, InTour, a YouTube concert from Fullscreen and Warped Tour creator Kevin Lyman, is taking place at the Pasadena Convention Center in California from 11am to 5pm. We got a chance to ask Daniel Rosen, senior music talent manager at Fullscreen, about how the digital network is preparing for a such a major event.
InTour entails several performances by major Fullscreen talent, including JennXPenn, Connor Franta, and Jc Caylen, the last of whom VideoInk also caught up with in anticipation of the event (interview to come).
Before we get into a performer’s take on the event, Rosen was able to provide an executive’s perspective on the days leading up to InTour, from choosing the performing talent to working with individuals on their stage sets. Here’s what the Fullscreen talent manager had to say…
What is the process of deciding who will perform/appear at InTour?
We spent a lot of time working out our InTour lineup, and it features a mix of superstar creators and rising talent from the Fullscreen network. Many of the talent haven’t taken their abilities from the screen to the stage, so we’re collaborating with Marc Warzecha of Second City to design a program around creators that attendees won’t find anywhere else. Ultimately, InTour is a premium destination for fans to interact with amazing talent they already love, and discover new ones they’re not familiar with.
What do you see as the value in events such as InTour and VidCon for digital creators and digital media companies?
Live events like InTour are enormously valuable to digital creators. Many successful creators reach their audience on multiple platforms. Musicians, for example, release recorded music but also tour. Digital creators shouldn’t be any different — by connecting with their audiences across multiple platforms, they’re increasing the number of ways they connect with their fans and enhancing the type of content they can create.
Live events definitely help fans feel closer to their favorite digital creators. Do such events also help put them in the spotlight for brands?
Absolutely. I think a lot of brands see 3 million online followers, but don’t understand how that translates into real-world stardom. These creators are rockstars — the energy around them when they walk into the room is no different from the biggest pop acts on the radio today. When brand reps attend these events and feel the energy around them, I think it helps them understand that their fandom is more than just a number on Twitter — it’s a meaningful relationship between talent and their fans that a brand can get behind.
What are some central ways that musical creators on YouTube monetize on the platform (as opposed to non-musicians who create content online)?
YouTube still has exceptionally strong promotional value for those who built their fan bases through videos, and their revenue opportunities, including AdSense and brand integrations are key. Each creator has unique opportunities through their personalized formats and ability to experiment with the platform. However, musical video creators are also able to complement their revenue made through video content by touring, merch sales, recordings, integrations, and subscription streaming services.
We also got a chance to ask Jc Caylen of Our2ndLife some questions this week about InTour and his work on YouTube. Do you have anything specific to add about working with Jc?
Jc has been an absolute pleasure to work with. We have designed a brand new dance routine for him, and it’s pretty intensive. He has been doing an amazing job at perfecting every single move, and I’ve been blown away by his progress. I can’t wait to see him rock out on stage and share the act with everyone!