Via Facebook Live, Ayzenberg’s Lindsey Buchanan sat down with VP of communications at YouNow, Paula Batson, to discuss the platform’s features and the implications of livestreaming for media and especially music.
“YouNow is part of this trend toward participatory media,” said Batson. “This generation demands to be a part of the media.”
What makes YouNow unique is that you don’t have to necessarily be a broadcaster in order to create content. With the Moments feature, a viewer can capture live content and share it on Twitter and Facebook.
“If you are not a broadcaster, you can still be a creator.”
The platform has seen the rise of music influencers like Hailey Knox, who has since secured a record deal. For a new generation of musicians, livestreaming platforms like YouNow provide an immediate connection to their audience to hone their craft and get instant feedback.
“It’s unique to YouNow that Hailey Knox was able to develop her career in this way.”
Paula refers to YouNow’s influencers who have come to prominence on the platform as “homegrowns,” but YouTube influencers also utilize YouNow as a space to connect more directly with their audience.
“Influencers today want to use all the platforms in an integrated way,” said Batson. “The audience today is really voracious. You’re always feeding the beast with content.”
When asked what Batson would recommend to brands who are interested in leveraging livestreaming Batson emphasized the interactive element.
“Think about a campaign where the viewers can participate with the influencers.”
