The internet has changed the media topography. Now a story can break on YouTube or on a blog or social media outlet and can become a major story in the traditional media. I’ve watched online phenomena grow, but this has been the first time I’ve been able to experience, from the inside, just how strong a video going viral online can be.
The Double Dream Hands video featuring John Jacobson has taken off in a big way. Recently Ellen showcased the video on her TV show. In a pretty funny segment, Ellen is there dancing along with John. (link). But even before the Ellen segment, the video of John showing kids how to do the Double Dream Hands dance had exploded online. On YouTube the video now has well over one and a half million views. This phenomenon was certainly unexpected. John had posted other similar videos before, but this one hit a chord.
We’re not talking about a flash in the pan, or about someone who made a video simply to have it take off on YouTube; John Jacobson is the real deal. He’s a star to preschool students, middle school students and music educators around the world. A well-respected composer, choreographer, teacher and performer. John is the Senior Contributing Writer for bimonthly John Jacobson’s Music Express Magazine; produced and published by Hal Leonard Corporation, the publication reaches more than 3.5 million students every year. He is the author of “A Place in the Choir,” and other books. His original recordings are favorites of children; parents and thousands of educators across the country perform his musicals and revues as a part of their curriculum.
John has staged hundreds of huge music festival ensembles in his association with Walt Disney Productions and directed productions featuring thousands of young singers including NBC’s national broadcast of the Macy’s Thanksgiving Day Parade, presidential inaugurations and more. He is also recognized internationally as a creative and motivating speaker for teachers and students involved in choral music education.
In a sense it could be said that John was Glee before there was Glee. He is an educator, author, songwriter and choreographer. His mission is to transform kid’s lives through dance and music. John is also the founder and volunteer president of America Sings! Inc., a non-profit organization that encourages young performers to use their time and talents for community service. As I stated earlier, this guy is the real deal.
Yet with all of that work behind him it is the Double Dream Hands video that is bringing him into the national spotlight. As John said, who knew? His next question was whether after all of his work, would Double Dream Hands be what he was going to be known for? The answer is no; John will be known for his body of work. But this unique online viral phenomenon offers him a tremendous opportunity to reach the media, the public. It is also bringing new opportunities his way. This is a case where a video goes viral and creates a media story. Since the video took off, talk shows, late night shows, print publications and other media outlets have been interested in covering him and his video. It was organic and it was real. John’s not faking it; he’s teaching kids how to do that dance on the video. That’s what made it so interesting.
So, what PR or media lessons can you take from this story? I’m not suggesting that you go out and intentionally try to create your own Double Dream Hands phenomena, but you can learn from this just how powerful a story or video that gains traction on the internet can be. You do want to be aware of and pay attention to how you can position your online information and postings. An online video, blog or social media posting can also become a traditional media story. Although it might not be featured on Ellen or Oprah, it could interest local or regional media. Remember, social media now impacts traditional media. You never know what’s going to grab their attention.
Copyright © Anthony Mora 2011
Monthly Archives: November 2011
How to Find Music on YouTube
YouTube is a terrific site that offers both mainstream professional recording artists as well as up-and-coming singers and songwriters. However, since there are literally millions of YouTube videos finding the one you are looking for can be a tiresome task. There is a simple solution and by following the instructions below you will be sure to find the YouTube Video you’re looking for.
First head over to the music section at YouTube where the current top music videos can be found. This page displays the current top YouTube music videos including popular mainstream bands and recording artists. Depending on the genre of music you are looking for you can select from pop, country, rock, classical and others. Once in the particular section you will see a large listing of songs listed in order of popularity.
The second way to finding the YouTube music you are looking for is by using the built-in search. By typing the keywords you are looking for (artist name, track name, etc.) you will be able to find both songs by the artist as well as related videos. This is perhaps the easiest way to find specific songs you are looking for but by doing such a specific song you might pass up and miss a song you might really like.
If you find a song that you really like take a look at the related videos. Chances are there is a song or video by another artist that you may really like. The related videos that are displayed often are very similar to the original in artistic style, melody or genre.
Watch YouTube Music Videos to Help Improve Your Singing
Most of us watch YouTube music videos for pleasure. We enjoy seeing others do the things that we would like to do. But not too many of us watch videos with one specific goal in mind, -”What can I learn from this video that will help me to sing better?”
If you often watch just for fun, do this the next time you sit in front of your computer screen, try the following:
1. Choose a couple of singers whom you admire who also perform the kind of music that you sing. (This is not to suggest that you can learn only from those musicians who are in the same genre. You can learn from watching anysinger. But it is a good idea to keep up with singers who are doing well in your specific musical category.)
2. Ask yourself what it is about this singer that has made him/her a successful performer. For example, with Michael Jackson, it was his ability to dance and his great rhythm.
Choose one or two characteristics that you like about the singer you have chosen.
3. Now watch the video while you concentrate on how s/he expresses those qualities in this performance.
For instance, if you are impressed with your singer’s voice – watch carefully how s/he breathes. Listen to how s/he phrases, how s/he uses her/his mouth, tongue, jaw to create a unique sound.
If possible, watch videos of live performances. We know that many, if not most professional music videos are dubbed with a high quality recorded version of the music we hear. Those singers are often not singing the music that you are hearing. So if you want to watch how they really produce their sound, watch them in a live performance.
4. Watch the same video again, this time concentrating on some other aspect of the performance that grabs your attention. The way your singer moves, perhaps. Or how they interact with other members of the band. Perhaps you are amazed by how this vocalist handles a microphone. Watch carefully. Think about it. Try it with your own microphone.
The point is to study what others do, and then try to mimic it. Set up your own video camera and watch yourself in action. Over time, you can create your own version of another singer’s scintillating moments.
Think long term.
Some singing careers last decades. If you are serious about singing, decide that you are in it for the long haul. Whether you are an amateur or a hopeful-pro, aim to make wonderful music for many years, and watching YouTube Music Videos can help you.