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April 10, 2013

Power to the Performers: Hipset Sets Artists up on YouTube

By Nicole Spector, Contributing Writer

Tapping into the demand for video, Hipset, the online entertainment company that makes the Facebook (News - Alert) music app, is launching a YouTube network to monetize video content by its partner artists. So far, that list includes the musical acts Soulja Boy, 3 Doors Down and Daughtry.

Musician and filmmaker Rob Zombie, American Idol winner Kris Allen and rapper Tyga are also getting on board.

Hipset is looking to create a space where artists can build a more official following on YouTube, an area where they haven't shown much prowess.

“Artists are really good at building up fans on Facebook, Twitter (News - Alert) and Instagram but they're not that great, to date, getting people to subscribe to them on YouTube," said Matt Schlicht, cofounder and CEO at Hipset.

Hipset could rival Vevo, a company that hosts more than 50,000 videos from artists signed to major labels like Universal Music Group (News - Alert), Sony Music Entertainment and EMI. Artists who partner with Vevo are generally looking to monetize their album's music videos.

Hipset, however, is looking to create revenue for other types of video content, like the footage filmed before or after a concert, and discussions with fans.

“What we’re helping [artists and celebrities] do is develop more behind the scenes content and then helping them monetize that," he said.

On Tuesday, Hipset launched Boost, a service that gives celebs the ability to require fans to subscribe to their social media outlets before accessing one of their videos.

Artists are paid a percentage of the revenue Hipset generates from YouTube (News - Alert) views. Schlicht sums it up simply, "If they succeed, we succeed."

Hipset is also keen on helping artists crack down on a strategy for YouTube, and is setting up collaborations with YouTube creators who have millions of subscribers of their own. 

Edited by Braden Becker
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