SBTV is a useful example of how new digital platforms are disrupting the established business practices of media industries:
When it came to underground artists, SBTV could play a crucial part in an artist’s trajectory. Instead of waiting to get signed by a label or for radio to create the hype, artists could put their freestyle on SBTV, get a manager and a million views on YouTube, then leverage that to get a record deal. In 2017 – with cases such as Stormzy or Boy Better Know – major label backing is no longer essential.
So, at first it gave a platform to underground artists who got zero airplay on mainstream radio, without which it has long been the case that commercial success is difficult to achieve.
Now, however, the revenue from YouTube views exceeds the likely income from record sales for such Indie artists as those featured on SBTV.
The channel itself, now with over 10,000 uploads (just take a moment to think about that - imagine doing 10,000 videos, vodcasts!!!), was also a pioneer of appointment viewing, a spin on linear TV's scheduling. Each week at 5pm subscribers would know a new episode in a series would be uploaded (regular podcasting applies the same strategy...).
10 years of SBTV: the YouTube channel that undercut the music industry https://www.theguardian.com/music/2017/feb/28/grime-10-years-sbtv-youtube-channel-music-industry?CMP=Share_AndroidApp_Blogger
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