Research Article
Crucial Quality Features of Visual Artists’ and DIY-Musicians’ YouTube Channels
Abstract
YouTube offers new possibilities for visual artists and DIY-musicians to increase their visibility. Applying a descriptive-exploratory approach, this paper identifies existing quality features: A comprehensive literature overview serves to extract and cluster quality features for YouTube. Two studies of 30 YouTube channels of visual artists and of 30 channels of DIY-musicians are used to test the identified quality features via content analysis. Qualitative expert interviews are used to validate and enrich the results for both art forms. For both groups of artists, the features technical quality, community building, target group orientation, connection to social media and appealing channel design are relevant. In addition, features were identified that are particularly important for either visual artists or DIY-musicians.
Keywords
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Keywords
- aesthetics
- higher education
- cultural diplomacy
- career, professional role
- audience studies
- Business
- digitalization, digitization
- diversity
- empirical aesthetics
- entrepreneurship
- development, transformation
- ethics
- Evaluation
- festival
- film
- social change
- ideology
- staging
- communication
- Concert
- creativity
- culture
- arts organizations, cultural organizations
- fincancing the arts
- cultural history
- cultural economy
- art education
- cultural policy
- cultural sociology
- audience development, art education
- arts administration, arts management
- cultural industry
- cultural sciences
- art
- arts research
- curating
- artists
- leadership
- management
- marketing
- market
- media
- methods development
- museum
- music
- opera
- orchestra
- organization
- law
- social cohesion
- community arts
- state
- urbanism
- dance
- theater
- theory development
- tourism
- civil society, third sector