YouTube creates new revenue for musicians and techies

Sauti Sol perform at Arboretum Gardens in Nairobi in February. The group recently received Sh2.8 million for their hit song ‘Nishike’ on YouTube viewership only. PHOTO | FILE |  NATION MEDIA GROUP

By Oloo Winnie

In Summary

• Sauti Sol’s song ‘Nishike’ hit a million views, becoming the most watched and listened to song in Kenya in 2014.
• To date, the most viewed artiste is Korean musician Psy who made over Sh736 million from his song Gangnam Style.
• App developers also earn money from their inventions.
• They partner with mobile phone companies to enable content downloads onto clients’ phones.

Over-the-top content (OTT) online broadcasting channels such as YouTube are creating new streams of revenue for musicians and other content providers. They have also reduced entry barriers for startups.

OTT refers to delivery of audio, video, and other media over the Internet without the involvement of a multiple-system operator in the control or distribution of the content.

Sauti Sol, the all-boys Kenyan music group, recently received Sh2.8 million for their banned hit song ‘‘Nishike’’ on YouTube viewership only. The song hit a million views becoming the most watched and listened to song in Kenya in 2014.

“YouTube pays $3 (Sh278) per 100 views for its subscribers, it gets better with international views, earning 1$ (Sh92) per click,” said Antony Njau, a lecturer at Bridge College in Nairobi.

“All we have to do is get our music out there to the masses then earn a living for years. We also run cooperate adverts which earn us extra money,” said Joseph Musyoki ‘‘Njoseh’’ of S.o.C, an award winning gospel group.

To date the most viewed artiste is Psy, a Korean musician, who made over $8 million (Sh736 million) from his song ‘‘Gangnam Style’’. Apps developers are also awarded for their inventions.

The developers partner with mobile phone companies to enable downloads onto clients’ phones, they then share the profits. Buni TV partnered with Samsung mobile early last year to enable subscribers download quality Android videos.

Vevo, an online entertainment TV, pays royalties to artistes through the ads played before music or movies start. Corporates hire web designers to reach more clients through online marketing.

Mr Njau said that for a client to take you serious, you cannot afford to miss an international online address. He said that to start a web, a domain name is bought at Goggle.

“It’s like renting a room on the net, your own room, and to keep it you pay the landlord Goggle,’’ said Mr Njau.

The web is used to market products and also bring income through advertisements and other commercials.

“To identify yourself, choose a domain that is unique to you (company). You can then advertise and start being paid from 4,000 views,” he said.

“Hackers look for vulnerability in a system and exploit its weaknesses, I cannot term them evil because they sometimes save in cases of forgotten passwords,” said Jovial Mwongeli, owner of Zenith Cyber.

“They are a security threat. With information about you they can steal money from your bank accounts. It gets worse when they personify you to influence those known to you,” said Mr Njau.

Hackers introduce viruses to ruin a system’s normal functioning. On the other hand, blogging is a competitive affair that involves attracting as many readers as one can get. Bloggers with a big following generate more income.