The Impact of User Generated Content on a Song Performance on YouTube and its Benefits to Music Label

Abstract

Since digitalization of the music industry, YouTube popularity is growing, and the platform becoming a great promotional tool for musicians and record labels. Based on statistical data analysis, this research investigates the impact of user generated content on music product performance within the YouTube community. The research is based on the case of the song Na Wan Ray released by Dutch record label Walboomers Music by Surinamese artist Sangrafu. The analysis reveals the origins of song popularity, tracks viewership growth and proves the positive impact of such content marketing practices as user-generated content and influencer marketing within YouTube music context.