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Content creators on Shorts, YouTube’s video platform, particularly musicians have recorded growing subscribership. The social media platform confirmed that artists are using Shorts to rapidly grow their subscribers.

YouTube has recorded a surge in multiformat creators since the emergence of Shorts, which it introduced two years ago. The new platform focuses on videos under one minute in length. YouTube is targeting multiformat creators who make long and short-form content. Moreover, the social media company is paying some record labels and musicians to create Shorts.

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Lyor Cohen, YouTube’s global head of music, believes it’s an important opportunity for both, the fans and the artists. He sees a “huge opportunity” in the short-form space. However, Cohen expressed concern that some viewers might only watch short-form content without exploring the artist’s deeper, longer-form work like music videos and interviews. The YouTube executive described short-form videos that don’t link to long-form content as “junk food”.

Cohen thinks short-form video could help crowdsource and make it easier for kids to find the soundtrack of their youth. But he says the user has to be promoted and has to direct him or her to long-form content. The users have to be guided to learn and discover to become a fan. Nicki Shamel, senior vice-president of global commercial partnerships at AWAL, says they must trust the content creators or artists to guide how they want to express themselves and communicate with their fans. He believes it has to be a personal choice and something authentic to them.

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However, many content creators are feeling the heat. And majority prefer creating short-form content as it’s low pressure. Content creators consider short-form as a “fun and inspiring way to interact” with and communicate. Last month, YouTube highlighted that mobile viewers need content that suits their active lives, varied interests, and wide-ranging attention spans. And multiformat creators are meeting this demand. They are adapting content strategies and deploying YouTube’s distinct and specialized video formats and data analytics.

These multiformat creators are leading YouTube into the next wave of the creator economy.

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