Emma McGann: Unique Live Streaming Success in Music

Next, we're going to speak to Emma McGann, who has developed a truly unique way of making money from live streaming in the music industry, differing slightly from many artists you might read about. She has an interesting story about how she's managed to generate revenue and build a global fanbase through live streaming.

Introduction

Host: "So, Emma, lovely to have you here."

Emma: "Thanks for having me."

Host: "Emma, can we dive straight in? Can you tell me a little bit about what you're doing and where you're at?"

Emma's Unique Approach

Emma:

"I have a very unique approach to how I promote myself as an independent musician, how I market myself, and how I earn money through making a living as a musician.

• I'm from the West Midlands, a pop songwriter, and I've been doing this professionally for about eight or nine years.
• I pride myself on interacting with the fanbase I've grown over the years online through live streaming.

I gear a lot of my promotion through that medium, and that's where I'm at. I've been doing it for quite a long time now.

Host: "Has your music evolved over the years?"

Emma: "Yes, definitely in terms of musical style."

Main Source of Income

Host: "What is your main source of income?"

Emma: "I would say maybe 70% of my main income comes from sharing my music through live streaming."

Host: "70%? That's quite a lot!"

Emma: "Yeah, it is. I started live streaming on a platform called YouNow about four years ago after doing a school tour around the UK.

I came across this live streaming website where the initial aim was to build an audience and gain exposure. I saw it as an opportunity and began live streaming, and we saw the online interaction and activity around my music grow ever since."

The Live Streaming Experience

Host: "Can you give us an example of how a live stream works for you?"

Emma:

"For me, I usually interact with my audience through a kind of live show.

• It's typically just me and an acoustic guitar where I treat it as a gig.
• During the performance, they can talk to me between songs, ask questions, and I'll give birthday shout outs."

Host: "Do you have returning viewers or see growth in your audience?"

Emma:

"There's definitely a core audience that has stuck with me from the beginning. YouNow is a platform that makes you very discoverable.

I find that a lot of the traffic comes through my broadcasts, and I'm constantly meeting new people.

The interaction really drives engagement and translates to other social media as well."

Choosing YouNow

Host: "Do you only broadcast live on YouNow? Why not utilize other platforms?"

Emma:

"I've grown my fan base organically through YouNow. I tend to drive my followers from Instagram, Twitter, and Facebook to YouNow, and then on YouNow, I tell them to follow me on other platforms.

There's cross-pollination, and they have different content to enjoy across those platforms. So social networks are still very much a part of promoting everything."

Monetization Process

Host: "How easy is it for artists to set up live streaming and earn revenue?"

Emma:

"It's not necessarily a difficult process if you're willing to put in the groundwork.

• If you get partnered on YouNow, you receive a virtual tip jar to earn money through your broadcasts.
• They look for people who are consistent and provide good content.

It's not too difficult to get partnered, and as soon as you are, you start earning. I've been earning on that platform for four years now, initially using it for exposure."

The Importance of Email Lists

Host: "Do you track your audience geographically?"

Emma:

"We use external analytics like Google Analytics. It's crucial to drive people to my website to sign up with their email addresses. I emphasize that because Facebook, Instagram, or any platform can vanish overnight, and you don't own that data."

Brand Partnerships

Host: "Do you engage with brand partnerships or promote merch during your streams?"

Emma:

"Brand partnerships have happened in the past, but advertisers struggle with how to advertise in live streams. They want integration that doesn't interrupt the content.

As an artist, you have to align brand deals carefully with your audience to avoid being overly promotional."

Lessons Learned

Host: "What's the biggest lesson you've learned throughout this process?"

Emma:

"You have to be willing to put in the work from the very beginning and make connections outside of the online world.

It's important to step outside your comfort zone and meet as many people as possible. Those relationships can lead to opportunities."

Key Influences

Host: "Who has been instrumental in your career?"

Emma:

"My manager, James, comes to mind. He's my producer and manager, and he has been key in helping me incorporate new tech, like VR and blockchain technology, into my music."

Future Innovations

Host: "Are you looking at new innovations in your work?"

Emma:

"Absolutely! We're always looking for ways to incorporate new technology into our projects.

• Currently, we're exploring VR180 for a music video.
• We're also involved in apps that use blockchain, allowing artists to earn in cryptocurrency."

Conclusion

Host: "Why does this revenue model work for you?"

Emma:

"It works because I am my own boss. I have control over my hours, which gives me the creative flexibility I need. I broadcast one or two times daily, sometimes three, catering to my audience's time zones effectively."

Host: "Is there anything that didn't work for you in the past?"

Emma:

"Initially, I struggled in local open mic circuits. I realized my strengths were in writing pop music, so I shifted my focus there, which made a huge difference."

Host: "Emma, thank you so much for joining us today. If anyone wants to find out more, where can they go?"

Emma:

"Emmamcgan.com is probably the easiest place. Sign up for the newsletter!"

Host: "Thank you! Cheers."