Back when I were a lad, you knew when you'd been successful by the measure of sales charts. Platinum, Gold and Silver discs to reflect sales of varying magnitudes. With the new digital landscape , these are largely gone as with many of the other trappings of the old-school record company structures.
So hooray for Youtube who’ve introduced a new Gold Play Button - a framed gong that signifies more than a million subscribers - it's about yay big. They send you one in the post. In fact they’ve already sent out 78 of ‘em to the lucky recipients, along with a voucher for $500 to spend at BH Photo to help you get even better at producing content. There’s also a second tier of reward, for reaching over 100,000 subscribers - for that you get a $500 voucher plus a custom camera case. They just mailed out another 1,400 of those - not too shabby - thats $700,000.
Youtube say they plan to release these awards every quarter which works out at $2.8 million per year - mind you, to the Bank of Google, it's small change.
Admittedly, it's just as lilely to be for a kitten in a wineglass, or a toddler sneezing a drink through its nose as for original musical content, but its a start.
So Youtube, if you are listening, I’d like to see more chart based measurements introduced all around, with a focus at the smaller end of the market - we can’t all compete with Justin Bieber after all.
In fact, I’d like to see a few more awards introduced - Best Music Technology Channel From The UK With Sonic In The Title for instance.
So get over to our Youtube Channel and Subscribe the heck out of it, we’ve only got 9,987,428 subscribers to go for a Gold Play, or 87,428 for that $500 voucher and camera case...
Full list of Youtube Creators Awards
We sat down with Rob to discuss the creative process and what lead him to using a modular