It was in August 2012 that I’ve decided to take things into my own hand and reveal some of the hidden gems of music.
Scrolling through my SoundCloud feed every night after school I was gobsmacked by the sheer amount of brilliant new music that was waiting to be discovered. Only to see that many small bands and producers never were. What started as another side project that I thought I might abandon after a couple of months turned into a story that would last for years.
Between 2009 and 2012 a new form of music discovery platforms emerged – in the shape of YouTube channels, dedicated to certain vibes.
With brands like UKF, Liquicity, MrSuicideSheep and Majestic a whole wave of music promotion channels popped up on YouTube left, right and center. When I was brainstorming about how I could promote the music I was discovering, I decided to hop on board and start my own channel on YouTube.
Looking for name I quickly came up with the word-creation “chillicious”, a combination of “chill” and “delicious” (chill music that is “delicious” to your ears, see “earcandy”). Regarding branding I had no previous experience and was rather overwhelmed with the process so I had a look at the wave of new music channels that were formed around that time and ended up with “SirChillicious” as an alias I would use to upload the music I found. A rather unspectacular process.
One thing most channels had in common: a certain direction or genre they were dedicated to. What I knew is that I wanted to create a space for the more chill side of music but I was never able to stipulate one genre only. While this definitely caused some confusion for the listeners, especially in the early years, I kept the concept and played the long-game.
Things I’ve learned along the way
One of the greatest things about this project is that it showed me that “anything” is possible if you are dedicated enough. I had absolutely no experience and didn’t even know anyone in the music industry when I started. Launching any type of project requires a certain amount of self-organization, vision and perseverance. Being your own boss is fantastic because you can literally do what you want, but without a plan or idea where you want to head you can quickly lose your head.
Miscellaneous project statistics
- Over 30.000 subscribers on YouTube since mid 2016
- Top 5 geographies: USA, Germany, UK, France, Canada
- Reviewing up to 10.000 songs a year