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. Despite that, I saw that many small bands and producers never were. What started as another side project, that I thought might die after a couple of months, turned into a story that is lasting for nearly a decade now.
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 Casual, 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. The recipe is simple: if there isn’t a music video available for the song to be promoted, you pick a candid photo and pair it with the vibe of the track. Boom – double promotion, for the musician and the photographer.
One thing most channels had in common: a certain direction or genre they were dedicated to. What I knew was that I wanted to create a space for the more chill side of music, but I was never able to focus on a single genre only. I am generally promoting anything that is lush enough to listen to casually, not being bound to a single genre though.
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. Today, many of my friends are people I met directly, or indirectly, through this project and I’m honored to be a small part of the scene.
Miscellaneous project facts
- 30.000+ subscribers on YouTube since mid 2016
- Top 5 geographies: USA, Germany, UK, France, Canada
- I am reviewing up to 10.000 songs a year for a potential feature
Tune in and check out the latest uploads
The official Spotify playlist