Reaction Videos are Cheap

If any of my friends read this, I want to apologize in advance but I can't stand reaction videos of any kind, I am not alone. I am not talking to reacting to Nintendo Directs only, but essentially unboxing videos, testing make-up, reacting to a trailer, etc, anything that is just a mere form or cheap marketing to obtain popularity based on your reactions even if they look fake.

We can think on the direct marketing perspective, based on product testing to understand the satisfaction with a product i.e. there can be a video made based on how a certain type of make up behaves and the content creator can give their opinion after an organized script to let the potential users and customers know what are your experiences based on your test and product demo; instead of going and make a video that you look unorganized and make the Nintendo 64 child a more serious salesman of an outdated product.

Probably the reason reaction videos are so popular it lies on the primitive aspect we encompass as human and great primates, we can think of  mirror neurons and mirror behavior, we gain pleasure by watching someone else reacting to an X situation that can mirror our own experiences and probably (again) is one reason people seek on those videos, because they feel empathy.

As we mentioned before, we have to understand there are different reaction videos and the concept itself can be used to show products as well cultural scenarios as the tasting of food and places, the concept can be used to sell travel plans but also to educate people on the different cultures that are beyond their cul-de-sac's and how they influence their daily habits of food as well clothing; but the concept gets lost instead of sitting with content that is easy to digest and almost forgettable.

There is one Youtuber I admire, I know their name through a friend, they are quite knowledgeable towards gaming itself, but they centered their content exclusively on reaction videos, and going through their list on Youtube to see their statistic I saw only their reaction videos are the ones that get the most views. Over time I saw that their original content and even let's play content has less views than the reaction videos and I found interesting on how they switched from original content to almost solely let's play and reaction videos to try to stay somewhat relevant.

Is almost a death sentence to any creator, why? Because you are setting your popularity on your looks to create reaction videos and probably after any potential audience see too many of your videos you are going to be on a popularity limbo because reaction videos don't contain any replay values, reaction videos are just mere extension of entertainment segments viewers can watch it once and there is no reason to repeat it them because they don't contain any informational value.

Even so, there is a moment when viewers can see how fake the videos involving reaction turn to be, if you don't have a marketing plan and you set yourself as a brand crying and screaming because of the new game is coming up, it can be difficult to take you seriously whenever you want to diversify your portfolio within your content, people aren't going to take you seriously enough to know you can create something wonderful but also people tend to be greedy and their modes and habits change over time.

Reaction videos at the end are forgettable, as a product per-se in 10 years they will be forgettable, they don't even contain meme content as the Nintendo 64 kid that can be used on the popular culture, instead the reaction videos are a cheap way to bring people which on a long term won't even be as active, they relegate original content on the side and honestly they don't contribute to anything original or new but instead clutter the space of whatever could bring something interesting to content creation.

Jonathan Young

The first time that I heard about Jonathan Young was 3 years ago when he and Caleb Hyles made a dual collaboration on each other channels, within Caleb's channel it was Wolf in Sheep's Clothes by Set It Off and with Jonathan's channel a metal version of Bell's of Notre Dame which it hooked me up on his channel also on the spot after listening to it; my first reaction was "it was incredible, catchy, fast, chilly towards the instrumental arrangements and his vocals were mind-blowing"

For over a year, I probably watched his videos on a weekly basis when he released them, still do but I am not going far in the future, on 2017 I had the chance to see him and Caleb Hyles for the first time live on Metro-Con albeit not on the concert they played but on the Disney Sing-A-Long and I was extremely impress because they were two of the musicians I admire albeit nerves didn't let me say hello and take a proper photo, or even buy the merchandise.

Over the curse of 2017 and 2018 as one of my goals was to follow the evolution of my favorite producers and content creators, and Jonathan been one of them; I took a methodical approach to find as more information as possible as well the interests, some of his older videos where filmed at his high school where he was a member of the chorus, he had an interest in metal since the early beginning and also he seemed to enjoy old Disney and Fox movies.

Over the curse of four years, he crafted his image towards his rich baritone which it encompass his tassitura but also his public persona, as he crafted his voice towards the villainous side in which he developed content related to Anastasia such as In the Dark of the Night or Scar's Be Prepared from the Lion King, which the viewers could see and hear his tone on full range.

Apart from his Disney covers, he also made covers towards anime such as my Hero Academia - The Day -  which is one of the most incredible arrangement's because he transformed it into a new song keeping a faithful adaption to the original source, which people who have understanding on music adaptation, production and theory we can see that Jonathan Young has great array of knowledge towards content creation and music production.

On 2018 I had the privilege to see Jonathan Young, Caleb Hyles and RichaadEB on concert at MetroCon 2018 and it was one of the most amazing experience, the sound production was amazing and they sound exactly as if we were in one of their videos.

But, the experience of the concert made me ask me a new question towards branding positioning, especially when you as a content creator you are your own brand, how you as a cover artist could make the transition to show your originals to your audience? We have Boyce Avenue as a prime example but yet Boyce Avenue seems to have issues dissociating from the image they crafted which itself could apply towards artist as Jonathan himself, even if he create his own music.

Back when Youtube was starting and when I was as freelance journalist around Tampa, roaming around shows and listening to the first musicians I did cover I wondered the same questions and from a perspective that involves switching styles or positioning your own products, maybe the best route is to find a sound that is pleasant to the ears, that people can identify as mainstream but at the same time that relies on your signature, same as lyrical content that is extremely meaningful to the public.

That could be the start to dissociate yourself from the cover label and keep striving as an indie artist, as one of the precepts that people enjoy finding in indie artist is the soul and essence of the artist, which it can really sell. I honestly want to see more about Jonathan Young, more original songs and what trajectory he will take beyond the nerdom.

The LGTBQ Chronicles: Five Questions With Musician Brett Gleason

Brett Gleason by Doug Seymour 'Starry Night'

There is some mystique behind his deep voice and enchanting persona. His blue eyes and stage presence can mesmerize every individual that is on the audience; but his songs, his lyrics are what can catch many people attention to Brett Gleason.

Originally from Brooklyn, Gleason discovered his love for music at a young age; a speech impediment caused him to spend his free time involved with music and books. His style is eclectic, as he mixes between an electronic presence as well acoustic piano song.   

There is a complex individual beyond the stage, a sensitive artist that is in touch with his emotions, his own personal history and the history of the community; such, as growing up with bipolar disorder; coping up with his identity as a gay man, and a singer songwriter that is willing to defy every label and create his own. 

With his self-titled debut album, there is an image of a really promising indie artist; with a fresh musical proposal that reflects his own struggles and growth as a person and a musician. 

One of the nicest aspects about the internet, is that the users can find a wide array of interesting proposals; as well support independent musicians, that are trying to be known to a public that are eager for a new musical proposal; and what better way to see their work, such as Brett's around Youtube and finding their songs through iTunes as well other electronic media.

How you discovered that you wanted to follow a path in music.?

BG.  I grew up with a bad speech impediment so I got involved in solo activities at a young age, lots of sports and arts – I was a gymnast,a writer and played multiple instruments. As I grew older and began to experience more intense emotions, I started to employ these skills to help clarify and master my feelings. At 13 I started writing songs and knew this was going to be my life.

As I read on The Huffington Post, you were diagnosed with bipolar disorder when you were 19 years old, as well as the time you started to become sexually active. How have those experiences, molded you in the path to find your identity as a musician but as well as a person?

BG.  Being bipolar and gay have further solidified my status as an outsider which I think is useful for an artist.  It’s given me an opportunity to see things from a very different perspective as well as freed me to pursue my artistic pursuits.  I think I’d feel a lot more pressure to find a steady job, marry and have kids if I weren’t a gay man with a history of mental illness, as things stand I’m free to create my own divergent path and follow my own crazy dreams.

How do you describe your music.? Who where your influences.? And, what do you think about labels many people place over artists, such as avant-garde or queer.? Do you see yourself with or without any of these labels.

BG:  I create a kind of fusion of alt electro rock with a piano based singer/songwriter sensibility.  I grew up listening to large, epic rock groups like The Smashing Pumpkins and Nine Inch Nails but also solo artists like Tori Amos, Fiona Apple and Elliot Smith.  I like to write songs that can be translated both as a full rock band sound as well as solo with just me at the piano.  Like most labels, genres do more to exclude than to inform.  My goal is to reject them all.

How was the process of releasing your eponymous debut album.? Taking in consideration that sometimes people as well the industry markets the work towards more of the life and image of the artist, than the work itself.

BG: Making my debut record was a long process. I played all the instruments except for drums and produced all the songs myself. I did however do a Kickstarter campaign to help fund the record which brought some great people on board to inspire and motivate me along the way.  Using my name and face to represent the record make it a very personal process but also a very transparent one. My name, my face and music – those can all speak for themselves and they speak candidly.

What is your opinion toward the use of social media,  in order to position not only a product but the artist himself.?

BG: To be honest it’s hard to have a position on social media as I haven’t known any other way to connect with fans and release music. Whereas maybe ten years ago, recording a record was a really private process it’s now something that you live tweet, share early mixes from and document publicly on a daily basis.  I used to think this was a shame but now I see how you can use this as a way to not only get feedback along the way but to feel more connected throughout what can be a very isolating experience for a solo artist.