Sandbox Issue 237: VIEWTUBE. When Music Video Plays Get Juiced

Lead: Sony Music India artist Badshah claimed to have broken the 24-hour record on YouTube for 75m plays of his track ‘Paagal’ in July. Then people started asking questions. It eventually emerged that the track’s success had been boosted by TrueView ads before and during other YouTube videos, all of which counted toward the opening […]

What the ‘Paagal’ YouTube controversy means for music marketing

Back in July, Sony Music India claimed that its artist Badshah had broken the record for most first-24-hour streams for a music video on YouTube. However, his 75m-views milestone was called into question when it emerged that the label had boosted those views with advertisements. YouTube has since changed its calculations for charts and 24-hour-debut […]

‘Juicing’ YouTube views with ads isn’t just an India thing

Sony Music artist Badshah came under the spotlight recently when his label claimed he’d broken YouTube’s first-day-views record; YouTube pointedly didn’t confirm it (and still hasn’t); and then debate ensued about the strategy of buying Google ads to boost a video’s view-count on YouTube. As Times Music COO Mandar Thakur crisply put it in a panel at […]

Badshah far from the only artist buying YouTube views with ads

There is still no official word from YouTube on whether Indian artist Badshah has set a new record for first-day views of a music video, beating BTS’ previous milestone. If YouTube is hoping its silence will make the controversy around Sony Music’s claims of 75m 24-hour views for Badshah’s video ‘Paagal’ go away, however, it […]

Google AdWords promotion was key to Badshah YouTube success

On Friday, we reported on Indian artist Badshah’s success with his new music video ‘Paagal’, and Sony Music India’s claim that it had broken BTS’ YouTube 24-hour-debut record with 75m views in its first day on the platform. We’re still waiting for YouTube to officially confirm the record, but in India there has been criticism […]

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