Inside Music MediaJerry Del Colliano

One of my readers, Darryl Swann, shared something with me that I want to share with you.

His 12 year-old daughter – Savannah Lovelace-Swann known as “Nana” -- is hooked on this teenage vlogger (video blogger) known as Meredith Foster.

In the last 48 hours her latest YouTube video on “Winter Essentials: Fashion & Beauty Inspiration” has had almost 300,000 views.

If I’m a radio station, I’m listening up and learning what this future content provider already knows.

What Nana likes is Meredith Foster’s comedy and “preposterous nature” – a quote.  The usefulness of her beauty and skin care tips for teens.  And get this, she loves her modern nerdy style.  And the giveaways, as you’ll see – radio used to do this kind of stuff before consolidation.

Better yet, if I am thinking about someday leaving radio for digital media, I’m on this now.

I asked my own daughter, Daria, a post-college Cronkite School grad who has worked in media and sports, to assess Meredith Foster’s appeal.  (My comments are in parentheses).

1. She comes across really approachable, even goofy.  She makes faces and says silly things. (She’s authentic).
2. Also, at the beginning of each vlog she offers people a chance to win a giveaway if they like her video and subscribe to her YouTube Channel and leave a comment in the comment box (new age promotion technique).
3. I think it's also interesting how she incorporates music throughout the video and sometimes you feel like you are watching a music video because she will stop talking and the music will just play as she dances around/walks/poses, etc. (Music is what we cannot live without, everything else is just an extra).
4. And finally, each of the outfits she features either recreates a fashion look of a star or is recreating a trend for the various seasons.  She also did a makeup tutorial in her Jennifer Lawrence steal her look vlog.  All the products she uses or clothes she wears are affordable but on trend so I can see how the younger kids can get into that.  (She’s one of us, not the “we’re better than you” radio vibe you get from most stations).

Radio would screw this thing up with self-promotion that would make you vomit.  Let’s be honest, many radio people still live in the hyped days of the 60’s, 70’s and 80’s and that doesn’t translate to digital real well.

You’re going to come to my Philly conference and we’re going to talk about this.

But, I’m going to take it up a notch.

Wait until I show you the entrepreneur that makes $3 million a year from a 4-minute weekly video that has no commercials, no product placement, no ads of any kind and no paid subscribers.

$3 million a year!

You owe it to yourself to reserve a seat at this conference – immediate impact, inspiring -- Jerry