Monetizing Joy

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Jill Peterson and Kevin Heinz’s JK Wedding Entrance Dance video on Youtube has met with extraordinary viral success. As I write this, the video has been viewed 17.3 million times. It is a joy to watch and I’m sure it was a joyous day as well. Jill and Kevin have added links to the video and to the video download page to support the Sheila Wellstone Institute, which is dedicated to ensuring that ending violence against women and children is a national priority.

I hope the 17+ million viewers have been able to make a serious donation to the institute.

On the commercial side of things the video is set to R&B star Chris Brown’s hypnotic dance jam “Forever.” And that’s been a real business bonanza for the rights holders as reported by Youtube.

As a result, the rights holders were able to capitalize on the
massive wave of popularity generated by “JK Wedding Entrance Dance” —
in the last week, searches for “Chris Brown Forever” on YouTube have
skyrocketed, making it one of the most popular queries on the site:

This traffic is also very engaged — the click-through rate (CTR) on
the “JK Wedding Entrance” video is 2x the average of other
Click-to-Buy overlays on the site. And this new found interest in
downloading “Forever” goes beyond the viral video itself: “JK Wedding
Entrance” also appears to have influenced the official “Forever” music
video, which saw its Click-to-Buy CTR increase by 2.5x in the last
week.

So, what does all of this mean? Despite compelling data and studies
around consumer purchasing habits, many still question the promotional
and bottom-line business value sites like YouTube provide artists. But
in the last week, over a year after its release, Chris Brown’s
“Forever” has again rocketed up the charts, reaching as high as #4 on
the iTunes singles chart and #3 on Amazon’s best selling MP3 list.

Quite a story. As my Aussie friends would say Good on Ya Jill and Kevin! I hope you have a joyous and marvelous life together.

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