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“There are annal — like the new Taylor Swift anthology — I apperceive I accept to cover, that I accept a albatross to cover,” Fantano tells TheWrap
YouTuber Anthony Fantano lives up to his appellation as the “internet’s busiest music nerd.”
The 33-year-old, alive from his home flat in Connecticut, churns out anthology analysis videos at a baking pace. Rap, pop, indie rock: You name it, he covers it. Fantano puts out bisected a dozen reviews per anniversary on his “The Needle Drop” YouTube channel, which has racked up about 2 actor subscribers in the decade aback its debut.
“The Needle Drop” has become the capital YouTube destination for music insight. His sister channel, appropriately dubbed “Fantano,” alms what he calls added “think piece-y” videos, adds addition 820,000 subscribers to his fold. Altogether, his videos accept been beheld about 700 actor times.
The architecture is simple enough: Fantano, with his brand buzzcut, rapidly fires off his thoughts on a new almanac for about 10 minutes, clashing amid attractive abroad from the camera and breaking the fourth wall. Jump cuts accompany admirers from one assessment to the next. The anthology in catechism is acutely featured abaft him to his right, while to his larboard are a few annal from his acutely amaranthine collection. As far as aesthetics go, that’s about it.
Ask Fantano how he went from NPR obscurity to YouTube acclaim in 10 years, and he says it boils bottomward to one word: “trust.” His admirers appetite to apprehend what he has to say about new music because they can see he’s aloof as amorous as they are.
“Consistently advancing out with agreeable that gives bodies a acumen to anticipate about the music they’re alert to,” Fantano added, aback asked his abstruse sauce. “Building the assurance and putting in the accomplishment to break entertaining, fresh, and constant is the adamantine part, really.”
Press Fantano on his admired bands, and he’ll annual several aerial academy favorites, from Public Enemy to Tom Waits to Crass. He still finds time to analysis alcove acts he knows will acceptable alone address to him and a baby boyhood of his fans. At the aforementioned time, the weight of accepting millions of YouTube subscribers makes him feel an obligation to awning the bigger releases.
“There are annal — like the new Taylor Swift anthology — I apperceive I accept to cover, that I accept a albatross to cover,” Fantano said.
He’s afraid to allocution about his business, added than acknowledging he’s able to accomplish “six figures” off his channels “before taxes.” That’s amid YouTube ads and his Patreon account, which has 981 supporters chipping in at atomic $2 per month. It’s abundant to advance a “three-person accumulation line” that additionally includes a bounded video editor and his acquaintance Austin, who helps him aces his capacity and ability his content.
TheWrap afresh bent up with Fantano to allocution about 10 years of “The Needle Drop.”
Take us aback to 2009, aback The Needle Drop was aloof accepting started on YouTube. What was the alpha of the channel?
It started off as an NPR-affiliated podcast [in 2007] and a approved old music blog that you would’ve begin on the Indie blog-o-sphere in the late-2000s. And afterwards accomplishing that consistently for about a year and a half, I wasn’t authoritative abundant advance and wasn’t seeing it abound that much.
After accomplishing added research, allegory my antagonism and seeing what was out there in agreement of music journalism, I ample I’d try my duke at talking about albums on camera, and see if it set me afar from the added analysis sites and bloggers out there. What I had been accomplishing wasn’t accepting traction, so I absitively to booty a risk. And I was already an ardent YouTube eyewitness by that point.
Was there an “a-ha” moment, area you anticipation this could absolutely booty off?
The reviews accept consistently been a slow, upwards backpack (in viewers). There was never a single, big analysis that blew the approach up. What did enthuse me, though, was about the time I got my aboriginal 100 subscribers. And I was like, ‘Okay, as far as I can tell, that’s added assurance and advance than I apperceive is actuality put into the admirers of my podcast or the readers of my blog.’ There was about no way of tracking a lot of times who was reading. I was accepting accept traffic, but it wasn’t echo traffic. Bodies would appear on to accept to a song, again leave immediately.
As anon as I was accepting YouTube comments and hit 100 subscribers, I was cerebration ‘maybe there’s article to this. I could accumulate going. I don’t apperceive how far I can absolutely advance it aloof reviewing accidental indie bands on YouTube, but it seems to accept added gas in the tank.’
Now, a decade in, how do you break on top of the “cool” music to review?
The alone allotment that makes the befitting up aspect of it difficult is aloof the arduous assimilation I’m accepting to accord with. It wasn’t that abundant of a botheration 10 years ago. Every week, I’m faced with, and acquainted of, 10-14 altered reviewable albums that, in a absolute world, I’d be able to pop a analysis out of. But I’m aloof one actuality who, while advancement my sanity, can alone do 5-6 reviews per week
As far as actuality acquainted and befitting up with all this being – I brainstorm for addition who is absolutely on their own and accepting to do the leg assignment on their own, yea, it is actual tough. But for the best part, a lot of what’s new, what’s interesting, what’s abnormal and what’s account covering, ends up accepting befuddled into my lap by my audience. Because they’re alert to new being all the time, and they’re consistently in my face on amusing media, jumping bottomward my throat adage “review this, analysis that.”
Having those [fans] actualize a bit of an advantage, in that I don’t accept to be afterward the account to see if so-and-so aloof came out with a record. It additionally makes me acquainted of new artists who are on the appear up. I aloof affectionate of try to break in tune with that, aback I apperceive my admirers at the end of the day are absolutely amorous music listeners, and are alone suggesting for me to analysis because they absolutely adore them, not because some PR actuality is cogent them to say so.
Occasionally, I’ll appetite to awning article that’s alfresco of my audiences’ tastes or interests. Every anniversary or so I accept to try and awning at atomic one or two of those things to accumulate my sanity. If you’re alone reviewing what is in the top anthology spots on Apple Music every week, you can get affectionate of jaded.
How do you antithesis accoutrement abate acts you may adore added personally, with accoutrement mega-releases like the new Taylor Swift anthology that will drive added views?
I aloof try to acquisition a accustomed antithesis every anniversary amid which albums are the best high-demand in agreement of absorption they’ll get and the altercation they’ll foster, and annal that are stylistically and topically are added interesting, admitting how accepted they are or aren’t.
There acclimated to be a time area it apparently wasn’t all-important for me to allocution about the new Taylor Swift almanac because my belvedere wasn’t absolutely that big and I had chargeless administration to analysis annihilation I wanted. But now, as one of the bigger reviewing platforms on the internet, you affectionate of accept to allocution about Taylor Swift. Not alone because it’s authoritative a big burst and it’s affecting – and truly, it’s not that bad, I anticipate it’s one of her bigger annal in a while – but still, to not awning Taylor Swift would be actively axis a dark eye to a cogent allotment of pop culture. As a music analyzer of my size, it would be capricious in a way. It would be malpractice. (laughs).
Conversely, I’ll try to animation off of that and awning article like the new Vivian Girls record, which I knew wasn’t activity to get a ton of views.
What admonition would you accord to an cipher creator?
Stay on a schedule. Be consistent. If you’re a analyst like me, acclimatize at atomic some of your agreeable about capacity that are buzzworthy so it’s added acceptable you’ll be stumbled aloft or recommended in the YouTube algorithm. Accepting bodies to acquisition you can be a gamble, but there are things you can do to access your chances.
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