Next in Media: How to Turn Music Artists into YouTubers Hosted by Mike Shields | Released on April 16, 2025

Introduction

In the April 16, 2025 episode of Next in Media, host Mike Shields interviews George Carolaxis, CEO and co-founder of Ten Two Media, and Donna Boudicca, co-founder and COO of Ten Two Media. The discussion centers on transforming music artists into successful YouTube creators, exploring the unique challenges and opportunities within this evolving landscape.

Backgrounds of the Founders

George Carolaxis and Donna Boudicca bring diverse backgrounds to Ten Two Media. Donna shares her journey from being a professional musician signed to Island Records to transitioning into music management and entrepreneurship. She explains how the COVID-19 pandemic unveiled significant opportunities on YouTube, especially as artists needed to find new ways to engage with their fanbases digitally.

Donna Boudicca elucidates her contrasting path, starting with a finance degree from Wharton and working at CAA in the motion picture and talent division. Her passion for pop culture and strategic outreach led her to co-found Ten Two Media with George, recognizing the underserved potential within the music sector on YouTube.

[02:08] Donna Boudicca: "We realized in the music space in particular was really underserviced. And it was an opportunity to start a business to fill a gap that was needed in the market."

Identifying the Gap in the YouTube Ecosystem

The founders identified that traditional music industry practices on YouTube were limited to hosting music videos without leveraging the platform's full potential for brand development and storytelling. Donna highlights the stigma associated with YouTube, where artists would simply upload videos without strategic engagement, resulting in underutilized revenue opportunities.

[04:57] Donna Boudicca: "People just treated YouTube as a place to host music videos... and they forget about it, right?"

Building a Specialized YouTube Strategy for Musicians

Ten Two Media differentiates itself by combining deep musical insight with YouTube expertise. Donna emphasizes the importance of understanding both the creative and business aspects of music and YouTube to provide a competitive advantage.

[06:26] Donna Boudicca: "Being an artist understanding the business of music and also the business of YouTube at that intersection is a competitive advantage in itself."

The team developed a suite of tools, including lyric video generators and UGC tracking systems, to help artists maximize engagement and revenue on YouTube. By leveraging YouTube’s Content Management Systems (CMS) and content ID technologies, Ten Two Media enables artists to monetize fan-generated content effectively.

Monetization and Revenue Growth

A significant focus of the discussion is on monetization strategies. Donna explains how Ten Two Media’s approach leads to substantial revenue lifts for artists, with some clients experiencing up to a 5 to 7x increase in earnings.

[10:01] Donna Boudicca: "Some of our bigger clients... they're making millions of dollars, tens of millions of dollars on the platform."

Ten Two Media collaborates with a wide range of clients, from major record labels to independent artists, ensuring a genre-agnostic approach that accommodates various music styles.

Protecting Intellectual Property and Encouraging UGC

Protecting artists' intellectual property (IP) is crucial. Donna discusses how Ten Two Media monetizes fan-generated content without stifling creativity, allowing artists to benefit financially from widespread content use.

[11:27] Donna Boudicca: "We're able to monetize that content because as it proliferates and as fans create UGC, we're able to identify that IP and allow the artists to monetize at a higher level."

Expanding Beyond Music and to Other Platforms

While Ten Two Media specializes in music, Donna confirms the applicability of their strategies to other creator types. However, the focus remains on YouTube due to its comprehensive ecosystem, which combines long-form content, shorts, live streaming, and robust analytics.

[12:01] Donna Boudicca: "We do have some non-music clients and it works... leveraging that brand to tell a unique message and have your unique point of view."

YouTube vs. Other Social Media Platforms

The conversation delves into the strengths of YouTube compared to platforms like TikTok and Instagram. Donna highlights YouTube's multi-format capabilities and superior monetization options, arguing that it offers a more authentic and engaging platform for artists to build their brand.

[14:36] Donna Boudicca: "You have a more engaged audience than on a phone that I think you miss out on with short form."

Despite the popularity of short-form content, Ten Two Media advises that integrating both long-form and short-form content on YouTube is essential for maximizing discovery and revenue.

[14:46] Donna Boudicca: "If you're not creating short form, you're pretty much left in the dust at the moment."

Challenges in the Modern Music Industry

The hosts and guests discuss the shift towards independent music, which has significantly impacted major label market share. The democratization of music distribution has led to content overload, making it harder for artists to stand out without a strong brand and strategic online presence.

[21:47] Donna Boudicca: "The present and the future is you really now have to have a point of view more than ever. Because standing out now is really hard."

YouTube’s Growing Acceptance in Hollywood

Donna addresses YouTube’s evolving perception within Hollywood, noting that it is becoming increasingly integrated into mainstream media as consumption habits shift towards digital platforms.

[19:57] Donna Boudicca: "It's rapidly evolving and very quickly kind of becoming the norm."

Conclusion: The Future of Artists on YouTube

In wrapping up, George and Donna emphasize the importance of adaptability and strategic content creation on YouTube. They assert that YouTube offers unparalleled opportunities for artists to build sustainable and profitable careers by leveraging its diverse content formats and robust monetization tools.

[24:05] Donna Boudicca: "The ability to reach an audience in the way that they consume content that is authentic to your own brand and your ability to build that brand, I think exists in a superior way on YouTube than it does on other platforms."

Final Thoughts

Mike Shields concludes the episode by thanking George and Donna for their insightful discussion on harnessing YouTube’s potential for music artists. The conversation underscores the transformative impact of strategic YouTube engagement in the modern media landscape.

Notable Quotes:

• Donna Boudicca [02:08]: "We realized in the music space in particular was really underserviced. And it was an opportunity to start a business to fill a gap that was needed in the market."
• Donna Boudicca [06:26]: "Being an artist understanding the business of music and also the business of YouTube at that intersection is a competitive advantage in itself."
• Donna Boudicca [14:36]: "You have a more engaged audience than on a phone that I think you miss out on with short form."
• Donna Boudicca [21:47]: "The present and the future is you really now have to have a point of view more than ever. Because standing out now is really hard."

For more insights on media, marketing, and advertising transformations, subscribe to Next in Media and stay updated with the latest industry trends.