YouTube Music for Beginners: How to Build and Grow Your Audience

Key Takeaways

• YouTube Music is one of the fastest-growing streaming platforms and benefits directly from YouTube’s massive video ecosystem.

• Your presence starts with distributing music to YouTube Music, which creates your Topic Channel.

• A well-set-up YouTube channel and Official Artist Channel (OAC) significantly improve visibility and control.

• Consistent, varied content, like audio uploads, lyric videos, live sessions, and Shorts, drives discovery across both platforms.

• Content ID and streaming royalties provide multiple monetization opportunities for independent artists.

• A clear release strategy strengthens your algorithmic performance and long-term growth.

YouTube isn't just another streaming platform – it's fundamentally different in ways that matter for independent musicians. Its real power lies in how it connects to YouTube. Together, the two platforms form an ecosystem where independent artists can grow, get discovered, build fanbases, and earn revenue without needing playlist placements or label backing.

Below are the key reasons YouTube Music should be at the core of your music strategy.

YouTube Music has rapidly become one of the most important streaming services for independent artists. As of March 2025, it has 125 million paid subscribers. This milestone means that YouTube Music gained over 25 million subscribers in a span of 12 months, which translates to an average of 2 million new subscribers each month.

With this growth rate, the platform is on par with Spotify’s growth pace, which added 27 million net paying subscribers in 2024. This makes YouTube one of the fastest-growing music streaming platforms in terms of users and subscribers, surpassing other major platforms like Apple Music and Amazon Music.

One of YouTube Music’s biggest advantages for musicians is its tight integration with YouTube, the world's second-largest search engine. Your visual content – music videos, lyric videos, live sessions, Shorts, and behind-the-scenes clips – feeds into the same recommendation network that powers YouTube Music. This creates a unified discovery path where viewers can watch a Short, find your official music video, and then save the track on YouTube Music without leaving the platform.

Your YouTube uploads can directly influence your visibility on YouTube Music by:

• Improving your search presence on both platforms

• Feeding engagement signals (views, watch time, likes, Shorts performance) that influence recommendations

• Directing new fans to follow you on YouTube Music

• Integrating your visual and audio catalog into one cohesive artist profile

This cross-platform connection enables you to grow your video and streaming audiences simultaneously – a unique advantage over audio-only platforms.

YouTube Music gives emerging artists more chances to be discovered, often more than Spotify or Apple Music. Here’s why:

Search discovery

When fans search for your artist name, song titles, or even genre keywords on YouTube Music (like moods, genres, or lyrics), your official releases and YouTube videos both appear in results. Unlike Spotify, where search heavily favors established artists, YouTube Music's search integrates user-generated content (covers, performances, lyric videos), giving emerging artists more visibility.

Algorithmic mixes and playlists

YouTube Music's algorithm generates personalized playlists based on listening history, engagement signals, and cross-platform behavior. Key playlists include:

• Discover Mix: Personalized weekly recommendations based on listening patterns

• New Release Mix: Recent releases from artists users follow or listen to regularly

• Your Mix / Radio: Generated stations based on specific songs, artists, or genres

Getting into these algorithmic playlists depends on engagement elements: streams, likes, saves, shares, and watch time on related YouTube videos all contribute to recommendation signals. This means uploading engaging content on your YouTube channel can push your tracks into YouTube Music recommendations.

‘Follows’ Equal Real Discovery

On YouTube Music, "following" an artist is equivalent to subscribing to channels on YouTube. When users follow you on YouTube Music, they:

• Receive notifications about new releases

• See your music prioritized in their New Release Mix

• Access your full discography in their Library

Building followers on YouTube Music happens through both YouTube channel subscriptions and direct follows on the YouTube Music app—another reason why cross-platform strategy matters.

YouTube Music and YouTube together offer several income streams for independent artists.

• Streaming royalties on YouTube Music: When users stream your music on YouTube Music, you earn royalties in a similar way to Spotify or Apple Music. Like these platforms, YouTube Music also operates on a pro-rata royalty payout system, meaning there is no fixed or universal per-stream rate. Actual earnings vary by user type (free vs. premium), region, artist deal, and overall platform revenue for the period. Industry reports suggest that the payout rates can fall anywhere between $0.0006 and $0.008 per stream (Lower rates apply mainly to ad-supported plays; Premium plays pay toward the higher end). These royalties are paid through your distributor (like iMusician), who collects payments from YouTube Music and allocates them to you based on your agreement.

• YouTube Content ID (Not really part of YouTube Music, but relevant): Beyond streaming royalties, Content ID allows you to monetize your music wherever it appears on YouTube, including vlogs, shorts, gaming videos, covers, fan uploads, remixes, and more. If someone uses your song, Content ID detects the usage and lets you claim ad revenue from those videos. For many artists, Content ID becomes their biggest source of YouTube income because user-generated content (UGC) scales massively across the platform.

For more on protecting and monetizing your music on YouTube and YouTube Music, check out our YouTube Monetization offering.

Properly setting up your artist presence helps you maximize visibility, maintain control over your catalogue, and make it easy for fans to find, follow, and stream your music on YouTube Music.

We'll get into this in detail shortly, but it’s essential to understand that before you can activate your presence on YouTube Music, you must first distribute your music to the platform. Your release is necessary to:

• Create your Topic Channel

• Complete your Artist Page

• Provide YouTube Music with the data needed for recommendations

• Enable you to qualify for an Official Artist Channel (OAC) (together with your YouTube artist channel)

Because these steps build on one another, having a release strategy in place is essential. A well-planned schedule helps you:

• Populate your catalog quickly and consistently

• Improve your chances of appearing in algorithmic playlists

• Build momentum across both YouTube and YouTube Music

• Align your branding, content, and promotion around each release

We have published a dedicated guide on YouTube music release strategy, covering the full timeline before, during, and after each release. So, check it out!

Before you can have an official Artist Profile, your music must be delivered to YouTube Music through a digital distributor.

Steps:

1. Choose a digital distributor that delivers to YouTube Music (such as iMusician)

2. Upload your track(s) with correct metadata: Artist name (must match across releases), genre, song titles, ISRCs (International Standard Recording Codes), and artwork (high-quality single/album cover).

3. Opt in to deliver to YouTube/YouTube Music (and select YouTube Content ID during the release process if you want your audio fingerprinted for Content ID claims)

4. Submit your release

Why this matters: When your official release goes live, YouTube automatically generates a Topic Channel (sometimes called an Art Track). That Topic Channel is the foundation of your presence on the platform: it hosts the official audio, aggregates related uploads, and becomes the starting point for your Artist Page on YouTube Music.

Your YouTube channel is the visual “home base” that connects directly to your YouTube Music presence.

Steps:

1. Create a new YouTube channel (or use an existing one that represents you as an artist): Settings → Add or manage your channel(s) → Create a new channel

2. Add essential branding elements:

   • Profile photo (clear, recognizable artist image or logo)

   • Banner image (2560 x 1440 pixels with key info centred)

   • Bio/About section (short artist info about who you are and what music you make)

   • Links to social media and streaming platforms

3. Upload at least one piece of music-related content (official video, lyric video, or Short)

Why this matters: A complete, active personal channel is required to request an Official Artist Channel (OAC). A well-branded channel also signals professionalism, improves conversion (viewers → subscribers), and provides the visual assets YouTube Music pulls into your Artist Page.

The OAC is the mechanism that officially links your music on YouTube Music to your YouTube channel, giving you full control over your artist identity.

Eligibility Criteria:

• You must have a personal YouTube channel that represents the artist or band, with at least one public video uploaded prior to applying for OAC

• You must have at least one official release on an Artist-Topic channel distributed by an approved distributor or label

• You must have at least one matching video on the Personal channel that corresponds to a release on the Topic channel (e.g., a lyrics version or an official music video)

• Your personal channel must not have any warnings/strikes for non-compliance with the YouTube community guidelines.

If you meet the program's eligibility criteria, you can request OAC status.

There are two ways to get it:

1. Through your distributor: Most distributors (including iMusician) offer an OAC request form as part of their services. This is often the simplest route. If you decide to request OAC with iMusician, make sure you’re subscribed to one of our AMPLIFY plans.

2. Through YouTube Artist support/Music Service Partner: According to YouTube’s official website, this option is intended for artists without a label or distributor. In that case, artists are prompted to contact a Music Service Partner, who can request an Official Artist Channel on their behalf.

Benefits of OAC:

• Your name displays with a ✔️ “official” verification badge

• All your music content is auto-organized under one unified channel

• You gain access to YouTube Analytics for Artists with detailed insights

• You appear on YouTube Music as a verified artist

• Your Topic Channel (auto-generated audio tracks) merges with your main channel

• Unified subscriber and follower counts across YouTube and YouTube Music

• Greater control over branding, featured content, and channel layout

The process of getting an OAC and mapping releases to the correct artist profile can be tricky. Metadata mistakes or inconsistent naming often cause songs to appear on the wrong Topic channel or create duplicate artist pages.

Common problems:

• Duplicate artist pages (multiple Topic channels for the same artist)

• Songs assigned to the wrong artist page

• Split discographies spread across several profiles

Steps to fix or prevent these issues:

1. Make sure you use a consistent artist name across all releases – use identical spelling and capitalization every time

2. Double-check metadata before each release: artist name, song titles, featured artists, and ISRCs should be accurate

3. If you notice duplicate pages or misassigned songs, contact your distributor’s support to request a merge or to reassign tracks

4. If you previously released music under multiple name variants (e.g., “Sarah Chen” and “S. Chen”), decide on a single primary name and standardize all future releases to that version.

Why this matters: Split or duplicate profiles can confuse fans, dilute your follower/subscriber count, and fragment your analytics. A unified, correctly linked profile makes sure your entire catalogue appears in one place, improves discovery, and makes it easier for fans to follow and stream your music consistently.

Your YouTube channel is the foundation for success on YouTube Music. Because your OAC (Official Artist Channel), Topic Channel, and audio catalog all connect back to this channel, it’s essential to set everything up correctly from the start.

Your channel name needs to be memorable, highly searchable, and consistent with your artist name across other platforms like Spotify, Instagram, TikTok, and Bandcamp. Avoid abstract names or clever puns that obscure who you are. If your artist name is “Alex Rivers,” your channel should be “Alex Rivers” or "Alex Rivers Music,” not something unrelated. You should also avoid long or complicated stylistic variations and keep it clean instead.

Your handle (the @username that appears in your channel URL and tags) should match your channel name as closely as possible. This makes you easier to find and tag – again, both across YouTube and other platforms. If your preferred name has already been taken, add a simple identifier such as “Music,” “Official,” or your genre: @alexriversmusic or @alexriversofficial. Avoid numbers or symbols – they don’t look very professional.

• Channel banner: Your banner (2560 x 1440 pixels) is the most eye-catching element of your YouTube Music channel, so it needs to reflect your identity clearly. Use it to highlight your artist name, your musical style or aesthetic, and – if relevant – your latest release, EP, or tour. Make sure essential text stays centered within the safe area and remains readable on mobile devices.

• Profile image: Use a clean, high-quality image – typically your artist photo or logo – that remains recognizable at smaller display sizes.

• About section: Write a concise description that introduces your genre, location, and artistic identity (basically, who you are and what viewers can expect). Include natural keywords potential listeners might search for, such as “Indie folk artist from Portland creating acoustic covers and original music.”

• Social links: Add links to your major platforms like Spotify, Apple Music, your website, your merch store, and any other destination that you feel is valuable to direct fans to.

Content organization plays a major role in helping new visitors quickly understand your music, explore your catalog, and stay on your channel longer – this signals to YouTube that your content is engaging and influences how the algorithm surfaces your content.

Playlists: Create structured playlists that encourage viewers to watch multiple videos in sequence. Make playlists for:

• Singles and official releases

• Albums or EPs

• Live sessions or acoustic performances

• Covers

• Behind-the-scenes content or studio footage

Thoughtfully curated playlists help build a cohesive artist narrative and guide fans toward your strongest content.

Featured video/channel trailer: Create a 30-60 second trailer for non-subscribers that introduces your sound, musical style, and personality, and ends with a clear call to action to subscribe. For returning subscribers, set a featured video showcasing your latest release, live session, or strongest-performing content.

Upload defaults: Use YouTube Studio’s upload defaults to streamline your workflow. Set up standardized descriptions, tags, metadata, and links so that every content you upload automatically includes your social links, streaming profiles, and artist website. This helps with consistency and saves significant time.

As outlined previously, linking is essential – not only inside individual video descriptions but also across your banner and About section. Include links to:

• Major streaming platforms and shops such as Spotify, Apple Music, SoundCloud, and Bandcamp

• Social media channels like Instagram, TikTok, Facebook, etc.

• Your website or official Artist Page

• Merch store

• Ticketing page for upcoming concerts or tours

A highly effective tactic is using a single Smartlink that funnels fans to multiple destinations. For example, iMusician’s Release Pages allow you to direct fans to a clean, centralized landing page where they can select their preferred streaming platform. This reduces friction, simplifies promotion, and makes sure that listeners can access your music wherever they want to listen to music.

Eager to learn more about Smartlinks? Check out our article on the best Smartlink tools for musicians!

Content strategy directly influences your visibility and growth on both YouTube and YouTube Music. The right mix of content ensures your music is discoverable, your audience stays engaged, and your channel develops a strong algorithmic footprint. Here's what to create and why.

Upload audio-only versions of your released tracks using static artwork or simple visualizers. These uploads allow listeners to access your songs directly on YouTube, help your tracks appear in YouTube Music search results, and generate royalty-eligible streams. They also give fans a dedicated comment space to react to your music. You do not need elaborate visuals – clean artwork, subtle animations, or looping video clips are more than sufficient.

Lyric videos remain one of the most effective evergreen content types. They are highly searchable, frequently shared, and usually continue to perform well long after release. Listeners often search for “song name + lyrics,” making these videos a consistent traffic driver. Tools such as Canva, Adobe Express, or basic editing software can help you create lyric videos without advanced production skills.

Live performances, acoustic versions, and one-take studio recordings showcase your musical talent and build a stronger personal connection with viewers. Because live sessions feel genuine and intimate, they boost engagement and often turn casual viewers into long-term followers.

YouTube Shorts play a central role in discovery, especially for emerging artists. These under-60-second clips appear in a dedicated, high-traffic feed that reaches viewers who may have never encountered your long-form content otherwise. Share 15–30 second hooks, performance highlights, behind-the-scenes studio moments, or quick storytelling clips. Add captions that direct viewers toward your full song or your YouTube Music profile, such as “Listen to the full track on YouTube Music.”

Covering popular songs taps into existing search and recommendation pathways. When users look for covers of trending or widely recognized tracks, your version can surface alongside them, introducing you to new listeners organically. To remain compliant with copyright, never use original recordings; perform and record the cover yourself, ensuring you have the necessary mechanical license through your distributor or collection society.

Documenting your creative process adds depth to your presence and builds stronger fan loyalty. Songwriting sessions, studio diaries, vocal recording breakdowns, tour vlogs, or gear walkthroughs give viewers a behind-the-scenes perspective. Educational content – such as production tips, songwriting insights, or equipment explanations – positions you as both an artist and a knowledgeable creator, attracting viewers who can value your expertise as much as your music.

Consistency carries more impact than perfection, especially in the early stages of building an audience. Releasing a polished music video every few months will not grow your presence as effectively as consistent, good-quality content posted weekly or biweekly. Create a balanced mix of high-effort content (professionally shot videos, in-depth tutorials, or live sessions) and low-effort content (Shorts, simple lyric videos, acoustic clips, or behind-the-scenes moments). This helps you maintain momentum without overwhelming your production capacity.

YouTube’s algorithm strongly favors active channels. Frequent uploads help you accumulate watch time, comments, and engagement, all of which can increase your likelihood of being recommended to new viewers. Remember that growth rarely comes from a single viral video. Instead, it comes from a sustained series of consistent uploads that collectively perform well over time. As you publish regularly, your content quality naturally improves, and you gain a clearer understanding of what resonates with your audience.

1. Before Releasing Music

• Define your release strategy
• Choose a distributor that delivers to YouTube Music (e.g., iMusician)
• Prepare artwork, metadata, and credits
• Upload your music for distribution
• Ensure your YouTube channel name + handle match your artist name

2. Set Up Your Artist Presence

• Customize your YouTube channel branding (banner, profile photo, About section)
• Add social links, website, merch, and smartlink (e.g., iMusician Release Page)
• Organize playlists (singles, EP/album, live sessions, covers, etc.)
• Upload core music assets (official audio, lyric videos, visualizers)
• Request your Official Artist Channel (OAC) once eligible

3. Publish Content That Supports YouTube Music Growth

• Upload audio-only videos for every release
• Create lyric videos or visualizers
• Post YouTube Shorts consistently
• Release live/acoustic sessions
• Share behind-the-scenes or creative-process content
• Publish covers of songs with high search demand

4. Optimize for Discovery

• Use consistent titles and metadata for music uploads
• Keep your upload frequency steady (weekly or bi-weekly works well)
• Pin comments with your YouTube Music link
• Feature a current single or popular video on your channel homepage
• Add links to your YouTube Music profile in every description

Growing your presence on YouTube Music involves creating a sustainable ecosystem around your music. By properly setting up your artist profile, implementing a clear release plan, and posting content that encourages both discovery and engagement, you position yourself to benefit from the full power of YouTube’s audio-video integration.

Whether you're releasing new music, producing supporting content, or interacting with your audience across different formats, each action builds over time. Treat YouTube and YouTube Music as connected platforms, stay consistent, and keep refining your approach based on what resonates. With a long-term, strategic mindset, YouTube Music can become one of your most powerful growth channels.