VLOGGING: Why Video Blogging Is important


By: Jonathan Eifert


Directly communicating with an audience through the medium of video is very effective and I’ve found that as long as you give artists a nudge, they are willing to experiment. I like to encourage vlogs (video blogs) uploaded directly to Facebook and YouTube. This will add extra dimension to the artist’s brand—connecting to fans on a personal level.

I’ve found many artists shy away from video cameras. It’s not that they are nervous or scared, but somehow don’t seem to embrace this medium as much as they could. I’m not referring to professionally produced videos, but simple videos made with a phone or laptop.

One prime example of an artist doing this right now is the American tenor Michael Fabiano. He’s currently vlogging about different topics from rail transport to cars and their environmental impact.

Of course artists need to be known for their art, but providing additional hooks or entry points into their brand is vital. I think vlogging will bolster their reputation and fans will find it enjoyable.

If you manage artists or oversee their publicity, you may find these vlog-creating tips helpful.

  1. Content is still important and needs to align with the desired brand image.
  2. Frequency is vital; schedule one per week or two per month.
  3. Good lighting is key; natural light is usually best when filming with a phone or laptop.
  4. Trim any excess film that typically resides at the beginning and the end.
  5. Keep the video under two minutes, but depending on your audience you could do more.

For further insight, also check out Joyce DiDonato’s videos.

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Jonathan Eifert
Trained as a classical pianist, Jonathan realized early in his career he preferred the business of music, rather than making music professionally. He moved to London to study arts management and after a series of successful encounters, returned to the U.S. to build his PR firm. People in the industry started hearing about his work and innovative approach to PR. Word travelled fast and projects began. Work started at his kitchen table in a leafy Philadelphia suburb. Fast forward to the present day, Jonathan is based in New York City. As needed, he provides on-site client visits around the United States, but most projects are maintained remotely through a strong infrastructure of digital platforms and global contacts. Over the years he has enjoyed providing marketing, communications, and PR support for the Cleveland International Piano Competition, Portland Piano International, Allentown Symphony Orchestra, Golandsky Institute at Princeton University, Philadelphia Young Pianists' Academy, and Pianofest in the Hamptons. Jonathan previously worked at IMG Artists (London) and Astral (Philadelphia). He now serves clients throughout the U.S. as the founder of Jonathan Eifert Public Relations. He is an associate member of the Grammy Recording Academy and regular contributor to artshacker.com. Jonathan completed his Master of Arts degree in cultural policy and management (arts administration) from City, University of London—specializing in classical artists’ brands and their development. He holds his Bachelor of Music degree from Cairn University. Jonathan is a board member of Living the Classical Life and member of Astral's Institutional Advancement Committee. Learn more on jonathaneifert.com.
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