Michael Paynter’s YouTube views leads to radio success

It’s been a while between blogs. It’s well into winter and the open fire in our South Melbourne studio doesn’t work nearly as well as we’d like!

The past few months have been busy, namely for our very first client Michael Paynter, whom we’ve been working with from before d.tail’s inception 11 months ago.

Michael has kicked some crucial goals in the past few months with the rapid uptake of his latest single ‘Love The Fall’, being the most added song to Australian radio in July above all domestic and international releases. It remains at the top of the Australian radio airplay charts and is currently climbing the ARIA charts.

The Love the Fall music video was shot in a mystical Northern Californian forest and features Michael’s mates, the lovely Origliasso sisters (The Veronicas) who also did the backing vocals on the track. The video had 12,000 views in the first 24 hours of its release to YouTube, and is now steadily climbing beyond 100,000 views.

Anticipation surrounding the video release can be attributed to Michael continually engaging with his fans on social media along with the whispers of two famous sisters featuring in the video. There was much buzz in the first days of the video being available and the coinciding single release. The video entered YouTube’s Top 100 in 15 countries, becoming the 46th most viewed music video worldwide. This led to Fox FM (Melbourne’s 2Day Network), arguably the hardest network to penetrate, adding Love The Fall across the board two days before the official radio service date.

An overwhelming response from radio stations nationwide followed, leading to Love The Fall being the most added song to Australian radio in July and the fastest moving track at radio shortly after.

Undoubtedly the reach of the video has been helped a little by the interest in The Veronicas, but much credit should go to Michael and his team for the way he’s created an online television channel that is full of live recordings, video blogs, behind the scenes footage, outtakes, tour performances and more. Loyal fans have been following and subscribing to Michael’s social media for years, being fed loads of great content, banter, and insight into the making of the artist. This base has put him in great stead for the increased traffic that has flocked online to find out more about Michael and his music as he’s exposed to a larger audience across Australia and globally.

“Through a period of my career when I was away resetting my plan of attack, playing shows and touring, social media was the only way for fans to keep updated with me. And thanks to d.tail, who have kept my social media outlets synchronized, efficient and effective, I had played sold out shows, ran great competitions and sustained high levels of ever-increasing traffic online. When it finally did come time to go to radio with the new single, I had thousands of people who were right there with me, ready to call, vote, post and spread the word. Without d.tail and their incredible efficiency and forward thinking, I would not be in the position I am today.” ~ Michael Paynter

As YouTube becomes more conducive to music discovery and recommendation, it’s increasingly important as a musical artist or band to have an engaging YouTube channel full of new and archived content.

Michael is a big fan of social media and believes in it’s ability to deeply connect with fans and stay connected with them.

“Social media allows fans not only to keep track of what is happening in your world while you're away from the screen and the airwaves, but it also allows them insights into who you are. People are no longer just satisfied with a song, a bio and some pretty pictures - They want to know how you think and what you feel.” ~ Michael Paynter

Love The Fall is the lead track from Michael’s much anticipated Love The Fall EP, out now on iTunes and in stores.

EB

dtailnoisemakers.com.au