Thursday, July 16, 2020

Will Smith has joined the lo-fi hip-hop YouTube bandwagon | Music Ally

In the Q1 2020 edition of our Music Ally Report (which you can read here if you missed it) we looked at ‘the hi-power growth of lo-fi hip-hop playlists’ on YouTube and Spotify alike.

Round-the-clock streams of chilled-out hip hop have attracted millions of subscribers to YouTube channels run by curators like ChilledCow and Chillhop Music, while their Spotify playlists are among the fastest-growing on the latter service.

Now a big name from the music and movie worlds is getting involved: Will Smith. He’s just published his second ‘chill beats’ video of the Covid-19 lockdown on his YouTube channel: one and a half hours of ‘Lo-fi Summertime Beats to Social Distance To‘, complete with companion playlists on Spotify and Apple Music.

The video appears to be monetising well (two pre-roll ads when we fired it up this morning), with Smith also promoting his Bel-Air Athletics clothing range in the video’s description. With nearly 8.5 million subscribers to his channel, Smith’s video should find an audience.


Stuart Dredge


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