YouTube is launching a new weekly music show called ‘Released’ which looks like it could be a powerful showcase for artists.
It’ll air at 11.45pm ET every Thursday, and focus on “music moments from the week”, but also a specific artist that’s about to drop new music.
That’s where the timing is important: the show will lead up to a new YouTube premiere each week of a new music video at 12am ET (i.e. as Thursday turns to Friday).
It’s starting tonight with K-Pop stars Blackpink, quarter of an hour before their new album comes out. There will be 16 episodes in the initial series of the show, with other artists yet to be announced.
“Thursday nights on YouTube are going to be mic drop moments,” promised YouTube Music boss Lyor Cohen.
Two of his colleagues, Tuma Basa and T. Jay Fowler, told us last week about YouTube’s desire to make premieres even bigger fan moments – for example with artists livestreaming before a premiere begins. ‘Released’ is another strand of that strategy.