We're trying to evolve a lot away from YouTube because YouTube is awesome - they have a huge audience, and we started there - but then you're at the mercy of their algorithms a lot, too. They can change anything, and it's really up to them, and you can't say anything about it.
I have my own marketing company, Always Civil, where I help artists create their online identity. I have worked with Lil Wayne, Young Jeezy, Mary J. Blige, Pusha T - the list goes on.
The digital business is a fantastic business to be in. The only thing you have to do is build a cost structure for a declining business, which is different from the structure for a growing business.
I want to be visible to my fans.
People care about our digital revenue, not our print revenue.
There are some sites that pay, but access to them is quite limited. And a very small chunk of the population uses the Internet. So, a director goes on YouTube only for better reach.
On YouTube you can tell what countries are watching and I've definitely noted a strong Australian following. You can plan your tours around where the love is on Twitter and YouTube - before, you couldn't tell.
My dad actually had business cards made up with my sister's website and my website and all of our information. And he hands them out to people he meets.
