At Song Sleuth, we’ve always known that fan video UGC can be a powerful driver of an artist’s growth and audience reach. But how do we quantify this?
We worked with our partners at music publisher Regalias Digitales to explore this question by analyzing fan video UGC data from The Warning, the rock powerhouse trio from Monterrey, Mexico, who have just completed a three-night run of headline shows at Mexico City’s 10,000 capacity Auditorio Nacional (Feb 6th, 7th, 11th). They have also supported numerous rock icons including Foo Fighters, Guns N’ Roses and AC/DC.
Key findings from our analysis of 3 months worth of fan-made content and videos from The Warning’s Official Channel:
- 62% of total video views came from UGC, with most of it captured during their live performances.
- Put another way, without fan video UGC, their total views would have been reduced by two-thirds – a testament to the connections they built with their fans while on tour.
- Just 10 songs drove over a third of all views, emphasizing the band’s ability to energize fans with standout tracks.
This example shows how the combination of captivating music and stage presence energize the fans at their concerts, and also engage an audience far beyond the one that’s in-house.
The Warning’s 2024 tour spanned 70+ live shows across Europe, the US, Canada, Mexico, and Japan. Watch any of the videos from these performances, and you can see how their infectious energy, expert musicianship, and unique stage presence captivated live audiences and digital viewers alike.
“The Warning are a unique act in that they have a massive online fanbase as well as a huge concertgoing audience who comes to see them deliver hard rock stadium anthems in person,” says Josh Norek, president of the group’s music publisher Regalias Digitales. “Every day there are dozens of new videos posted by their diehard fans that help turn other viewers into the latest members of The Warning’s army, as the fans call themselves.”
Fan Reactions Speak Volumes
Below are select fan comments showcasing the emotional impact of The Warning’s performances, further proving the value of UGC in building loyalty and reach.
Old School Meets New School
Back in the day, bands grew their fanbase by hitting the road in a van and touring relentlessly. Today, this effort is amplified exponentially through social media and fan-generated content, making it possible to reach audiences worldwide. But one thing remains unchanged – the music and the band still have to rock! 🤘
