On 9 April, AIM Ireland welcomed members to The Foundry, Google HQ, for YouTube for Music Professionals, an exclusive in-person masterclass presented by YouTube Ireland Ambassador, Rob Malone.
Designed for independent music professionals, the session explored how YouTube can be used more strategically to grow audiences, strengthen community engagement and support long-term digital income. Throughout the evening, Rob positioned YouTube as the heartbeat of modern music culture, highlighting the platform’s role in discovery, fandom, storytelling and global audience building.
The session focused on the practical ways artists, labels and music businesses can make better use of YouTube’s ecosystem. Attendees heard more about channel optimisation, content strategy, discoverability and analytics, with a clear emphasis on how Irish artists can use the platform to amplify their music globally and build stronger connections with fans.
Rob also looked at the wider opportunities YouTube offers beyond music video uploads alone. The discussion touched on how audiences increasingly engage with the culture around releases as well as the releases themselves, and why a thoughtful content approach can help artists deepen engagement, stay visible and create more meaningful audience journeys over time.
Monetisation was another key theme of the session, with a focus on sustainable approaches for independent music careers and businesses. The masterclass explored revenue opportunities across advertising, memberships, brand partnerships and wider diversification, alongside the importance of building a long-term presence rather than chasing short-term spikes.
A big thank you to everyone who made it out on the night, particularly given the disruption caused by the fuel protests in Dublin. We are also grateful to Rob for sharing his insights with AIM Ireland members and helping frame YouTube as a valuable tool for audience growth, community building and sustainable development across the independent music sector.