'After All' controversy doesn't add up for Alkaline

July 07, 2017

With the controversy surrounding Alkaline's 'After All' video at its peak, many would have expected the attention to translate to views on YouTube and by extension, earnings for the entertainer.

However, checks made by THE WEEKEND STAR showed that the video has only managed to garner just over 1.6 million views since its release a month ago.

According to general YouTube payout standards (US$1,000 for every million views), it would have earned him a mere US$1,600 (approximately J$205,000).

The music video has been a hot topic over the past week as its violent, gun-toting graphics have garnered the attention of the Jamaica Constabulary Force.

An investigation has been launched into all participants in the video.

Industry insiders gave their theories as to why the video has not been able to effectively turn attention into views.

Popular publicist Keona Williams pointed out that while the video may have been sparking much attention locally, it may not have the same effect on the rest of the world. "The truth is, two different worlds exist in the music industry, the local circle and the rest of the music world," she said. "So when something is hot locally, the population itself is not even big enough to make a major impact in terms of views."




She also pointed out that YouTube is designed so that even if one person watches a particular video countless times, once that person is using the same computer, it is registered as one view and does not contribute to the artiste's potential earnings.

Julian Griffiths, manager for diamond-selling artiste Charly Black, agreed with some of Williams' arguments.

He said that he was shocked that for a song as popular as After All and with the controversy surrounding it now, he thought it would have garnered many more views.

"It only has 1.6 million and I think before the controversy it had like 1.2 ...," he said. "He's very popular worldwide and has a big international following, so whoever can see the analytics of who is watching can tell you where those views are coming from. But I imagine the majority are from Jamaica, for sure."

For Griffiths, the length of the video is one of the main reasons why it hasn't amassed as many views as people would have expected.

"People will watch it once or twice but not over and over. But not only that, the song starts and stops because the video is a short film. People love the song and they'll listen to that, that's why the audio of the song has over 10 million views; usually it would be the other way around."

Both industry insiders pointed out, however, that contrary to popular information, the exact earning from YouTube videos will vary for each artiste based on the contractual arrangement they have with the video hosting site.

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