The YouTube Effect:
How YouTube Has Provided New Ways to Consume, Create, and Share Music
University of Illinois at Urbana-Champaign, U.S.A.
Citation: Cayari, C. (2011). The YouTube effect: How YouTube has provided new
ways to consume, create, and share music.
International Journal of Education & the Arts, 12(6). Retrieved [date] from
This case study about a teenage musician, Wade Johnston, suggests how YouTube has
affected music consumption, creation, and sharing. A literature review connects
education, technology, and media. Informal learning, digital literacy, and twenty-first
century technology are also connected in the review. Data reveals how Wade started
his channel, gained popularity, interacted with others, and promoted his musical career
through YouTube. Original songs, covers, collaborations, documentaries, selfinterviews,
video blogs (vlogs), and live performances are observed by the researcher.
Interviews with the subject, key actors in his life, fans, and first time listeners were
transcribed and results were used to triangulate. Previous musical media research is
expanded upon to include YouTube and video sharing. The idea of amateur and
professional musician, musical venue, and audience member are being changed
through YouTube. Current practices of how YouTube is used in the classroom are
discussed, and future research is suggested.
This article is available in PDF format.