m8 …it’s everywhere, not just on youtube. The whole office work conference/seminar/TED talk culture is built on it these days (which is obviously a shame because there’s some real pros out there too ofc)
If you’d asked this a question a few years back I’d have 100% said Knobs. Those little videos were like mini masterpieces that celebrated the gear they were checking out, but the amount of effort they must take is extraordinary, and it seems like they’re more about collaborating directly with gear makers at the moment.
Nowadays I think I tend to have a specific piece of gear in mind, which I then google or pop into YouTube and watch a few videos based on that. Definitely have some people I trust more than others, which I think are generally the channels which focus more on the piece of gear than the chops or personality of the presenters.
On guitar stuff for example there’s no point me watching some session pro widdling up and down the neck because I could spend the rest of my life practising 10 hours a day and never get close to that. I just want simple playing that shows off how the thing sounds in a few different contexts and what the controls do.
With all that in mind, some of the people I’ll use to check stuff out and haven’t been mentioned yet:
Mark Johnston - this is the only one with traditional ‘presenting’, and sometimes strays into slight hyperbole (in language used to describe stuff rather than ‘antics’) but his videos are often extremely in depth which is very helpful when I’m considering a specific pedal. This one is at the most extreme example of that as a 2-hour(?!) review of the new Chase Bliss MOOD Mk2.
For synth/other stuff I think Loopop does a cracking job at focusing on the gear and succinctly explaining what it does and how it does it.
As a bonus this guy does fantastic Instagram shorts on how to replicate sounds from different songs using basic, free synths.
Yeah, loopop & knobs have been regulars for me for a few years - but these are clearly full time jobs for probably several people in each team, with proper cameras etc. That’s a way off for me yet but good reference points nonetheless. I think my long term plan (should I get there) would not to let the channel be polluted by sponsorship & affiliate links & so on but rather pitch to the really good independent stores (! and !) in my town whose yt presence is woeful despite them having really cool stores and GEAR and international shipping …and offer to run their channels for a fee. Reckon there’s untapped opportunities there
i was offered monetisation on my youtube account in its early days, coz i was making films at uni and uploading them in like 2005 or something but i didn’t take it coz i knew i wouldn’t be able to make stuff after i graduated. also this was early EARLY youtube so i thought the email looked a bit spammy and didn’t trust them with my account details
anyway the music/tutorial youtube stuff i like i don’t generally care for the actual music they’re making but i like their way of explaining what they’re doing or how things work or just generally their way of presenting. people like andrew huang, ricky tinez, emily hopkins, hainbach, prob all a bit entry level but i think they’re good