World Wide Worx has stated that No Method’s music video for “Let Me Go” is South Africa’s most popular YouTube video of the year (September 2016-August 2017).
The video was produced locally and the musicians who created it are based in Cape Town. No Method released the song in April, and it was soon the number one single on the 5FM and Good Hope FM charts.
The music video for the song was posted on YouTube on 11 April, and by July it had received over 10 million views.
As of 18 September, the “Let Me Go” music video had been viewed nearly 29 million times – while the audio-only video received over 680,000 views.
No Method is made up of Claire Rose and DJ Sam World, who is from Qatar.
As a result of the Middle Eastern influence in the song, the video was a hit in Turkey, and the duo are supported by a label in Turkey.
South Africans on YouTube
No Method’s great YouTube achievements raises the question: For South Africans to enjoy success on YouTube, must they appeal to a global audience rather than focus on their local following?
“You don’t have to actively appeal outside South Africa, but you have to be world class,” said World Wide Worx managing director Arthur Goldstuck.
He said the best example of this is Cobus Potgieter, a South African who produced a series of drumming tuition videos on YouTube.
Based on the sheer quality of the videos he produced and his drumming skills, Potgieter was invited to be a session drummer in Los Angeles.
While you should appeal to a global audience to achieve the best traction for your videos, it is the quality of the videos that is important, said Goldstuck.
The top 10 content categories on YouTube in South Africa are summarised in the graph below.