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Happy New Year – New YouTube Service in 2022

A new year and an exciting new shuffle of the digital services that we offer. 

Following the dramatic success of Now Spinning Magazine on YouTube we are going to offer YouTube Ads Management, YouTube Training and YouTube SEO.

Now Spinning Magazine will be used as a case study for our new video marketing services.

We are able to place your videos in front of channels more likely to respond and become subscribers.

Phil Aston

Genius Loci Media


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ABBA Voyage has the Fastest-Selling Vinyl Album of The 21st Century

Voyage by ABBA sold 30,000 vinyl copies in the first week of release. The total sales were over 200,000 with over 89% being physical album sales. The album is now number one on the UK album charts

This is amazing for a band that has not been together for over four decades. However, this achievement is in no small part because CD sales were over 148,000 of the overall total!

Read the full feature on our Now Spinning Magazine website


by Phil Aston Phil Aston No Comments

Classical Strings Add More Music To Their Repertoire

Wedding Music Agency Classical Strings are adding even more songs to their repertoire in a year which has seen them playing up to four weddings per week.

Here are just a few of the new videos which have been added to the Classical Strings Weddings Website

Classical Strings Weddings

The music from a String Quartet (or another string ensemble) is there throughout the most important parts of the day, from the wedding ceremony and then on to the relaxed drinks reception.
It never overpowers the conversations, but creates a magical backdrop, forever entwined with the memories of each and every guest.
Sue Aston

String Quartet – String Trio – String Duo – Solo Violin

Follow Classical Strings on Instagram

by Phil Aston Phil Aston No Comments

New Now Spinning Magazine Podcast Launched

Episode One features an interview with legendary singer-songwriter Dean Friedman
Future episodes will include musical memories with our own Joe Geesin who will be discussing his tales of meeting rock royalty and Dale Michelsohn who will join me to talk about his memories of The Birmingham Odeon.
Also lined up is an interview with legendary producer Richard Digby Smith who worded with FREE and many Island Record artists and (TBC) a chat with ex Judas Priest guitarist KK Downing
Thank you to everyone for your support and especially Now Spinning Patrons and subscribers for making this possible.

by Phil Aston Phil Aston No Comments

Instagram Is No Longer Going To Be a Photo-Sharing App

Adam Mosseri Head of Instagram

The Head of Instagram announces that Instagram is no longer going to be a photo-sharing app or a square photo-sharing app.
The future is going to be video, shopping and messaging.

Is this the start of a real decline in Social Media as each platform loses its core identity as it tries to be everyone else?

It is obvious that the real motivation behind this is TikTok, YouTube and Amazon.

The fact is Instagram IS a photo-sharing app and that is why people use it.

If they were really listening to their users then the changes they would really like to see would be a chronological timeline, the ability to share links in a post and real support if something goes wrong.

What are your thoughts?

NB: It is also interesting that they posted this on Twitter first and it has had more views there – the comments say it all.

See the video update here 

Phil Aston
Genius Loci Media

by Phil Aston Phil Aston No Comments

String Quartet – ‘One Summer’s Day’ from Spirited Away

This is the Classical Strings Quartet filmed during a rehearsal by Genius Loci Media.

They are playing Sue Aston’s String Arrangement of ‘One Summer’s Day’ from the film Spirited Away, originally composed by Joe Hisaishi.

This arrangement is also available for String Trio, Duo and Solo Violin and is a very popular piece of music for weddings in Cornwall and Devon.

For more information on Classical Strings please click here or visit the Classical Strings Website

by Phil Aston Phil Aston No Comments

New Video Completed For ‘Of Mist and Moorland’

Sue Aston | Of Mist and Moorland

Here is our latest video production for the new single by Cornish Composer and Violinist Sue Aston

Sue’s latest single features haunting and melodic music which evokes the misty moorland of Cornwall.

The dramatic piano sound is softened and supported by layers of atmospheric strings, from which a solo violin emerges. A fusion of Classical and Celtic styles which is inspired by the natural landscape of Cornwall, the drama of the sea, and the evocative weather conditions shrouding the moors.

This is the official video for this new single which was released on Friday, April 16th.

It is available on all streaming and digital platforms.

The video was filmed at Dozmary Pool on Bodmin Moor in Cornwall by Genius Loci Media

by Phil Aston Phil Aston No Comments

Social Media trends – Users Are Observing More and Sharing Less

Traditional Social Media is getting quieter as people start to share less. I began to notice this towards the end of last year, and now as we leave the first quarter of 2021, there is a definite shift in user behaviour.

During the first lockdown in everyone spent more time on social media. I think everyone saw an increase in friend requests and the use of live video etc. But then, as the year progressed, people started posting less. Perhaps it was the politics, Conspiracy Theories, increased Ads etc, but the public aspect of social media is quieter.

I feel users are logging in but doing more observing rather than posting. The one area which is increasing is in private groups and communities. Here we see users seeking out like-minded people and preferring to post away from the eyes of advertisers and others who may not share their point of view.

Another reason for social media becoming quieter is that with more and more people working from home, businesses and companies are now using social media to recruit and vet potential employees.
The result is many users are being careful and deliberately curating what they post. Personal profiles will see fewer updates, and what does get posted will be neutral and inoffensive.

On Facebook, I have over 3000 connections, and I used to have to click on ‘Most Recent’ or favourites to see posts from the key people I follow. I no longer have to do that. The ‘Most Recent tab’ brings up almost identical posts, and contacts who used to post regularly now seem to be doing less, sometimes weeks apart. In private groups, the opposite is happening. I run a private music group on Facebook called Now Spinning, and this is more active now than ever, with over 60 posts per day.

Facebook puts a lot of energy into groups, and I feel it is only a matter of time before targeted Ads start to run within them. When this happens, we will see an upturn in online communities based on websites and interests.

We are almost going back to the early years of the internet when people participated in online forums. The difference is people are using their real names and photos and being more open in these private and smaller communities. As for public profiles, some people may be thinking do they need to use them at all.

Phil Aston

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Digital Marketing Trends in 2021

Phil Aston SEO Cornwall Genius Loci Media

Digital Marketing Trends in 2021

These are my observations from the frontline of running a digital agency in 2021.


For what seems like years, various people have been saying the practice of SEO is dead. Perhaps the use of WordPress and Plugins like Yoast have given this impression. It is a bit like having an app on your phone telling you how many steps you have done. If you want to find out how healthy you are, you will need a different set of measures and data. SEO is more important now than ever.

The practice of SEO is a multi-disciplined set of skills now, but it still requires an intuition that comes from being aware of the real people trying to find you and the technology they are using to carry this out.

What I am seeing is people putting more effort and energy now into their websites again. Social Media (which I will come onto later) is going through many changes, and businesses are getting more nervous about relying on rented real-estate like Facebook.

SEO is at the heart of Content Marketing and Digital Marketing. When I see either phrase that is my first thought, how is the SEO going to be implemented?
Any content needs to start with the right intent and objective to help the people find it.

In 2021, your new content will more likely start as a video. The next steps might be extracting the audio for a Podcast, then the transcribed text used for blog posts. Extracts from these blog posts then become part of your social media strategy. The objective now is using all of your business channels to bring in leads and enquiries.

More than ever, customers are cross-checking social media posts with your brand pages and posts on your website. They ask questions on social media, forums, watching videos, reading reviews and then seeing what response they get when getting in touch via email or messenger.

Behind all this SEO is researching your market, key phrases, competitive data, hashtags and analytics across multiple channels and platforms.

2021 is the year you should be investing more in SEO and on a continual basis. Make sure you include your YouTube channel!

Social Media Marketing

I feel Social Media has taken a few body blows in the last 12 months. Covid19, The Election in the USA, Conspiracy Theories, lack of trust, privacy etc. Many people are looking for alternative platforms or growing tired of spending so much time on social media.

Privacy, Apple and new laws are also making the advertising landscape look less and less attractive and more expensive. I have also seen a vast and worrying trend in businesses getting their Ad accounts suspended on Facebook and Instagram. You could lose your entire brand off Facebook if this happens.
Although I have helped a couple of businesses get their Ad Accounts back, it is getting harder, and it is impossible to talk to anyone on these platforms.

Social media is also fragmenting as other fledgeling platforms start to surface. Bibo is going to make a comeback and Club House the audio-only platform is already popular.

Another observation I will make is that each platform has its fans and try as you may; you will not get them to move or join you elsewhere.

I run an online music magazine called Now Spinning. It has a dedicated community within a Facebook Group. It also has accounts on Instagram, Twitter, a Facebook page, Linkedin page, YouTube and of course, a website!
Over the last 12 months, the communities on YouTube and Facebook have been the most active. Although there is some cross over with fans on each platform, most people have NO interest in joining or even being on any other platform.

The idea of sending out one post to every platform is doomed to fail or at the very least result in very little engagement.
If you have a video to upload you are looking at uploading to Facebook, Instagram, Twitter and YouTube separately. I have run several experiments, and although posting links from YouTube seems a more manageable option, you will get far less engagement on Facebook if you do this.

Is Advertising Worth it on Social Media?

I believe that cold calling is dead in 2021, and this includes all uninvited email campaigns.
I do feel, however, that there are some benefits to advertising on social media. If your objective is to raise your brand profile, then Facebook works very well with Instagram coming in behind it. Simply trying to sell on Facebook is not as effective as it was and if you get your Ad copy wrong, you can get penalised.
I do not recommend advertising on Twitter as the platform now is more news orientated.

Video Marketing

From personal experience, nothing builds trust faster than video. Of course, meeting people face to face may be better, but a video has the potential to be discovered globally.
Another tip for 2021 is to make sure your YouTube Channel is optimised and has new content regularly.
The other thing I cannot emphasise more is answering every comment and in a timely fashion. The difference this can make to you getting discovered and gaining new subscribers is enormous.

Where Should You Post?

Youtube – This is essential and as I have mentioned your channel should be optimised and updated whenever possible. Use 1080dpi

Facebook – Also very important, I find uploading at 720dpi gets the best results.

Instagram – I find this is best for video of fewer than 60 seconds. You can post on IGTV up to any length, but a long-form video is not why people are on Instagram, so I have found engagement falls in the last 12 months.

Vimeo – There are many reasons to use these platform but if you want to be discovered by people who do not know you, use YouTube.

Twitter / Linkedin – keep them short otherwise use YouTube and your website.

Stop Trying To Be Everyone Else

I work a lot with hospitality businesses, and in the last few years, the tone of voice used for branding has become almost interchangeable. The introductions, the descriptions of the rooms, food, the photos all look the same. It can take looking at the contact information to realise that you are in a different location.
For most businesses in 2021, you have 30 seconds to grab someone’s attention. By the time they find you, they may have a dozen tabs open as they flick from one to the other.
The businesses that talk from the heart and do not try to be anyone else are the ones that will get the enquiries in 2021.

If you want any help or advice on any of the topics raised here, please get in touch.

Phil Aston 

+44(0)1736 719342 | phil.aston@geniusloci.co.uk

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