“It looks like being a YouTuber is all fun and games,” Stirling said with a laugh. “Any YouTuber has to love what they do or they will get burned out. It takes a lot of hard work.”
Several genres have been revived at YouTube by the likes of Ukrainian-born pianist Valentina Lisitsa or ukulele sensation Jake Shimabukuro, who performs Bohemian Rhapsody by Queen on the small, stringed instrument.
The attraction of the YouTube stage has also lured already established music stars.
Singer Taylor Swift last year took part in a live YouTube interview and unveiled her Red album on the Web site. Alicia Keys in November last year hosted her first YouTube live stream performance along and Google+ Hangout to premier her Girl On Fire album.
“The Internet is seen as the new place people listen to their music,” Stirling said. “This is a new way that you can be an original artist, and do all of it without a record label.”