Case Study How MrSuicideSheep built a 24/7 YouTube live stream that fans return to regularly
Discover how one of electronic music's most influential tastemakers set up an automated YouTube live stream and used data to refine its curation over time.
“One thing that's just so nice about StreamPush is... since we've really set it up, I have not touched it too much. Most of the work is done at the beginning, and then you kind of have it figured out.”
A tastemaker with global reach
MrSuicideSheep is more than a YouTube channel. It's a cultural touchstone in electronic music. With millions of subscribers and a reputation for discovering the next big sound in chill, future bass, and melodic electronic music, the brand has become synonymous with quality curation.
Behind the channel is Seeking Blue Records, a record label that prioritizes artist-friendly deals and aesthetic cohesion. With thousands of tracks in their catalog and a fanbase that spans continents, they had a large and diverse catalog history to work with. The challenge? Putting it to work with a 24/7 YouTube live stream without burning out the team.
Always on, without the operational burden
Record label Seeking Blue saw potential in running an always-on broadcast: a 24/7 music live stream on YouTube that could keep fans engaged around the clock while giving its back catalogue new life. But the reality of running an always-on YouTube live stream had stopped them before.
Previous attempts fell short
"We tried other approaches," Deklan explains. "When we had a manual stream running, we dealt with issues like the internet going down and power outages. It was the only option we had for live streaming at the time, but it just wasn't reliable."
The pain points were clear:
- Reliability issues: DIY solutions like OBS require constant monitoring and crash frequently
- Technical complexity: Managing encoding, scheduling, and content rotation manually was overwhelming
- Resource constraints: No headcount to dedicate to 24/7 live stream management
- Quality standards: Generic streaming tools couldn't deliver the polished, branded experience their audience expects
They needed a streaming solution that was robust enough to represent their high-quality brand but automated enough to free up their team entirely.
A cloud-based setup designed for always-on YouTube live streams
Seeking Blue turned to StreamPush's automated playout platform, and the difference was immediate.
Set it and forget it
"Since we set it up, I have not touched it," Deklan explains. "The platform runs itself."
StreamPush's cloud-based streaming infrastructure reduced the operational complexity of running a live stream:
- Zero downtime: The YouTube live stream runs independently of the office internet or local computers
- Automated visual generation: StreamPush handles the technical backend while allowing complete creative control
- Front-loaded setup: The team curates playlists once, and the automated playout engine runs continuously
- 24/7 monitoring: StreamPush's team watches for issues so Seeking Blue doesn't have to
Creative freedom meets automation
One aspect that particularly excited the Seeking Blue team was the ability to maintain their aesthetic standards while automating everything else.
"We actually commissioned custom looping video backgrounds from visual artists," Deklan shares. "They change throughout the day. Different vibes for different times. It's really beautiful, and it keeps the stream visually interesting even though it's running automatically."
This level of customization, paired with zero maintenance, was something their previous streaming attempts couldn't deliver.
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Book your demoRefining the catalogue for a consistent live stream experience
Here's where Seeking Blue's story becomes particularly valuable for other music labels considering 24/7 live streaming on YouTube.
The initial approach
When they first launched their automated YouTube channel, the team took a "more is more" approach, utilizing nearly 75% of their massive catalogue. The thinking made sense: maximize the content, give every release exposure, keep things varied.
The data-driven pivot
But after analyzing viewer behavior and retention data from the 24/7 format, they discovered something crucial about YouTube audience engagement:
Broad wasn't better. Consistency was.
"We realized that if a track is too energetic or jarring for the vibe people expect, they tune out," Deklan explains. "So we're now refining the stream to a specific mood. Music for studying, gaming, or focusing. By narrowing the scope and maintaining a consistent atmosphere, we're working to increase how long people stay."
The lesson for other record labels
"If you get someone to click once, they'll hop back in probably multiple other times," Deklan notes. "But you have to give them a reason to stay. That reason is consistency."
This is the kind of strategic refinement that only comes from actually running a 24/7 YouTube live stream and having the data to inform decisions. It's also the kind of experimentation that's only possible when the technical burden is removed. When you're not spending hours troubleshooting crashes, you can channel that energy into optimizing content to drive better fan engagement.
The result: a self-sustaining engagement channel
Minimal maintenance, consistent presence
Operational freedom: "We spend almost zero hours per week managing the stream tech," Deklan confirms. "That time goes to signing new artists, planning releases, and actually marketing the music. You know, the things that matter."
Returning listeners: Fans regularly come back to the live stream throughout their day. "People come back multiple times. It's become part of their routine, whether they're working, gaming, or just relaxing. That's exactly what we wanted."
YouTube channel growth: The 24/7 live stream ensures Seeking Blue and MrSuicideSheep maintain a constant presence in fans' lives, strengthening brand loyalty and keeping the label top of mind within YouTube's algorithm.
The intangible ROI
Beyond metrics, there's something more challenging to quantify but equally valuable: peace of mind.
"Knowing the stream is just... running. Reliably. Without us having to think about it, that's huge," Deklan says. "We've turned our back catalogue into an active engagement channel, without adding a burden to the team."
What other music labels can learn
Seeking Blue's experience offers valuable lessons for any record label considering 24/7 live streaming on YouTube:
1. Automation isn't optional
If your 24/7 music stream requires daily management, it's not sustainable. The right automated streaming platform should genuinely run itself after initial setup.
2. Let data guide curation
Don't be afraid to start broad, but watch your retention metrics. Your fans will tell you what works. Listen to them.
3. Consistency beats variety
A focused, predictable vibe keeps listeners engaged longer than a grab-bag approach. Think "radio format" not "shuffle playlist."
4. Creative control + technical automation = sweet spot
The best live streaming solution lets you maintain your brand's aesthetic standards while handling all the technical complexity behind the scenes.
5. The real ROI is time
Yes, YouTube live streams can drive subscribers, watch time, and revenue. But the biggest win? Getting your team's time back to focus on your label.
Is your music catalogue of high-quality content gathering dust?
Like Seeking Blue, you've probably got thousands of tracks that could be working for you right now. Engaging fans, building community, and strengthening your brand presence 24/7 on YouTube.
Running a 24/7 live stream in-house takes time, iteration, and ongoing attention. Seeking Blue chose to focus that effort on curation and releases instead of infrastructure.
Join Seeking Blue, Nuclear Blast, Monstercat, and other leading labels using StreamPush's automated music streaming platform to turn their libraries into self-running engagement engines.
Book a demo and see how StreamPush's automated playout system works for your catalogue. Let's discuss your label's live streaming needs.
StreamPush is the automated playout platform built specifically for the music industry. Cloud-based, reliable, and truly hands-off, so you can focus on your artists, not your infrastructure.
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