EUGENE, Ore. - Peter Hollens may not be a household name in Eugene, but to his fans on YouTube, he's a big deal.
Hollens enjoys some local fame as the co-founder of the University of Oregon vocal group, On the Rocks.
Hollens produces a cappela songs and videos on YouTube and has now been named among 30 regional winners of the website's "Next Up" contest.
The contest offers training camps and money to finalists to help them create higher quality music and videos.
Hollens said the video-sharing website is becoming as big or bigger than radio for promoting artists and their work.
"I think it's going to be utilized heavily in the future, especially by independent artists that don't necessarily want a label telling them what kind of content to make," he told KVAL News.
The Next Up program through YouTube is an artistic boot camp to help singers like Hollens make better videos.
"I try to show people how I make the sounds because otherwise they don't believe it," Hollens said.
All vocal tracks and percussion effects come out of his mouth.
The latest video Hollens is editing is called "Slow-mo, The Musical." It's filmed at high speed and fast singing, to create the slow-mo.
"So it's just like, 'take it slow, breath it in,' so it's this slow, but for the take it was like, ba-ba-da, ba-ba-da," explained
The vocalist says he's not signed right now to any recording company. "I purposely have no desire to ever do that," he said.
Hollens said creative freedom is something on YouTube that a recording company can't offer.
"I think it's (YouTube) going to be utilized heavily in the future especially by independent artists that don't necessarily want a label telling them what kind of content to make."
Peter Hollens has 45 to 50 music videos on his YouTube channels, 220,000 official followers and has racked up more than 35 million views to date.