The Cannes Lions festival got off to an exciting start, as the week began with key players in the creative space exploring the nature of today’s entertainment industry and discussing where creators and brands fit into the transformation that is happening before our eyes.
In a YouTube-hosted panel on Monday, called “The Changing Face of Original Content,” YouTube’s head of content, Susanne Daniels, and the company’s head of culture and trends, Kevin Alloca, explored the changing shape of original content, joined by singer and songwriter, Demi Lovato, who was there to promote her upcoming original YouTube series, Simply Complicated.
Lovato also said she feels a personal connection with the online video service. “YouTube is the OG,” she said. “YouTube has been around for so long. I started my own YouTube channel over 10 years ago, and I’ve been able to create my own content and to connect with my fans through there, so being able to partner with [them] has been a dream come true.”
Digital scribe of @YouTube session @Cannes_Lions on Original Content, with @shockallocca, Susanne Daniels and @ddlovato pic.twitter.com/Nq7U7uH36u
— Scriberia Ltd (@scriberian) June 20, 2017
//platform.twitter.com/widgets.js
The three spoke about YouTube’s unique capabilities that have allowed viewers to drive global trends and shape the creative space. After all, over one billion hours of content is watched on the platform every day, and YouTube’s diverse ecosystem is fueled by its viewers.
“YouTube is the first global medium that’s as rich and inventive and odd and individual as we are,” Alloca expressed, referencing the platform’s power of reshaping popular culture and redefining our generation. “The fluidity between mainstream distribution and the web has blurred the line between mainstream culture and web culture,” he stated.
In a talk hosted by Ketchum on Sunday, actress Laura Dern and YouTube personality Grace Helbig came together to address the subject of classic Hollywood meeting the YouTube Generation, as they pondered one of the major questions of our time, “Who are the fans following?”
Moderated by Ketchum’s head of entertainment, Marcus Peterzell, the discussion between the two stars delved into the similarities and differences between big screen entertainment and the world of untraditional “vlogging” that has up-ended the industry.
The two also discussed the shifting role of brands in film, as Dern noted that brands were historically placed “very carefully” in film until very recently. Helbig spoke to her own experience as a YouTuber, and said that the “transparent” and “intimate” nature of the Youtuber- audience relationship has transformed the role of brands within creative content.
The entertainment industry is rapidly evolving, the creative process is changing, and there is no doubt that we are in the midst of a cultural shift that may open new opportunities for brands and innovators in this new world. We are staying tuned for more interesting food for thought still to come this week.
The post Cannes Lions 2017: YouTube and the New Hollywood appeared first on brandchannel:.
from WordPress https://montydozier.wordpress.com/2017/06/21/cannes-lions-2017-youtube-and-the-new-hollywood/
via IFTTT
No comments:
Post a Comment