YouTube’s Spring Awakening: NewFront News and Views

Venue amp160Javitz Center North Hall across from W 39th St amp160Unlike any other NewFront or many Upfronts here in New York going here is like going to a Hollywood awards ceremony amp160Outside guests are among thousands of spectators as they walk down a wide red carpet witnessing hundreds of fans on the side ready to cheer their favorite YouTube creators and personalities amp160Everything is tailored down to the last piece of carpet fiberamp160 The hall itself splits in two half for the presentation the other half for the food and drink fest afterward amp160This time the party also featured a dinershaped food truck ready to serve grilled hot dogs on cue amp160When attendees arrived at their seats they were entertained by widescreen graphics on the stage framed on either side by threedimensional diamonds amp160Grade 45 JacksPresentation amp160From the start YouTube has marched to a different drummer than any other media player because of its commitment to diversity of content creators and creativity amp160That39s the formula for success and don39t expect that formula to be tampered with YouTube CEO Susan Wojcicki pictured above asserted amp160quotYouTube is not TV and never will beamp8221 she saidamp160 amp8220We39re something bigger one of the most dynamic creative and inspiring communities in historyquot amp160After acknowledging the advertising community for their role in reaching that status Wojcicki shifted into mea culpa gear amp160quotWith the creativity and openness comes responsibilityquot she said followed by a quick recap of the controversy amp160quotWe39ve taken your ad placement feedback to heart amp160We apologize for letting some of you down and we promise to put more resources in place to alleviate these issues Thank you for helping us be a stronger better platformquot She followed up with another acknowledgment While most people continue to see YouTube via smartphones quotour fastest growing device is the one in the living roomquot she notedamp160 However it was left to YouTube personality Jackie Aina to deliver one of the most forceful moments of any Upfront or NewFront this year amp160She went beyond inviting the ad community to participate in her channel or YT at large and urged advertisers to get deeply involved with women of color amp160quotBeauty is about how the world sees you acknowledges you respects youquot she declared amp160quotAre you making products for women of color and if you are are you marketing to themquot Grade 5 JacksNews amp160Original series and specials unscripted or variety in nature at first will be rolled out exclusively on YouTube over the next few months and beyond all adsupported as compared with original series and movies for commercialfree service YouTube Red amp160Celebrities and YTgrown talent alike will contribute to this venture amp160Six series are in the first batch amp160BestCoverEver Ryan Seacrestproduced talent search hosted by Ludacris and featuring Katy Perry What the Fit Kevin Hart pictured below puts the funny in fitness as part of his new Laugh Out Loud YT channel Ellen39s Show Me More Show further Ellen DeGeneres talk show exploits The Super Slow Show inventive adventures captured in slowmotion video Good Mythical Morning offcenter morning program and I Am Demi Lovato on the road with the popular popformer Disney Channel superstar Perry also will do a live quotlisten alongquot multihour special connected to the release of her latest album amp160No word on whether scripted series or movies will be part of this initiative amp160Grade 45 JacksHost amp160In a stunning surprise the event was hosted by James Corden pictured at top center of CBSamp8217 The Late Late Show which has 10 million YT subscribers and more than 21 billion views over the last two years amp160Besides offering funny observations on YT39s impact on the world amp8220Every YouTube video is a howto video including How to Forget Donald Trump Was the Presidentamp8221 or his nightly series quotI39m one step away from CBS This Morning he headlined his own Broadway production number complete with dancers and revolving sets amp160Could YT the Musical be around the bend amp160Grade 5 JacksStar Turn amp160This event has built a rep over the years for outstanding performances and last week39s event was no exception and exceptional Acapella producerperformer Mike Hopkins did a song accompanied by people projected on a video wall edited to the last note and an onstage chorus amp160Then came Corden39s showstopper and for a close to the formal presentation traveling pianist Dotan Negrin whose Piano Around the World videos are taking off worked his keyboard to various songs each highlighting a famous US or world landmark amp160Musicians and dancers joined in with a New Yorkbased brass band marching down the aisles amp160After an hour of eat and drink Katy Perry below performed past hits and tunes from her next albumamp160 Grade 5 JacksCuisine amp160Nice mix of treats spread out all over the floor amp160Best eats grilled fish tacos with cabbage dressing vegan Korean bun filled with mushrooms peppers and other veggies and cornbread amp160Worst eat black bean empanadas too dry amp160Grade 35 Jacks Note Cuisine ratings do not figure in the overall Jacks scoreData Insight amp160Roughly 66 percent of all original TV series are adsupported compared to 85 percent five years ago amp160Behind the drop The boom of scripted series on Netflix and other commercialfree services according to YouTube Chief Business Officer Robert Kyncl amp160quotWith significantly more content coming to subscription services including YouTube Red whose status was mentioned briefly that shift is acceleratingquot he continued amp160quotOur new series are a way for us to partner with you to buck this trendquot Grade 4 JacksInnovative Opportunity amp160Produce branded individual videos and series or be a full sponsor in YT39s new series initiative Johnson ampamp Johnson will sponsor BestCoverEver amp160quotImagine what could happen in the next five years if we accelerate this movementquot wondered Samsung Electronics America Chief Marketing Officer Marc Mathieu amp160quotWe might create a more authenticallyengaged societyquot amp160Grade 3 JacksOverall Grade 5 Jacks YouTube delivered the total package outstanding presentation stagecraft and news leaving attendees with a strong understanding of its future course and resulting in the UpfrontNewFront seasonamp8217s first 5 Jack eventNext up TurnerOur Jacks systemamp160 5 Jacks amp8211 Excellent 4 Jacks Very Good 3 Jacks amp8211 Good 2 Jacks amp8211 Fair 1 Jack amp8211 Poor O Jacks Don39t go thereClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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YouTube’s Spring Awakening: NewFront News and Views

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Simon Applebaum

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YouTube’s Spring Awakening: NewFront News and Views

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