Guest Column - TheWrap: When a single YouTube video commands more views than a blockbuster premiere, when a TikTok Creator can launch a global trend overnight and when communities once overlooked by Hollywood are finding their voices through creators, it’s clear that a new level of opportunity for the entertainment industry has been unlocked. Creators are expanding the industry’s reach and helping to reshape its future (literally!), and the impact they are having is undeniable and transformative.
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I think that this article is just so interesting! It is absolutely true though with the way people now have the ability to create and express themselves without having to claw their way into whatever niche of the entertainment industry they are looking for. While calling it a revolution might seem intense, I think that it is absolutely true! It is a complete and utter cultural reset that is so important, especially in the current environment the world finds itself in. There is something so invigorating about the authenticity and inclusion that this ‘creator revolution’ is giving us. Through the examples that the articles give, it is highlighting content that doesn't fit into the typical mainstream, and therefore wouldn’t typically have a place (if one at all) in the hollywood narrative, again though it leads back to the point that this is so incredibly important for the rise of diversity and creativity in the new content that we are seeing, and I love it! Its so awesome to see.
Not only are artists and audiences influencing the way media is consumed, those forms of media are influencing artists and audiences. A while back I watched an interview with a few members of Smosh, a YouTube channel I like, and they mentioned how YouTube and other social media sites are empowering creators to create their own content. Having a platform without the barrier of an audition seems so freeing for creativity of all kinds, especially those that might not fit what mainstream Hollywood is looking for. This interview also mentioned an inverse relationship, where up and coming artists are expected to be creating their own content to get their foot in doors that pay more. This is why YouTube is such an important hub for creatives, because when artists aren’t making a regular income and are being expected to be creating their own content, YouTube is able to provide a substantial amount of income for lots of creators.
I was immediately pulled in by this title and cover image. The increasing power and recognition “influencers” have in the world has been so interesting to me, and this article called out to that curious part of me. Cronk makes a great point about the democratization of media through platforms like YouTube, TikTok, and Instagram, but I am a little hesitant to believe that it can bypass the systems in place today. I think, unfortunately, inequitable systems are perpetuated by just about everyone involved in them. For example, people online will still be criticized for qualities beyond their control like their appearance, race, or disabilities. Not only am I confident this happens often, but I see it just about every day when I use Instagram in particular. I don’t use other platforms regularly or at all. While I can be skeptical, I do hope that the revolution towards a “new era of entertainment” is coming, and changes the landscape for the better.
The creator revolution does allow anyone to put any content they want to make and upload it but the companies control how many people see your content and how much money you can make on your content. Each platform has its own niche and what users are trying to gain out of the platform so each platform has its own set of rules. In order to promote yourself “naturally” or through the platform’s algorithm instead of paying for your advertisement you need to make your content comply with the algorithm to gain the most traction to reach the most audience. As long as you want to dedicate your time and effort into learning the algorithm, it can be good for the larger creators. If you’re using those platforms to promote bigger productions than yourself and trying to make your own career you need your own advertisements that blend in with the content on the platform.
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