Anyone Can Be a YouTube Star
YouTube: creativity helps capture and share the world
Cannes Lions 2012 seminar program treated delegates with a YouTube talk on Tuesday with a presentation on how the online video encourages creative innovation. The simplicity of Youtube tools of video footage edition and the fact that Youtube doesn’t charge to store and distribute contents but also help monetise them encourages the pervasiveness of the platform. People share on YouTube videos of their knowledge to help others develop themselves, as well as videos about what they live and witness, or stage their creations. Google's video platform is seeing a wave of creative innovation from thousands of creators from all over the world, giving opportunities for brands and agencies to play a role in the developing story of web video. YouTube's Luke Watson, vice president of global sales, has introduced the debate by screening everyday life delicious, funny or moving scenes "stolen" by monitoring cameras to illustrate that the world is captured on video through the lenses of more and more video cameras or mobile or pads. This great amount of videos from everywhere gives us the opportunity to see things we never saw before, and online works are different than what one can watch on TV: they are agnostic, open…
According to Lucas Watson, the trend of innovation in the video is the content provided by brands influencers video networks that have expertise in areas of branding. In this sense, it is necessary for viewers to separate the good from the bad. On the other hand, Lucas said that people do not like watching movies and shows everywhere. Somewhat, what we like is to see ourselves. Therefore, videos are a new opportunity to create a new point of view because with the new technologies, we can capture things that we had not seen before. Perhaps, there will come a time when "the ads will be made by ordinary people and be focused on themselves." During the debate, panelists talked about how creatives, innovators, and everyone else is using YouTube to reshape the way we create and share video, to join the video revolution. Damian Kulash, lead singer of OK Go, gave his experience of music and YouTube, and advised to look for quality first, while trying to ignore current technologies, when Marc Speichert said: "Try to link all channels together".
Panel introduced by Lucas Watson - Vice-President of Global Sales and Industry Marketing, YouTube
Moderator: Tom Eslinger - Digital Creative Director, Saatchi & Saatchi
Speakers: Marc Speichert - Chief Marketing Officer, L’Oréal USA - Matt Elek, Managing Director, VICE EMEA - Damian Kulash - Singer, OK Go
