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EVENT DETAILS |
The online creator phenomenon has been growing steadily in recent years, including YouTube stars, podcasters, and Vine stars. Ever since YouTubes early stars, including LonelyGirl15, became dubbed creators, who often write, produce and star in their own videos, individuals have become massively powerful brands. Multi-Channel Networks, or MCNs, that program creators in a network paradigm, targeting audiences whose interests run from videogames to sports to make-up, and beyond, have created an industry that is now worth roughly $6 billion, and growing.
In October 2015, online-video tracking firm Tubular Labs reported that there we more than 17,000 YouTube channels with more than 100,000 subscribers, and nearly 1,500 with more than 1 million subscribers. In 2014, Variety published a survey of 13-18 year-olds in the US, conducted by Jeetendr Sehdev of USC, asking them to rate the 10 most popular English-language YouTubes and 10 of the most popular traditional celebrities across a range of qualities representing influence. YouTubers took the top five places in the resulting chart, with Smosh, the Fine Bros, PewDiePie, KSI and Ryan Higa deemed more influential than Paul Walker, Jennifer Lawrence, Katy Perry and other celebrities. When Sehdev ran the same survey again in 2015, YouTubers took the top six slots, ahead of stars including Bruno Mars and Taylor Swift.
In this session, leading online video producers and strategists will discuss how to nurture and discover creators; how to connect creators with brands and audiences, and how to develop creator voices for new platforms.
Speakers
Tim Street, vice president of influence, Showable Media / PGA member
Tim Street is the vice president of influence, Showable Media, and at Podtrac, Inc., working with more than 300 power influencers with highly-engaged audiences on iTunes and YouTube, while partnering with leading brands to run authentic ad integrations in their shows across a range of product/service categories. On the podcast side of things, Tim works with top iTunes influencers and brands to share authentic messaging to engaged audiences. He was previously president and digital show runner with Ape Digital, where he worked as a writer, Producer, Director, Speaker and Creator / Executive Producer of the Popular Viral Video French Maid TV. Prior to this, he held executive positions at mDialog, Disney, and Nickelodeon.
Will Keenan, president and co-founder, StreamUp / PGA member
Will Keenan is the president and co-founder of StreamUp, the world's fastest growing live streaming platform. Previously, Will was president of Endemol Beyond USA, where he helped develop the premier channel networks artist roster, including Pitbull, Michelle Phan, Brittany Furlan, Drea De Matteo and Andy Milonakis across lifestyle, comedy, reality and music-themed digital networks. Prior to this, Will held executive positions at Maker Studios. He has produced with Venus Records; Netroots Nation; Cinespace; Hoverground Studios, and has appeared as an actor in several independent films over the past 20 years.
Jacob Shwirtz, producer/chief digital officer for celebrities / PGA member
Jacob Shwirtz is a leading social media producer and strategist who currently works as a chief digital officer (CDO) for celebrities, including Carla Gugino, Michelle Phan, Kevin Smith, and T.D. Jakes, among others. He was previously the chief social media officer for Endemol Beyond USA, helping to build communities for the MCNs creator brands. Prior to this, Jacob worked in new media strategy for MTV Networks, Zagat Survey, and Answers.com. He is a member of the PGA New Media Council.
Ron Pruett, co-founder, Roker Labs
Ron Pruett is the co-founder and chief advisor for Roker Labs, part of Al Roker Entertainment, which is is a leading producer of original, award winning TV programs, digital media, and live streaming content for consumers and the world's best brands. @RokerLabs is focused on talent, branded entertainment, programming and commerce for live streaming platforms Periscope, YouNow and Facebook. Ron is also the founder and principal of the Eisenhower Agency, which partners with brands to reach and engage the Mobile50. Ron was previously the CEO of As Seen on TV, Inc., a ubiquitous consumer brands platform founded by Kevin Harrington, of ABCs Shark Tank.
Moderated by Chris Pfaff; PGA New Media Council
A former board delegate of the PGA New Media Council from 2006-2013; former PGA New Media Council vice chair, and former PGA Board of Directors delegate, Chris was one of the founders of the PGA New Media Council member in 2003-2004. He leads a consultancy Chris Pfaff Tech/Media LLC that represents some of the leading service providers, audio/video technology firms, networking vendors, and media companies in the world. A veteran of the start-up world, Chris helped launch more than 20 ventures from the Lucent New Ventures Group, including iBiquity Digital; Flarion; Lucent Digital Video, and GeoVideo Networks, among others. In addition, he has helped launch AT&Ts Internet strategy; the Viacom New Media division of Viacom, Inc.; Sony Electronics Digital Betacam format, and Sharp Electronics LCD product division, among others.
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