Cynicism
aside, CNET writer Chris Matyszczyk does manage to unearth some great nuggets
of news that’s worth its weight in Gold!
He’s
recently done and article that reveals what I’ve known personally for a long
time: YouTube Stars are more popular than Hollywood Celebrities as stated in
his article “Teens
prefer YouTube start to Hollywood celebs, survey says”, published August 6,
2014 3:47 PM PDT by Chris Matyszczyk, CNET News.
The
survey, which was conducted in July 2014 and reported in the noted magazine
Variety Magazine article “Survey:
YouTube Stars More Popular Than Mainstream Celebs Among U.S. Teens”,
published AUGUST 5, 2014 09:00AM PT by Susanne Ault, Variety, ranks the Top 20 Celebrities, be they
Hollywood or YouTubers, as we Generation X (ages 29 to 45), Millennials (ages
18 to 28) and Teenagers (ages 13 to 17) call them.
The
survey was conducted by Mr. Jeetendr Sehdev, a PR (Public Relations) Manager
specializing in Celebrity Brand Strategies and involved some 1,500 respondents.
Albeit there is no information as to the Demographic, based on the raw results,
it appears to be mainly be Teenagers (ages 13 to 17) who probably made up the
majority of the 1,500. Thus, to be clear, this survey isn’t representative of
the US population or their opinions as a whole.
And
the results? Well, no surprise to persons like myself who spend most of their
time on Social Media as illustrated in the graphic below.
According
to the Survey, the Top 5 Celebrities were all YouTubers:
1. Smoosh
2. The
Fine Brothers
3. PewDiePie
4. NSJ
5. Ryan
Higa
The
Top Hollywood Celebrity was Paul Walker of Fast and the Furious Fame, who’s
dead by the way as stated in “Paul
Walker died after crashing at over 100mph, coroner's report reveals”,
published Friday 3 January 2014 22.51 GMT by Conal Urquhart, The UK Guardian. This makes the Top 5
Hollywood Celebrities mainly Millennials:
1.
Paul Walker
2.
Jennifer Lawrence
3.
Katy Perry
4.
Steve Carrell
5.
Seth Rogen
YouTubers vs Hollywood Celebrities
– iCarly Effect and Teenage Fandoms
Clearly,
albeit this study may be flawed, especially given its source, it’s got
scientific backing.
Mr.
Jeetendr Sehdev suspects that the reason for their popularity is because of
Social Media i.e. you can interact with the YouTube Heart-Throbs directly via
their YouTube Comments on their channels to which you can subscribe and get
regular updates. You can even send them
email, as many maintain Twitter and Facebook Accounts. This phenomenon I refer
to as the iCarly Effect.
Hollywood
stars are polished from the very moment they become Celebrities to shine with a
hue of falseness typical of traditional Hollywood. They are held up as the Gods
of the Silver Screen and aren't easily approachable unless you want to risk
getting put down by their bodyguards or bouncers in the club. Worse, direct
contact is next to impossible, as their cellphone contacts, email and social
media are all meticulously micromanaged by their team of PR (Public Relations)
specialist.....like Mr. Jeetendr Sehdev.
YouTubers,
reasons Mr. Jeetendr Sehdev, are more “real” and easily identify with Teenager
admirers as they’re usually regular folks who just began putting up really good
and in most cases outrageous Video Memes, not industry polished like the
unapproachable and unreachable Hollywood Celebrities. This makes them look more
down-to-earth, not false!
But
there another explanation that as plain as their faces; the YouTube Stars have
very feminine features. This makes them irresistable to Teenagers (ages 13 to
17), especially little girls, who are prone to feigning Fandoms over these
Playboy of the YouTube.
This
phenomenon of fandoms, which is a completely healthy reaction of Teenage girls
expressing an emotional love interest in a sexy, feminine looking YouTuber, is
best witnessed at VidCon, the Video Convention for YouTubers.
The
above video from Laci
Green of DNews Fame, a YouTube Channel dedicated to applying Scientific
Reasoning and Studies published by PhD's to explain real life phenomenon,
explains this phenomenon of Fandoms quite clearly. It’s a girl thing
apparently, and totally quantifiable by science.
For
the record and as my disclaimer, I’m a fan of DNews, TestTube and Revision3 Games
along with Rihanna, Rebecca Black and 2NE1, one of my favourite Korean K-Pop
Groups and whole lot of other YouTube Channels. Strictly speaking, they aren’t
all independent YouTubers, but I love the quality of the content of both
Celebrity and Independent YouTuber Channels.
The Growing Power of
Social Media – Traditional Media not needed for iCarly Effect
So
basically, we’re witnessing here the growing power of Social Media. Here in
Jamaica, we don’t have readily available Broadband Internet. However, many
Jamaicans who live abroad and have a YouTube Channel often become Celebrities
online by starting YouTube Channels where they post personal hilarious personal
outtakes and opinions on a variety of Topics.
For
that reason, we don’t have a VidCon….yet. That’s because a Jamaican YouTube
account cannot be monetized, resulting in Local YouTubers having to resort to
using Proxy and VPN (Virtual Private Network) access to log into YouTube and
create their YouTube Channel as if they’re a American Citizens as explained in
my blog article
entitled “How
to find Free TV online and how to Stream from Hulu or Netflix in Jamaica -
Jamaican Pirate of the Caribbean on Stranger Tides Streaming Restricted US
Content”.
A
US Address, preferably that of a relative or one given to you by a Courier as
my blog article
entitled “How
to purchase items and subscribe to Magazines online and ship them to Jamaica”
and the Geezam blog entitled “How to ship things to
Jamaica after you’re purchase them online”, will add to your American
Identity, with your funds accessible via PayPal Account,
which you can withdraw and deposit into your Scotia VISA Debit Card or CIBC VISA Debit
Card.
But
Jamaica is slowly catching on to the idea of making money via Social Media.
Ever since the Social Media hit that was Clifton “Clif-Twang” Brown back in
June 2011 exposed the power of Social Media Marketing as analyzed in my Geezam blog article entitled “Social
Media Marketing – Advertising and Marketing in Ja on a Shoe-String”,
Traditional Media is slowly catching on to its remarkeable staying power for
the purposes of Marketing.
Fast
Forward to 2014 with a quick look back at the Rising power of Social Media in
2013 as per Kelroy’s list in the Geezam blog
article entitled “9
Stories from 2013 that show the rising power of Social Media in Jamaica”.
More
up to date, Jamaica just recently held our first official Social Media Day 2014
Tweetup on Monday June 30th 2014 from 6pm to 9pm at the Spanish
Court Hotel in Kingston as reported by Kelroy’s in his Geezam blog article entitled “Social
Media Day 2014 Tweetup set For June 30th”. This was a trend started by the
Mashable blog some five years ago to celebrate the power of Social Media to
connect people.
4G LTE Broadband Coming
– Writer’s Guild and VidCon for Jamaican Social Media developement
More
needs to be done however.
The
coming of 4G LTE as announced in my blog article entitled
“Digicel
and LIME's 4G LTE Adoption in Jamaica – Budget Tablets with Microsoft
Productivity Software spark Wireless Broadband Revolution” is a glimmer of
hope. It suggests that faster speed
Wireless Broadband will empower Jamaicans living anywhere in the island with
the ability to create content and have access to foreign markets via the
Internet.
But
we need to have a Writer’s Guild for Bloggers and other publishers of written
content online along with a revival of the Jamaica Blog Awards. Also, there is
a need for a meet-and-greet Awards Ceremony to recognize the work of Jamaican
YouTubers that’s the equivalent of VidCon.
Independent
Animators also desire to make more than just advertising revenue from YouTube
videos and having to endure screaming Fandoms from hero-worshipping Females. It
would thus be great if we had programming on Cable TV or even Traditional Media
that collected the best of YouTube Videos and broadcasted them in a manner
similar to syndicated TV program
RightThisMinute on HLN as explained in “A
TV Show About Online Videos Shows Us We’re In A Weird Place With Content Right
Now”, published June 30th 2014, Sarah Buhr, TechCrunch.
Finally,
more support from the GOJ and the Ministry of Science, Technology, Energy and
Mining for Independent Animators as well as Video Game Creators, as their
content has a huge market that’s begging for Gaming Apps and programs to partake
of the $82 billion spent in 2014 purchasing on Video Games Globally as stated
in my blog
article entitled “Netzoo's
2014 Global Games Market Report - Developed World idle time Opportunity for
Jamaicans in Video Gaming Design”.
Until
then many stars of the Social Media World in Jamaica will have to struggle in
obscurity until they can protect their IP (Intellectual Property) and
eventually monetize it as noted in my blog article
entitled “JANN
to host Intellectual Property Workshop at UTECH – How Independent Animators can
Make money from Animation and thwart Copyright Infringement”.
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