YouTube Stops Pretending It’s TV, Turns to Home-Grown Talent
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Google took YouTube back to its roots in its pitch to media buyers and advertisers Wednesday night. Instead of making announcements about new channels or a major investment, YouTube used its “Brandcast” as an opportunity to show off home-grown talent and laud viral videos like the Harlem Shake.
The event — part of the NewFronts, where purveyors of digital video and other content are pitching ad buyers on their programming, much as TV networks promote their fall lineups at the upfronts — stood in stark contrast to last year’s YouTube presentation. A year ago the company announced its commitment to spend $200 million to promote original channels and featured a performance from Jay-Z and appearances by Flo Rider and Pharrell Williams.
The “stars” in attendance this year — including Felicia Day, actress and producer of the channel Geek & Sundry; Lindsey Stirling, who was booted from “America’s Got Talent” and went on to create the Lindseystomp channel; Kid President; and rapper Macklemore — were likely unknown to ad buyers. The biggest performer in attendance was Snoop Lion (nee Snoop Dogg).
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