Want to Reach Minorities: YouTube Stars Have Audiences

“Who Are Today’s YouTube Stars?” is a recent story title from The Washington Post

Hayley Tsukayama also wrote a Post article about minorities reaching more individuals than popular television shows:

…Almost most each of (Kevin Wu’s comedy) shows command at least 2 million views — rivaling the nightly TV audiences of Jon Stewart and Stephen Colbert.

A disproportionate share of YouTube’s top personalities are minorities, writes Tsukayama. Yet the popular shows on mainstream television have stars are largely white. “These minority-produced, home-grown shows are drawing massive audiences — the top one has 5.2 million subscribers — enough to attract the attention of major advertisers.”Ryan higa youtube minority

Ryan Higa (above) is a Japanese American comedian and that top YouTuber mentioned by Tsukayama. Higa has the second among all YouTube channels, with videos viewed 1.1 billion times.

Michelle Phan, the Vietnamese American beauty guru, is 20th among YouTube’s most popular channels, has become a spokeswoman for Lancome.

And here’s the clincher:

Nearly 80 percent of minorities regularly watch online videos, compared with less than 70 percent of whites, the Pew Internet & American Life Project says.

Huffington Post Spotlights YouTube’s Best Videos

The Huffington Post shows off the best viral videos by weekly running a YouTube Trends report and turning it into journalism…

http://www.huffingtonpost.com/2011/04/23/watch-top-youtube-videos_n_852890.html

Now we just need a YouTube amateur vlogger channel that summarizes the week’s most popular Huffington Post articles. And *boom* the Aol Video strategy is born.

P.S. Post your worst videos below. It’s time for a blog post on the worst videos of 2011. Not memes- just clips that make you cringe.

P.P.S. You’re really not supposed to use postscripts when you don’t sign your name. €£¥^%#~>•

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YouTube Allows Special Tubers To Post Past 15 Minutes

YouTube will now allow hand-picked compliant Tubers to post clips longer than 15 minutes.

“This is incredible news to me, and I plan to post more than 24 hours of footage a day,” said Charles Trippy in a quote I made up. “I’ll now be able to post footage from 5 different cameras and allow viewers to select what angle they view of my day.”

The vlogger, who has been posting every day for the past 4 years (estimate) will also take advantage of the increased free bandwidth by posting his entire library of outtakes.

“There were 72 minutes of mistakes from my celebrated “Puppy vs. Mirror” video that have not seen light of day,” continued Trippy in my fake interview. “I’m thrilled, and I know my sock accounts will rate my additional footage “thumbs up.”

The Future of Book Publishing (or “what I found while procrastinating writing my book”)

Holy crap. Check out this former editor who’s gone all foaming-mouth, Huffington-like crazy about the digital impact on traditional media and publishing. Now sit down and read this, because you might just learn something important. Sit. Sittttt. Good boy.

Richard Nash is the kind of guy that would either enthrall you over a 2nd martini or bore you to terminal, self-induced intoxication. There can be no middle ground. I suppose for me, I’d be leaning over listening with violent interest until the third martini, at which point I’d use the gesture my kids adopted from a recent Warner Brothers classic: Bugs Bunny is confronted by a poor sap that says, “pardon me, can you help out a fellow American who’s down on his luck?” Bugs reaches into his pocket, pulls out his thumb, and shouts “hitt daaaa rooooadddd.”

Some excerpts from his “Book Publishing 10 Years in the Future” are so profound I need another cup of coffee to understand them. I added some quotes because otherwise it’s as hard to understand as a Dennis Miller rant, boasting obscure references that make you feel smart if you bat 20% (which is not how the sporting kids are scoring these days).

  • In 2020 we will look back on the last days of publishing and realize that it was not a surfeit of capitalism that killed it, but rather an addiction-to-a-mishmash of Industrial Revolution practices that killed it, including a Fordist “any color so long as it is black” attitude to packaging the product, a Sloanist “hierarchical management approach to decision making,” and a GM-esque “continual rearranging of divisions like deck chairs on the Titanic based on internal management preferences rather than consumer preferences.”
  • In 2020 some people will still look back on recent decades as a Golden Age, just as some now look back on the 1950’s as a Golden Age, notwithstanding that the Age was golden largely for white men in tweed jackets who got to edit and review one another and congratulate one another for permitting a few women and the occasional Black man into the club.
  • In 2020 the disaffected twentysomethings of the burgeoning middle classes of India, China, Brazil, Indonesia will be producing novels faster than any of us can possibly imagine.

So there’s Nash’s Dystopian third phase of publishing evolution (the first two I lift from “The Last Lecture“):

  1. Buy an Encyclopedia, written by invite-only guests and largely unedited.
  2. Democracy takes over with Wikipedia. Turns out it’s more accurate and self-healing than Britannica.
  3. Whoops. Wikipedia forgot that profit thing, but the pleas from the founder are charming. Along come the $5 per hour researchers that mass produce content, QA it on the cheap, and dollar-store dispense it (or fund it with porn ads).

I almost feel like it’s treason for me to reference his power puke on publishing since I’m working on a book with a major publisher. But what else am I going to do to entertain myself while I procrastinate? Geez I hope they don’t read this.

So here’s the thing, though. Any sap could write “Beyond Viral Video” like I am, but don’t we factor in the author when we buy content? Would I have purchased Randy Pausch’s book-on-tape without the story behind him, his death, his hope, his dreams and his family?

Damnit, Nash. I’m not going to buy a self-help book written by a guy that used to answer the phones for Dell am I?

Maybe he’d encourage me to find my inner Buddha, which conflicts with my religion-du-jour: “listen to the voice of your inner African American grandmother.”

Viral Video Reports from Grave: Still Dead

nalts media whitney nalty huffington post
Just when I was feeling mortal for falling off the top 100 most-subscribed YouTube partner list (a fact that ZackScott and PeterCoffin felt compelled to remind me via voicemail), I scored placement on Huffington Post via the lovely and talented Daisy Whitney.

Check out this report from iMediaConnection in Vegas (or LA or SanFran, I’m not really sure), and thanks to Jan for alerting me… she’s constantly validating her top listing on the blogroll below!

You’ll see me dart past during her intro, and the camera work was by the cool and passionate Mike Donnelly from Coke. Please keep your comments focused on her hair, and not about the heady items we discuss.

And Zack and Peter you can suck it because I’m back at 99 on the list, beeatches.

Robbery Victim to Post Live Hostage Video Via iPhone

Remember I predicted that we’d see live news via amateur cameras in 2007? Imagine the next bank robbery where you get to watch along? Maybe there will be an interactive chat so you can give the hostages survival suggestions, and tell them they suck and are gay.

Grant, I was a bit early on that bank robbery prediction, but that’s because I’m cursed with remarkable foresight. And now you can host live streaming video via your stupid iPhone (see Steve Garfield’s demo). So the next time you’re watching a newsworthy event break, just turn on that iPhone. And don’t forget the rubber band. And the Nokia N95. And be sure someone else is watching. Bring Steve Garfield along too. He’ll help you through the technology, and even give you ideas how to clean blood off the marked bills you swipe, cope with post-traumatic shock, and reduce the swelling on your gun-smacked head.

http://www.flickr.com/photos/stevegarfield/2575066509/sizes/s/

Hey, Garfield. Can you do a tutorial on how to get my stupid iTouch thing to raise its volume? You should have seen me driving home Friday desperately trying to figure out where Mac hid the volume control on that bastard. Googling via the Blackberry, and finding nothing. [Editorial Note: found the answer in Yahoo Answers, which is incredibly well optimized on Google. Great idea, Mac. Let’s make the volume look like a time bar for the track].