Hank Green, with his brother John, are the Vlogbrothers and more.
As VidCon2011 approaches, it’s time for some thoughts from Hank Green, one of the event’s founders… inspired by something beyond the fame and money, the Green brothers have sustained long beyond their 15 minutes.
Says Hank: “I actually just wrote an article on motivation and success. I think everyone is motivated by different things, but the trick is actually believing in it, either because you think a little more money, a little more fame, a little more recognition really will make you a happier / more satisfied / more important person.
I’ve had different motivations throughout the process, from getting views to getting subscribers, to being recognized by other youtubers, to being recognized by YouTube, to feeling obligated to our community, to feeling like we actually have an opportunity to do good things, to feeling like we have an opportunity to do big things, to actually believing in what we do as a force for cultural change.
All of those things motivate in different ways and they all overlap. I we didn’t have all of them, I don’t know if we could do it.
Only because we have all of those different bits of motivation, it doesn’t seem like a big deal to spend eight hours a day developing ideas for videos, interacting with our community, or whatever else we’re up to at the moment. I pour pretty much all of my creative juices into our videos now (or on projects that relate to our videos.) And that’s only OK because I actually believe in it. If I didn’t have all of those various sources of motivation, I’d go get a real job.”
There are loads of social media events, and many YouTube “community gatherings,” meetups and online video events. But the “South By Southwest” of online-video and YouTube is indisputably VidCon. Organized by Hank and John Green (vlogbrothers), the event in 2010 drew hundreds of community members, top “YouTube Stars,” and Nerdfighters (the active people who rally to reduce the world of “suck”). It also included lots of on-stage entertainment that was shared widely online. VidCon 2011 is planned for July 28-30 in San Francisco, California. Early bird discount if you book before Jan. 10, and the hotel is Hyatt Regency Central Plaza.
Here are some highlights of 2010’s VidCon to give you a flavor. It’s focused on viewers and creators, but does attract industry folks and marketers (and has a special industry track). Unlike some popular YouTube love-festivals where “big YouTubers” are VIP, this one is quite egalitarian.
YouTube broadcast live yesterday with the “Project for Awesome,” a grassroots charity event spawned by John and Hank Green (see website).
Several hundred videos and millions of comments supported a collection of charities, and reminded viewers that the YouTube community remains alive. Check out the YouTube channel and Nice Peter’s Spanglish love song (the top-rated of dozens of videos). As of yesterday the raffles alone raised more than $90,000! Kittens are awesome.
Here’s my video, which explains the initiative a bit… and auctions off my “Beyond Viral In My Pants” book.
John and Hank Green with YouTube stars and "Nerdfighters"
Some of the most-viewed YouTube “weblebrities” will gather with hundreds of people in the YouTube community, including video creators and viewers, professionals and stalkers.
Phil DeFranco Will Attend July's VidCon, a gathering of hundreds (maybe thousands) of YouTube community people.
The event — called VidCon 2010 and scheduled for July 9-11 — includes rapid-fire stage performances by some of YouTube’s biggest “stars,” including comedy duo Anthony Pedilla and Ian Hecox (“Smosh“), “What The Buck” host Michael Buckley, Phil DeFranco, “SxePhil” and “Like Totally Awesome” host, and Justine Ezarik, YouTube’s token popular hot girl who hails as iJustine (and author of Tasty Blog Snack). Those 5 people alone, mind you, have been seen collectively 1 billion times (if you count both videos on their individual channels, as well as on group channels like TheStation). For those of you not good at math, that’s “an assload” and more views than most television shows.
Back to VidCon: What’s got me most excited are performanced by some of the most talented musicians on YouTube, including the advertainment song duo of Rhett McLaughlin and Link Neal (Rhett and Link), the ukulele-playing singer Julia Nunes (know as j and seven a’s), and the cerebral guitarist Hank Green, who is the event’s mastermind. I’m also looking forward to seeing Joe Penna (TheMysteryGuitarMan aka MGM), who wrote the “Nalts, Nalts, It’s Not His Fault” theme song. He’s been on a magical high lately, and he’s eye and ear candy for the whole family (see his recent “Looping Around,” a song that’s almost passing 1 million views, and what my family calls “The Happy Song”).
Although I haven’t hit all of the major YouTube grassroots events, I have gathered with fellow YouTube fanatics in NYC (twice), London, Washington, D.C., and Atlanta. A nude female doll with my face has attended other events, and was no doubt far more interesting to meet. The only formal event YouTube has thrown, to my knowledge, was November 2008’s YouTube Live… a show the San Bruno company doesn’t appear to be reviving.
We’ll also see the omnipresent Charles Trippy and Alli Speed, who have documented their each day for a year. Trippy somehow doesn’t have a Wikipedia page, which I find highly suspicious. ZeFrank is also going, and will appear on a panel with other Internet has-beens like me.
Today, December 17, is the third-annual “Project for Awesome,” where thousands of Nerdfighters will be using online-video to “reduce world suck.”
Even if you understood nothing in the headline or lead, I encourage you to keep reading because you’ll learn a lot about online-video through this story.
John and Hank Green were brothers who lost contact over the years, and decided to change that through daily vlogs to each other (which they posted for the rest of the world as Vlogbrothers). I find myself increasingly frustrated with people in online video that don’t know their name… and give them the look of disgust you get from a sports enthusiast when you say “I hope Tiger Ruth helps the New Orleans Rangers make it to the Superbowl.”
Unlike other popular online video creators, the vlogbrothers put their loyal viewers, ideals, intellect and charity above themselves. This has created a genuine fan base of people (we call ourselves Nerdfighters), who would pretty much do whatever the Green brothers asked unless it involved hurting small animals. We’re bonded on the pursuit of increasing awesome and decreasing suck. After all a good planet is equal to awesome less suck (put mathematically, that’s GP=A-S). In my opinion, increasing awesome is easier that decreasing suck. It’s easier to bond around a cause than a complaint.
Today, like the two prior years, hundreds of video creators will make “Project for Awesome” videos to promote good causes (here’s mine, which is to promote awareness of autism). “We want to make the world a better place, and so we’re thanking people who have dedicated their lives to do that, and promoting their cause with our time and our money,” the brothers write on their website.
So here’s what to watch for today:
Hundreds of videos will be posted to YouTube with a specific thumbnail (icon).
Via Twitter (using hashtag #p4a), hundreds or thousands of people will be giving these videos “5 star” ratings, and commenting aggressively on them (to push them to most-discussed and most-viewed pages, which are as important as the homepage itself.
The team will be using a ProjectforAwesome Livestream to communicate as well.
As a result of this, many newer YouTube users will be perplexed, but then find themselves amused and perhaps compelled to participate.
Now let’s say your heart is made of ice, and you really don’t care about community or charity. What can you learn from this as a marketer? Well to keep it real, you’d unlikely be able to replicate this, because people tend not to rally around a brand or commercial effort like this.
But it does show the influence that a few people can have on a larger group (the YouTube “community” that is still vibrant), and in turn to a much wider audience of YouTube grazers (the rest of the world). Give people something to care about that’s bigger than your brand or you, and do something selfless (to help reduce world suck). That’s a noble cause, right? And maybe we’ll see major charities or brands tossing their hats in the ring this year or next.
This video shows Hank Green (with his lesser known 3rd Green brother) announcing VidCon, taking place July 9-11, 2010 in Los Angeles, California. Here’s the official VidCon website.
For those of you familiar with the Vlogbrothers (John and Hank Green), I don’t need to tell you what an enormous connection they have with the vibrant and growing community of online-video. They’re funny, smart, and selfless; this week they’ll be orchestrating another “Project for Awesome,” where they encourage fellow video creators to make a video about a charity… to “reduce world suck.”
So it wasn’t surprising that they’ve attracted the “Who’s Who” of online video… literally the most-viewed and most-subscribed video creators of YouTube and beyond. Also- if you know Hank and John, you’ll know that the admission price is to cover costs, and proceeds are for charity. These guys aren’t interested in making money, but these events cost a lot to do well. So I’ve got little sympathy for those few dozen people who feel a price tag is “anti-community, man”- sing that tune to your waitress at IHOP, kids.
For you online-video industry people who are less familiar with the community side, I have one piece of advice. Attend. If I could only attend one conference this year, it would be this one.
There will be a series of professional tracks covering advertising, marketing and production. But of course you can see the “brains” of online video at any conference. This one you’ll see the brain and the heart. And you really don’t know online-video until you’ve seen the heart… watched the most-viewed amateurs interacting with the fans… seen the groundswell of enthusiasm about a medium that’s changing people’s lives… see the friendships among the talented people (and me).
The informal YouTube gatherings — like 7/7/7 — have brought hundreds and even thousands together in various cities, but this one’s actually organized and planned. So it’s likely to be a huge event. Book your hotel early, friends.
If you’re interested in speaking slots, panels or sponsorships (imagine how many videos your logo can show up on, and how many millions of times it will be seen), let Hank know or shoot me a note (I’m volunteering to help on the professional side). Much of that will be formalized by the end of January. In the mean time, follow VidCon on Twitter.
You know who you should have on your show, Oprah? Hank and John of Vlogbrothers, who became popular when they communicated for a year strictly through alternating “video blogs” (vlogs).
Here’s the pitch, Oprah producer (or someone who knows them and will forward this on). The two guys have a loyal following of “Nerdfighters” who use online-video to reduce world suck. They’re smart, talented, and nice guys… and are helping promote a new YouTube volunteer program. Their fans proudly wear the Nerdfighter badge, and rally the community in funny and life-enhancing ways. It’s not cats and skateboards. But it’s indicative of the power of social media (and video, its most visceral form) to influence masses… in positive ways.
If I was promoting an important cause, I can think of no greater honor online than having John and Hank lend their influential voice.
In fact the only thing they’re not good at promoting is themselves… because it’s not ABOUT Hank or John. It’s about improving the world.
And that’s why I’m pitching you for them, dear Oprah. I would like to be in the green room as they prepare to enter the stage. Because I’ll totally moon one of them before they join you on TV to help improve the world.
P.S. If you’re a nerd fighter, join the cause! Get Hank and John on Oprah, where they can maximize their reach beyond the inner YouTube community!
The Vlogbrothers (Hank and John) helped orchestrate another “Project Awesome,” and I’m sad I missed participating. This thumbnail collection (right) is a collection of “Project 4 Awesome” videos, which are featured on YouTube’s homepage. Individual creators recognized a charity of their choice to help “end world suck.”
While I’m glad to see YouTube editors recognize this powerful grassroots movement, I’m far more struck by the image I saw 2 days ago. The most popular and highest-rated videos of December 18 were those created as part of this program.
The brothers didn’t need to feature the already popular Julia Nunes (Jaaaaaaa), but her “P4A/Office/Lupus” video was one of my favorites. First, I’m a huge fan. Second, you can see her sincerity and humility about asking viewers to help the Lupus foundation, even though a family member has Lupus. Third, she opens with the theme for my favorite television show since 1893 when TVs were invented. She’s going to knit a hat for the highest bidder on eBay (I awakened this morning, and grabbed my laptop, coffee and credit card… but alas, the bidding at $800 is past the Nalts price range).
John and Hank aren’t just interesting video creators, but very purposeful, intelligent and passionate. John’s an author, Hank a musician and more. And their viewers, who proudly call themselves “nerdfighters,” rally not just around the brothers, but around the values they share… ending world suck and all.
Folks, this is social media at its finest, and so far from self promotion known by many on YouTube (including myself). However it makes these creators and channels more appealing. For instance, I’ve seen the Elevator Show and met Woody, but his appeal for MS made me realize he’s not just funny- but he has a heart. It prompted me to watch about 10 episodes of his show that I hadn’t yet seen.
It will be interesting to see how the “grazers” of YouTube (those who surf specific videos or scan the homepage) will respond… will they roll their eyes and return to hot babes and cats? Or will they help the Nerdfighters grow the army of awesomeness?
Two closing thoughts:
There’s a lesson here. Sincerity is contagious as negativity.
Kudos to this group, and those who participated by making videos or helping rate them to the top for greater awareness! Sorry I was not among you this year. Seems Alan forgot to remind me. 😉
I participated in it (to help reduce world suck), but didn’t quite know about this whole Brotherhood 2.0 thing at the time. How? I’m a friggin’ Viral Video Genius, and I am just finding out about this!?
Now I’m infatuated by it, even if they are ghosts of ZeFrank. Check out their FAQ.
