Another provocative article. I will take a moment, Doug, to celebrate a few rays of light in this one!! I just did a fireside chat yesterday w Neil Waller the co-founder of Whalar Group. We spent a lot of time talking about established trusted creators and how things can roll up under them. It’s easy to see a world where they become the new media brands, rolling up more and more companies and creators and businesses under them. As you said it will be hard for new creators to develop, but if they come up under the brand of Beast or Speed or Kai Cenat they will be certified trustworthy brands— not that different from a legacy creator selling his show to HBO.
Thanks Ben. I actually mentioned this piece to Neil when I was working on it. His response was basically "hasn't that always been the case?" I think that's true, trust has always been important, but I think it will become even more important as AI drowns out signal. You can already see it happening on social...and also agreed that trusted creators have broad latitude to curate--including other creators. Thanks for the note!
This is really excellent (and I'm very much looking forward to your new book!). I wrote about the concept of trust this week, but from a slightly different perspective: how important in the success of the biggest YouTubers (MrBeast, Dude Perfect) has been that parents trust them to make age appropriate content for their kids, compared with other superficially similar but less trustworthy creators. And that here is where TV producers could have a potential advantage over other creators as they instinctively know what family friendly content looks like. https://businessoftv.substack.com/p/family-friendly-youtube-content-the
Another provocative article. I will take a moment, Doug, to celebrate a few rays of light in this one!! I just did a fireside chat yesterday w Neil Waller the co-founder of Whalar Group. We spent a lot of time talking about established trusted creators and how things can roll up under them. It’s easy to see a world where they become the new media brands, rolling up more and more companies and creators and businesses under them. As you said it will be hard for new creators to develop, but if they come up under the brand of Beast or Speed or Kai Cenat they will be certified trustworthy brands— not that different from a legacy creator selling his show to HBO.
Thanks Ben. I actually mentioned this piece to Neil when I was working on it. His response was basically "hasn't that always been the case?" I think that's true, trust has always been important, but I think it will become even more important as AI drowns out signal. You can already see it happening on social...and also agreed that trusted creators have broad latitude to curate--including other creators. Thanks for the note!
I told him to read this one! (He hadn’t yet) I agree, it’s different now in so many specific ways that will reshape media.
This is really excellent (and I'm very much looking forward to your new book!). I wrote about the concept of trust this week, but from a slightly different perspective: how important in the success of the biggest YouTubers (MrBeast, Dude Perfect) has been that parents trust them to make age appropriate content for their kids, compared with other superficially similar but less trustworthy creators. And that here is where TV producers could have a potential advantage over other creators as they instinctively know what family friendly content looks like. https://businessoftv.substack.com/p/family-friendly-youtube-content-the